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Photo: Getty Images

Facebook is introducing new labels on some of its advertising metrics and removing some outdated ones. The company is also launching a program to help educate marketers more broadly about measurement. 

Why it matters: Facebook has been making efforts to increase transparency around metrics, including agreeing to an industry audit, in light multiple instances of inflating metrics over the past few years. The industry has generally been putting pressure on "walled gardens," or tech firms, to be more transparent about their data and metrics.

Two new labels will now appear in Facebook's Ads Manager: "estimated" or "in development." These labels will help marketers evaluate how to consider metrics in their dashboard.

  • Estimated metrics are calculated based on sampling or modeling and often reflect real-time results. "Reach" is an example of an estimated metric, because it will change in real-time.
  • In-development metrics may be new or in testing, so they may evolve as Facebook improves its ad products and methodologies. They are typically automated measurements that require both polling and machine learning.
    • An example: Ad recall, or how well you remember a brand after seeing its ad.

Facebook says it's removing roughly 20 metrics, including "social reach," that marketers say are outdated, redundant, etc. to help them focus on more "meaningful" ones. The company announced last month that it would begin measuring success on its platform through "meaningful engagement," rather than time spent.

It's also launching a program in March called Measure What Matters to help educate marketers more broadly about measurement. COO Sheryl Sandberg has said repeatedly on earnings calls over the last year that Facebook's mission is to work with marketers to help them better consider and understand metrics that get them to the point of sale.

Go deeper

Bryan Walsh, author of Future
34 mins ago - Health

Schools face an uphill battle to reopen during the pandemic

Illustration: Aïda Amer/Axios

President Biden's plan to accelerate the reopening of K-8 schools faces major challenges from a still out-of-control pandemic and more contagious coronavirus variants.

Why it matters: The longer American kids miss in-person schooling, the further they fall behind. But the uncertain state of the science on the role young children play in the pandemic continues to complicate efforts to reopen schools.

Focus group: Former Trump voters say he should never hold office again

Illustration: Sarah Grillo/Axios

"Relief" is the top emotion some swing voters who used to support Donald Trump say they felt as they watched President Biden's swearing-in, followed by "hope."

Why it matters: For voters on the bubble between parties, this moment is less about excitement for Biden or liberal politics than exhaustion and disgust with Trump and a craving for national healing. Most said Trump should be prohibited from ever holding office again.

Updated 15 hours ago - Politics & Policy

Coronavirus dashboard

Illustration: Eniola Odetunde/Axios

  1. Health: Most vulnerable Americans aren't getting enough vaccine information — Fauci says Trump administration's lack of facts on COVID "very likely" cost lives.
  2. Politics: Biden unveils "wartime" COVID strategyBiden's COVID-19 bubble.
  3. Vaccine: Florida requiring proof of residency to get vaccine — CDC extends interval between vaccine doses for exceptional cases.
  4. World: Hong Kong to put tens of thousands on lockdown as cases surge.
  5. Sports: 2021 Tokyo Olympics hang in the balance.
  6. 🎧 Podcast: Carbon Health's CEO on unsticking the vaccine bottleneck.

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