Facebook is rolling out a new tool for publishers using Instant Articles to measure how their articles perform on their platform compared to the mobile web. The tool, with article views calculation methodology verified by Nielsen, will only be available to publishers who have published enough Instant Articles and mobile web versions of articles to measure the difference. The tech giant says they hope to add more metrics to measure Instant Article performance in the coming months.

This is is one of many in a series of moves Facebook has taken to make Instant Articles a better experience for publishers, in light of complaints from some outlets that Instant Articles are hard to monetize and convert for other platforms.

Why it matters: The goal of the tool is to help publishers make better decisions around how they share content on Facebook. In a blog post, Facebook touts the success of Instant articles in engaging users, which means that they likely hope the measurement tool will reaffirm to publishers the power of Instant Articles.

Findings: The Nielsen analysis reveals other variables and effects that Instant Articles' impact on referral traffic from Facebook. Some are obvious, like news cycles and internet connectivity/regional differences affect traffic overall. Others are less obvious, like competition for attention in News Feed drives people to easy to consume formats and people's propensity to click on Instant Articles is correlated to the volume of Instant Articles they see from a publisher.

Success metrics: (Previously reported success metrics Facebook hopes will be reflective in the new tool that Publishers will hve access to measure against their own content.)

  • 20% more clicks: As people see more Instant Articles in News Feeds, they read 20% more Instant Articles
  • 70% less likely to abandon: Once they click, less likely to abandon the article because they aren't waiting on a long load time
  • 30% more shares: People share 30% more Instant Articles than mobile web articles on average

Go deeper

Jeff Sessions loses Alabama Senate primary runoff

Jeff Sessions. Photo: Michael DeMocker/Getty Images

Former Attorney General Jeff Sessions has lost the Republican nomination for Senate to Tommy Tuberville in Alabama in Tuesday night’s primary runoff, AP reports.

Why it matters: Sessions had been the underdog in the race against former Auburn University head football coach Tommy Tuberville, who had the backing of President Trump. Tuberville will now face off against Sen. Doug Jones (D-Ala.) in November, who is considered to have one of the most vulnerable Democratic Senate seats in the country.

Updated 5 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 9 p.m. ET: 13,273,537 — Total deaths: 577,006 — Total recoveries — 7,367,106Map.
  2. U.S.: Total confirmed cases as of 9 p.m. ET: 3,424,304 — Total deaths: 136,432 — Total recoveries: 1,049,098 — Total tested: 41,764,557Map.
  3. Politics: Biden welcomes Trump wearing mask in public but warns "it’s not enough"
  4. Public health: Four former CDC heads say Trump's undermining of agency puts lives at risk — CDC director: U.S. could get coronavirus "under control" in 4–8 weeks if all wear masks.

Bank CEOs brace for worsening economic scenario

JPMorgan CEO Jamie Dimon. Photo: J. Lawler Duggan/For The Washington Post via Getty Images

Wells Fargo swung to its first loss since the financial crisis — while JPMorgan Chase and Citigroup reported significantly lower profits from a year earlier — as the banks set aside billions of dollars more in the second quarter for loans that may go bad.

Why it matters: The cumulative $28 billion in loan loss provisions that banks have so far announced they’re reserving serves as a signal they’re preparing for a colossal wave of loan defaults as the economy slogs through a coronavirus-driven downturn.