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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.

How to Include Interactive Elements in Posts

Enhance your articles with rich and creative media

Every article is a fresh chance to grab new readers and nurture loyal followers. This is why we give creators every opportunity to build content rich with media elements that enhance every reader's experience.

Add More Layers to Your Content

You can easily add interactive elements, like charts, to posts on our platform. For example, if you need to embed iframe code into a post, this can be done via our Add Media Bar. To do so, click the code icon (< >):

A text box will appear so you can insert your code:

Embedded Code Across Platforms

One important thing to keep in mind is that Google AMP, AppleNews, and Facebook Instant Articles will not always support embedded code. So if you use an iframe, it's best to turn off distribution to those channels for that particular post. If you have a lot of posts that require embedded code, this could be problematic for growth across those important platforms.

If you do want to use an iframe on a post destined for Google AMP distribution, it can be possible if the iframe is not at the top of the page or within the first 75% of the viewport when the page is scrolled to the top (whichever is smaller). AMP is a fast technology designed for mobile users and iframes are loaded using arbitrary timing that AMP's technology cannot ensure. For this reason, it's suggested that iframes be included in places that are not visible by users upon load.

If you have an article that needs to include an iframe at the top of the page, or within the first 75% of the viewport, AMP can be turned off for that individual article within Entry Editor.

If you don't need an interactive chart to be interactive in nature, can turn it into an image and upload it directly to your post. This way it will work on all platforms, including Google AMP, Apple News, and Facebook Instant Articles. This option, when possible, is ideal to ensure you're optimized for page speed.

Take Advantage of Shortcodes

Another great way to embed media is through our shortcodes functionality. Click here to learn more about shortcodes. Shortcodes can also inserted using the Add Media Bar. Click the brackets icon ([ ]) to choose the shortcode you want to use.

Here's an example of a chart on an article page that's been inserted using a shortcode:

If you have any questions about how to add interactive elements to your content, please email support@rebelmouse.com or talk to your account manager today.

Shortcodes Dashboard: Dynamic Media in Just a Few Clicks

Create multidimensional content with easy-to-find shortcodes

We believe static media is dead, and that every piece of content should be multidimensional and engaging. This is why our platform enables creators so they can add dynamic media to their content in easy and efficient ways.

One simple way to add interactive content to any post is through the use of shortcodes. Shortcodes are small snippets of code that are easier to remember than longer sequences. They typically will activate a feature or embed media into an article.

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