Facebook announced that Advanced Measurement will be a feature of the Facebook Business Manager. Rather than rely on the cookie, Advanced Measurement features cross-channel measurement tags. These ID tags can track people as they go from smartphone to tablet to laptop, correcting for duplicates. For example if they engage with an ad on their phone and then click-through later on a computer, Advanced Measurement will omit the duplicate. Advertisers and agencies will be able to track how many people they reached and which publishers to credit for the revenue generated from Facebook ads.
From the release: “Our advanced measurement solution will become the central destination for people-based, cross-publisher measurement. We’ll also look to integrate additional measurement tools for performance and brand marketers beneath the advanced measurement umbrella. And, we’ll start transitioning clients who use our Atlas measurement solutions to our advanced measurement products.”
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