The Power of People-Based Measurement for Online Advertising on Facebook

Online advertising is a powerful tool for reaching potential customers and growing your business. But how do you know if your ads are effective? How do you measure the impact of your campaigns on your bottom line?

Traditionally, online advertising has relied on cookies and device IDs to track user behavior and attribute conversions. However, these methods have several limitations. They can only measure activity within a single browser or device, they can be blocked or deleted by users, and they do not account for the complex and dynamic customer journey across multiple channels and platforms.

That’s why Facebook has developed a people-based approach to online advertising measurement. People-based measurement is a way of measuring the effectiveness of your ads by linking them to real people and their actions across devices and platforms. It allows you to understand how your ads influence people’s behavior throughout the purchase funnel, from awareness to consideration to conversion.

People-based measurement is possible because Facebook has a unique advantage: its identity graph.

The identity graph is a database of over 2.8 billion monthly active users who log in to Facebook and its family of apps (Instagram, Messenger, WhatsApp) with real identities. This means that Facebook can connect your ads to those who see them and track their actions across devices and platforms, even if they switch browsers or delete cookies.

Using people-based measurement, you can gain valuable insights into your online advertising performance and optimize your campaigns accordingly.

Here are some of the benefits of people-based measurement for online advertising on Facebook:

• You can measure the true reach and frequency of your ads. You can see how many people saw your ads and how often they saw them, regardless of the device or platform they used. This helps you avoid overexposing or underexposing your audience and wasting your ad budget.
• You can measure the cross-device and cross-platform impact of your ads. You can see how your ads influenced people’s actions across different devices and platforms, such as desktop, mobile, web, app, Facebook, Instagram, etc. This helps you understand the customer journey and attribute conversions more accurately.
• You can measure the incremental lift of your ads. You can see how your ads influenced people’s behavior compared to a control group that did not see your ads. This helps you quantify the causal impact of your ads on your business outcomes and calculate your return on ad spend (ROAS).
• You can measure the long-term value of your ads. You can see how your ads influenced people’s behavior over time, such as repeat purchases, loyalty, retention, etc. This helps you optimize your campaigns for lifetime value (LTV) and customer acquisition cost (CAC).

People-based measurement is a game-changer for online advertising on Facebook. It enables you to measure what matters most: the impact of your ads on real people and their actions. By using people-based measurement, you can make data-driven decisions and improve your online advertising performance.

If you want to learn more about people-based measurement and how to use it for your online advertising on Facebook, contact me today. I am an expert Facebook marketer with years of experience in helping businesses grow with Facebook ads. I can help you set up and run effective campaigns using people-based measurement and other best practices. Let’s work together to achieve your online advertising goals!