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Facebook to Stop Sharing Your ‘Likes’ With Advertisers
Posted On Jul 11 2015
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Clicks to Facebook canvas apps. These clicks will only apply to ad objectives like clicks to visit another site or install an third-party app.
Facebook is going to stop including Likes and Shares in the data it provides to advertisers about how effectively it pushes ads onto it users – but it’s nothing to do with altruism.
On that front, Facebook is offering some time for advertisers to make the transition: If needed, it says marketers can continue using the existing CPC until October 7. “Separating link clicks from engagement clicks (including likes and comments) means your budget will be spent more efficiently no matter if you bid for clicks or engagement,”. Now, it is no longer included and will help advertisers have a better understanding of what they’re investing their money into and what they are getting in return.
The network informed advertisers last night (July 8) that its CPC model would be altered to only request payment on what it describes as “link clicks”.
The change may lead advertisers’ cost per click to rise, Facebook warns, before noting that those clicks also will be more valuable because Facebook will only charge for clicks that are in line with the advertisers’ objectives.
“This change allows our clients, focused on performance marketing, to pay for the action they care about most: offsite link clicks – whether that be clicks to Shop Now, Install an App, Sign Up, or any other click that takes a consumer to an advertiser’s desired destination”.
The new CPC will change the way campaign report metrics will look, as well as the price varying.
Twitter rolled out the new platform after a 10-month trial period that resulted in the ads under performing – Twitter CFO Anthony Noto said the company missed revenue expectations in the first quarter of 2015 on the objective based ads. Those buying through a Facebook Marketing Partner are urged to speak with that partner to get an idea of when they’ll be implementing the new API with the updated CPC.
