Facebook’s measurement change is primarily related to how it accounts for and reports on of the way users interacting with and click on ads and content.
This means more detailed reporting options, which hopefully helps us uncover more meaningful insights and optimization opportunities for both content and ads shown on FB.
With conversion tracking and analytics, advertisers can now specify a single action or multiple actions to be measured for any ad group, and can optimize to these metrics. For ads and sponsored stories pointing to internal Facebook pages, marketers can now track page Likes, page post Likes, comments, @ mentions, check-ins, photo tags, and page post shares (including shares of special offers from brands). Marketers can also track ‘claimed your offer,’ ‘answered your question,’ ‘clicked on the Page post link,’ ‘viewed the page post photo,’ ‘viewed the Page post video,’ and ‘viewed a tab on your Page.’
For ads and sponsored stories pointing to Facebook applications, this list includes installs, users, and the number of times Facebook credits were spent in the app. When it comes to Facebook’s events feature, they can track “yes” and “maybe” RSVPs. Marketers will be able to look at these metrics in 1-day view-through and 1-, 7-, and 28-day click-through attribution windows.
Ad Age says:
“Over time we expect Facebook to provide even greater analytics and insights related to the influence of advertising and its impact of in-store traffic and sales by integrating the check-in function with the RSVP and coupon functionality. Doing so would tie online awareness to offline success in ways that have challenged display and search, and would ultimately extend this connection to the social graph and word-of-mouth effectiveness.”
Read and memorize folks! At least it’s a start to get beyond the dreaded “how many likes” conversation.
Born Curious 
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