In July 2015 Facebook updated its external traffic algorithm to exclude engagement clicks in their measurements. What does this mean for advertisers?

1. Digital Media RFP -JANUARY 2015
Facebook Product Update
July 2015 – CPC Measurement
Joao.beirao@iprospect.com

2. Facebook Product Update
In July 2015 Facebook updated its external traffic algorithm to
exclude engagement clicks in their measurements.
What does this mean for advertisers?
• All engagements such as a page like, ad like, share, comments or see more
will be considered earned traffic
• These will not count towards the ad’s CTR

3. An ad will only perform as well as its
engagement rates and quality score, and
for some products these can be quite low
as people aren’t liking, commenting,
sharing or mentioning their friends in
comments. This used to be seen as a “less
than relevant” ad when bidding for
impressions.
Now with Clicks to the Website or App ads you will
only pay for actions when bidding for clicks, which
will include an app install or a website landing.
Here are a few of our own examples:

4. App Installs – oCPM vs CPC
oCPM CPC

5. Clicks to Website – oCPM vs CPC
oCPM CPC

6. Learn more
https://www.facebook.com/business/news/updating-cpc-on-facebook

7. Thank You.