Facebook released three updates to its reporting features to help businesses get a better handle on how their campaigns are performing during the holiday shopping season.
The social network’s new cross-account reporting option will enable brands to see metrics including reach, impressions and conversions across multiple ad accounts.
The new feature also includes de-duplicated reach, or unique people reached across accounts and campaigns, giving brands a clearer picture of who they are reaching and the accuracy of their ad targeting.
Facebook also introduced a custom metric building feature, enabling advertisers to formulate and save metrics that tailor their reports to match their business goals.
The social network said in a blog post, “Cross-account reporting and custom metrics can help your better understand the performance of your campaigns, improve your advertising strategy and understand who you are reaching during the holidays and beyond.”
Facebook also detailed the conversion path report it added to its attribution tools earlier this year.
The social network cited an Ipsos report it commissioned, which found that holiday shoppers used a variety of channels last year—online, print, television—to shop and decide on purchases.
Facebook said its conversion path reporting will enable advertisers to view publishers in the most frequent conversion paths across channels and devices in order to identify the paths delivering the most impact and to properly credit those sources.
The company wrote, “We know cross-channel and cross-device measurement is a top priority for many advertisers. That’s why we’re always working to evolve our measurement solutions and make it easier for you to better understand how marketing across channels impacts the business outcomes, especially during the holidays.”