Här kommer ett nyhetstips från Facebook som i sommar har lanserat en uppdatering i hur annonskostnad per klick kommer att mätas.
How CPC is measured today on Facebook
Currently, CPC takes into account any click taken within an ad unit: a like, a comment, a share, a click to a website, “continue reading,” etc.
What’s the updated definition of CPC?
We’re updating CPC to only account for what we call “link clicks” — i.e., the clicks related to certain ad objectives:
Clicks to visit another website
Call-to-action clicks that go to another website (i.e., “Shop Now”)
Clicks to install an app
Clicks to Facebook canvas apps
Clicks to view a video on another website
Why are you changing the definition now?
Over the last few years, Facebook’s ad offerings have become increasingly tailored to helping advertisers meet specific business objectives. This update is part of that effort: it’s designed to provide measurement that’s more closely aligned with how advertisers are bidding so they can better optimize their campaigns against their stated goals.
What this change means
Once this change goes into effect, advertisers who care about link clicks are likely to see better return on advertising spend, since they’ll be paying for only the most valuable outcome. 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.
As a result of this change, some campaign reporting metrics related to clicks may look different. By excluding likes, shares and comments, CPC may increase but will also become more valuable as it counts only the clicks you want. Similarly, it may look like your click-through rate (CTR) has decreased; again, this is because the CTR will no longer factor in the additional clicks.
Do the “other” clicks still matter?
If an ad has lots of likes and shares, that’s a signal of high-quality content being delivered to the right people. This positive signal helps ads perform better at auction, and advertisers can still bid for engagement clicks (including comments, likes and shares) by choosing other optimization options if they wish. These outcomes, however, will not be tracked in the updated definition of CPC.
It’s also important to remember that having lots of likes and shares on an ad or post is rarely an end unto itself. The most important factor for an ad’s success is bidding for the correct business objective.
What happens next?
It depends on how you buy Facebook ads.
If you buy through a Facebook interface (like Ads Manager or Power Editor): You don’t need to do anything right now. We’ll share further information about the updated CPC’s implementation in our interfaces. We’ll also provide messaging in the interfaces themselves once the change has occurred.
If you buy through a Facebook Marketing Partner: You should speak with your Marketing Partner to understand when they’ll be implementing the new API with updated CPC.
If you buy through the API: You can begin buying ads with the updated CPC today (July 8) in v2.4 of the Ads API. If needed, you can continue using the existing CPC definition until October 7. After this date, only the updated CPC will be available.