Facebook update: 11 metrics will be removed July 2018

Starting July 2018 Facebook will remove a number of 11 metrics from their Ads Reports.

Here’s the list of the metrics that will be removed:

Actions, People Taking Action, Cost per Any Action

The Actions metric is a composite of various actions and events, such as engagement, clicks or conversions.

Customize your own composite metric reflecting actions that are meaningful to your business instead of using Actions.

Amount Spent Today

Replace it by using the dynamic date selector to see results for Today and compare results across different date ranges instead of using the Amount Spent Today metric. Select Today for the date range and use the Amount Spent metric to see how much money you’ve spent on your campaign starting at 12:00 AM (midnight) today.

Button Clicks

The Button Clicks metric shows the number of times people clicked the call-to-action button on your ad. Button Clicks is redundant because these clicks are also either reflected in the Link Clicks metric or other distinct metrics like the Event Responses metric and the Offers Saved metric.

Use Link Clicks, Event Responses or Offers Saved instead of Button Clicks.

Canvas Component Time Percentage

The Canvas Component Time Percentage metric hasn’t been a widely used metric. Use the Canvas View Time metric and the Canvas View Percentage metric instead of Canvas Component Time Percentage.

Carousel Card

Carousel Card breakdown for conversion metrics (ex: Website Conversions) will no longer be supported. You can still see the Link Clicks metric broken down by Carousel Card and see conversion results without the Carousel Card breakdown.

Link Click Destination

Because of mobile operating system updates, determining if someone was redirected to an app’s deep link or to an app store for ads set up with backup link destinations is impossible.

Advertisers can still use Outbound Clicks and Landing Page Views metrics to measure which clicks lead people to destinations off Facebook.

Mobile App Actions Conversion Value

The Mobile App Actions Conversion Value metric is based on the value you assigned to an app action when you set up the app event. Use specific app event conversion values (ex: Mobile App Purchases Conversion Value) instead of Mobile App Actions Conversion Value.

Page Mentions, Cost per Page Mention

The Page Mentions metric is an outdated metric and is not indicative of either positive or negative sentiment towards your brand. Instead, if you’re running a Page Likes campaign, use the Page Likes metric or the Page Engagement metric, as they’re more indicative of the success of a Page Likes campaign.

Page Tab Views, Cost per Page Tab View

The Page Tab Views metric measures the number of views of tabs on your Facebook Page that are attributed to your ads. If you’re running a Page Likes campaign. Use the Page Likes metric or the Page Engagement metric, as they’re more indicative of the success of a Page Likes campaign than Page Tab Views.

Positive Feedback, Negative Feedback

The Relevance Score metric already uses Positive Feedback and Negative Feedback signals as inputs and the granularity provided by breaking out positive and negative feedback creates more confusion than useful insights. Use Relevance Score instead of Positive Feedback and Negative Feedback to understand how well a target audience is responding to ads.

Social Reach, Social Impressions, Social Clicks (All), Unique Social Clicks (All)

Social metrics (ex: Social Reach, Social Impressions, Social Clicks) are outdated metrics that show the number of people who saw an ad when displayed with social information. The Social Reach metric isn’t meaningfully different from the Reach and Impressions metrics and the insights provided aren’t actionable since advertisers don’t have control over when ads are/aren’t shown with social information. Use Reach instead of Social Reach, and using Impressions instead of Social Impressions to evaluate campaign performance.

Custom Reports

In order to really understand your ads performance, you should create your own custom reports. Here’s an article about how to do it: How (and WHY) to Configure and Understand Your Custom Facebook Ads Reports

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