A Guide To Measuring Your Facebook Marketing Campaigns


The latest data on Facebook’s earnings speak for itself: mobile advertising accounts for a lion’s share of the social network revenue (87% to be precise), totaling $8.1 billion in Q2 2017. No wonder, Facebook’s been the gold mine for advertisers and is now a #1 media source in mobile advertising around the world, according to AppsFlyer Performance Index.

All praising aside, we’re here to help you improve your Facebook marketing efforts and the first thing you need to do is ensure an accurate campaign measurement.

The path to Facebook measurement is a forked road where you’re faced with a choice - whether to integrate Facebook SDK for these purposes, or to use SDK of a Facebook’s official Mobile Measurement Partner (MMP) selected from an approved list.  

The Facebook SDK will enable you with the social network’s own reporting tools (Analytics for Apps, Ads Manager and Power Editor). They jointly will be used to create and measure ads, provide the necessary app metrics, and more importantly, you’ll learn more about people using the app and how they interact with it.

But you can choose to work with MMP’s SDK, and this will be a good choice for a number of reasons. Mobile Measurement Partners are independent companies that aim at making life easier for the advertisers, when it comes to measuring their campaigns on Facebook, Instagram, Messenger and Audience Network.

It’s important to note that since recently Facebook campaigns can no longer be measured through use of deep links, making any time-based, view through and cross-device attribution impossible. Though if you prefer MMPs, there’s nothing for you to fear: all mobile measurement partners have access to the same technology that Facebook SDK is using, and they don’t need deeplinking.

What are the other benefits of choosing a Mobile Measurement Partner?

- No double attribution.
Only MMP is able to report on the real value of media source you’re using. Facebook is claiming an install for any click or view that has led to app install within a defined attribution window (24 hrs for view and 28 days for click). But it can happen that after interacting with Facebook user clicks or views an ad served by another media source and install the app from there.
For such cases, MMP is the only solution: it will track the last click/view and attribute the relevant channel with an install, and credit the second source (in the case described - Facebook) for an assist.

- All-in-one solution.
MMP offers a dashboard where you can combine data from all the marketing campaigns, along with organic data, push notifications, SMM, hereby giving a full picture of your activities.

- Thousands of media partners in a single SDK.
You get access to the entire mobile media ecosystem through a single SDK, ridding your app of all the dangers connected with multiple SDK integration.

- Unbiased measurement.
Isn’t it better to entrust your attribution to a third party? Standers-by see more than gamesters.

It’s important to note that not all mobile measurement partners are equal. They vary in: features they offer (some MMPs provide uninstall tracking, multi-touch measurement, raw data reporting); user data provided (from basic install data to complete funnel data coverage); amount of postback data (the richer the data, the better optimization algorithms an MMP can create for advertisers).

Sum up, it may be said that MMPs offer a very handy solution for correct attribution and measurement of your Facebook campaigns or other marketing activities, giving access to a whole network of media partners and insights that you need to optimize your strategies.
Posted by Renatus on September 25, 2017