FACEBOOK ANNOUNCES CHANGES TO MEASUREMENT SYSTEM – WEEKLY SOCIAL WRAP-UP

Weekly Social Wrap-Up is our update on the most tender, juiciest, leanest cut of news happening in the social media world. Today, we take a look at Facebook’s changes to performance measurements, Facebook Lite’s active users and brands who expanded their social following after Super Bowl.
 

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Facebook Announces Changes to its Measurement System
Facebook has increased its transparency by updating video and third-party viewability metrics. The platform will now provide new insights into campaigns as they plan to open up third-party display viewability to measure text and photo ads. We’ll be seeing these changes roll out in Q1 of 2017.
 

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Facebook Lite Hits 200 Million Monthly Active Users
Facebook Lite, has now topped 200 million monthly active users. The app has doubled its user based since March 2016 when it achieved the 100 million mark. The app was initially launched for Bangladesh, Vietnam, Nigeria, Nepal, South Africa, Sudan, Sri Lanka and Zimbabwe, but more countries have joined since its debut in 2015.
 

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Which Super Bowl Advertiser Expanded Their Social Following the Most?
Now that Super Bowl has come and gone, the question is which of its advertisers managed to expand their social reach among consumers? By that measure, the leader is clear: 84 Lumber, who spent an estimated $15 million on a 90-second ad and nearly doubled their social following, followed closely by Coca-cola who came in second.
 

OUR TAKE
Finally we’re getting official word on Facebook’s changes to the platform’s performance measurement system. After messing up 4 times, we’re glad to see some action has been taken to review the system. A few mistakes to these metrics could lead to big changes for marketers, so it is crucial for us to have our data accurately reported.

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