Facebook Launches New Standard Events, Ad Metrics

Here Are All the Details + What They Mean for Marketers

Facebook Adds Eight New Standard Events to Ads

In June 2018, Facebook launched Codeless Events Setup for Apps, a feature which helps marketers track how users interact with their business on mobile. By knowing what actions — or what Facebook calls "events" — a reader takes on the mobile app, marketers can more accurately determine the success of their advertising efforts.


More specifically, Facebook events are actions that can take place not just on mobile, but on site and in person, too. Standard events are what communicate these actions to the publisher, usually via a Facebook pixel, and also allow offline data to be uploaded after the fact.

Recently, Facebook launched eight new standard events:

  • Contact
  • Customize Product
  • Donate
  • Find Location
  • Schedule
  • Start Trial
  • Submit Application
  • Subscribe

The platform said in an announcement that these new standard events were created because users take varied actions when looking at different types of content. For example, a user may click "find location" when looking for a car, but click "donate" when on a fundraising page. The new options for standard events should help marketers learn where most of their engagement occurs on site. Facebook also added two app-specific events: Ad Click and Ad Impression. Click here to read the full announcement.

New Metrics for Ads

Facebook also announced what they say is a new "holistic" take on ad metrics. According to the platform's announcement, cost metrics will "only report on interactions on a single channel with metrics that report on the cost of these actions across web, mobile, and offline."

This means Cost per Website Purchase, Cost per Mobile App Purchase, and Cost per Offline Purchase will be replaced with a single Cost per Purchase metric. The new metric will collect purchases across all channels. Users will still be able to figure out channel-specific cost metrics by dividing the amount spent by the number of conversions from the channel they're curious about. Click here for a more detailed breakdown of these metrics.

What These Changes Mean for Advertisers

These updates mean a few things for publishers and marketers alike. First, don't be surprised that these latest updates — particularly the new standard events — rolled out just in time for the holiday-shopping season. Second, count these latest changes as another step on the long hike Facebook has taken this year to improve ad transparency and ease of workflow for marketers. As publishers continue to diversify in light of Facebook's scrutiny throughout 2018, the social media giant wants to make sure it can do whatever possible to keep advertising dollars on the platform. In this case, it means increasing engagement opportunities and providing more instinctive metrics.

Still, don't forget there's still room for growth on Facebook. As you head into the ad world this holiday season, take advantage of Facebook's new standard events and metrics. Focus first on creating quality, distribution-friendly content, and then use ad dollars to leverage those articles into an effective ROI strategy.

At RebelMouse, we can help you optimize your ads on Facebook to squeeze the most out of every monetization outlet that makes sense for your site. You don't even have to be on our platform to use our traffic expertise. Request a proposal to get started.

Already on RebelMouse? Contact your account manager if you have questions about these updates and how they may affect you.

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The key to unlocking user retention lies completely in site performance. Currently, publishers are trying to build optimized websites that translate easily across devices and platforms, but fail to deliver an experience that checks all their boxes and prioritizes their readers. It takes less than a second of delayed load time to turn away a user. This is why Google has made page speed a top ranking factor on search, and shepherded the entire open web's newfound prioritization on site performance.

Game Changer: Google's Core Web Vitals Announcement

Google cemented its seriousness about page experience with the announcement of its Core Web Vitals measurements in Google Search Console. Core Web Vitals are three specific metrics that Google uses to determine a site's overall usability. While these data points will evolve over time, the 2020 version of vitals consists of three specific metrics:

Largest Contentful Paint (LCP): A website's LCP is the time it takes to load the main content on a page. Google wants LCP to happen within 2.5 seconds of when a page first starts loading.

First Input Delay (FID): This metric quantifies a user's experience when trying to interact with unresponsive pages. This usually occurs between First Meaningful Paint (FMP) and Time to Interactive (TTI) (more on what these two mean below). You want your FID score to be low to prove the usability of your site. According to Google, pages should haven an FID of less than 100 milliseconds.

Cumulative Layout Shift Score (CLS): CLS determines how often your users experience unexpected layout shifts or changes on a page. To ensure visual stability, you want your CLS score to be low. Google wants pages to maintain a CLS score of less than 0.1.

From Google.

Google says Core Web Vitals scores will be considered across every page, and will be a ranking factor in its Top Stories feature. While relevant quality content will always be the most important, the page experience ranking is now a make-or-break metric for your site's survival.

"A good page experience doesn't override having great, relevant content. However, in cases where there are multiple pages that have similar content, page experience becomes much more important for visibility in Search." —From Google's page experience announcement, May 2020

Core Web Vitals will determine every site's performance score. You can see your site's Core Web Vitals specifically via Google Search Console, but your website's overall page performance is measured using Google's PageSpeed Insights and Lighthouse tools.

At RebelMouse, we guarantee a performance score of 90 or higher via PageSpeed Insights. To do this, we've built out a platform infrastructure that exceeds industry standards on Google's key metrics, particularly its Core Web Vitals, outperforming most industry leaders.

You can read more about how we've mastered Google's KPIs here. But the truth is in the data. Below is table that provides a snapshot into how RebelMouse-powered sites score:

And here's what the scores look like for some of the biggest sites on the open web:

As you can see, there's a lot of data Google takes into account even outside of Core Web Vitals. Here's a quick summary of the other important metrics that Google trusts to measure page performance:

First Contentful Paint (FCP): This metric measures the time from click to the time when a user's browser renders the first bit of content from the Document Object Model (DOM), which is your site's HTML structure. According to Google, this is an important milestone for your readers because it provides signals that your page is loading.

First Meaningful Paint (FMP): This is the amount of time it takes the most important content, what Google calls "hero elements," to load on site. Hero elements are different for every site, but should be intuitive based on your content. This metric helps determine your site's usability.

Time to Interactive (TTI): This is the most important metric to keep an eye on. This is when the site is fully rendered and ready for user action. This is a critical point when slow load time can occur, usually because JavaScript or other complex content hasn't fully rendered. So, in short, think of TTI as how long it takes for your site to load in its entirety.

Total Blocking Time (TBT): TBT measures a page's load responsiveness to quantify how long a page is non-interactive prior to becoming interactive. You want your site to have a low TBT to maintain its usability.

Speed Index (SI): SI is the measurement of how quickly the contents of a page are populated. You want your speed index score to be as low as possible.

Creating quality content is only half the battle in 2020, and publishers are already burdened with the around-the-clock task of creating content that resonates. This is why quality content must be supported by modern technology that can keep up with the speed of the web. RebelMouse provides publishers with a CMS that supports the new content lifecycle with an editorial suite designed for reach on site, search, and social.

Click here to read more about our modern approach to web performance. If you want to make performance a priority, request a proposal today. We can easily transform your site into one of the fastest on the web, giving you increased user retention and better conversion rates than ever before.

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