Facebook to amend its ad metrics

Social media giant Facebook is all set to amend to its ad metrics, aiming to clean up and clarify the way advertisers measure their campaign performance. According to TechCrunch, the metrics will now be labeled and Facebook will explicitly point out when an ad metric is an estimate, in development or both. Also, if the metrics does not prove to be helpful to advertisers they might disappear entirely. By labeling a measurement as in development, the platform is telling advertisers to expect those measurements to change. Lastly, the social media giant will launch another initiative called Measure What Matters, combining in-person events, online events and online content to help advertisers understand more about how to measure and improve their campaigns.