Facebook Moves from “Connections” to “Actions”
by Rachel Serpa
Facebook recently phased out its “Connections” metric in favor of a richer, full-bodied “Actions” metric. The connections metric has functioned mostly to track user “Likes,” as well as basic initial actions such as app installs. In addition to these traditional insights, the new action metric allows marketers to understand users’ post-click behavior through more action-based analytics, and measure beyond clicks and downloads with daily, weekly and 28-day view-through and click-through conversion reports. These insights will make it easier for marketers to boost page post presence, increase viral exposure, and to target users based on behavioral patterns leveraged from these insights – compulsive coupon clippers, event frequenters, game players, etc. Metrics and optimization are now available for the following actions:
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