Facebook to release new analytics products for advertisers
Facebook has announced the release of new measurement products that will help marketers gauge return on investment of cross-channel campaigns. Having announced partnerships with firms including Nielsen Catalina Solutions and Visual IQ, Facebook will be able to test the likelihood of follow-up purchases from ad viewings, as well as use multi-touch attribution to measure the quality of ad impressions.
Facebook is rolling out an array of additional measurement products it says will help marketers see how effective cross-channel campaigns are in terms of online and offline return on investment.

Today, the social network announced several partnerships with companies including Nielsen Catalina Solutions, Oracle Data Cloud, Visual IQ and Neustar MarketShare.

According to Facebook, the "people-based measurement" approach using third parties will give brands more accurate results. Brad Smallwood, vp of marketing science at Facebook, said existing measurement tools have often left measurement stuck in silos.

"Measurement is difficult, and one reason is that every vertical thinks about it a little bit differently," Smallwood told Adweek.