Measurement allows marketers to understand the effectiveness of their advertising. But measurement across different devices, channels and platforms is difficult without a consistent denominator. That denominator should be real people. When real people aren't at the centre of your digital measurement campaigns, up to 66% of digital conversion events can go unrecognised¹. People-based measurement tells a better story about how your adverts are really performing.

One of the best ways to bring our people-based approach to more marketers is with trusted partners. This enables you to work with the independent and verified third-party measurement partners that you're comfortable with.

Today we're announcing several new products and integrations with our measurement partners that will help you understand which campaigns are performing best, which are selling the most products both in-store and online, and ultimately, how advertising is helping to grow your brand.

With over 90% of consumer purchases still happening offline², marketers still have a need to connect digital adverts to in-store sales.

Starting today, Nielsen Catalina Solutions will now offer Consumer Package Goods (CPG) advertisers the ability to understand the impact of Facebook and Instagram on offline purchases.

"Together, Facebook and Nielsen Catalina Solutions (NCS) are collaborating to offer a new robust sales lift measurement platform for the CPG industry. This solution will help marketers understand the sales impact of their advertising based on the largest and most representative CPG insights." – Carl Spaulding, EVP of Product and Strategy, NCS

An emerging measurement standard in digital marketing is lift testing. Lift tests look at how likely people are to buy a product if they haven't seen an advert and how likely people are to buy a product if they have seen an advert. Lift uses a traditional, scientific test vs control methodology. The test group sees an advert, while the control group does not. The difference between the two groups is the lift in sales from the adverts. Lift tests can only be performed when both groups have the same characteristics, and this can only be done reliably when the measurement is people-based.

We recently launched a new product called the Lift API that makes lift measurement accessible to more of our partners and advertisers. Oracle Data Cloud, which acquired Datalogix, is the first partner to integrate with our new API and make it possible for more retailers and CPG marketers to measure every campaign accurately.

"Oracle Data Cloud has been working with Facebook for four years to help advertisers understand the real-world sales impact of their campaigns, and our new integration with Facebook's Lift API will make that measurement more accessible to smaller businesses by allowing them to run their own studies, so advertisers of every size can drive better ROI and build closer relationships with their customers." – Eric Roza, SVP, Oracle Data Cloud

Marketing mix modelling is the preferred measurement system for many of the largest brands in the world. It allows brands to bring together large amounts of historical information from many different publishers and channels to make better marketing decisions about which adverts – TV, digital and print – are driving their desired outcomes. This can be challenging to do, especially in today's mobile-first world.

Today, we are making it easier for marketers to bring Facebook, Instagram and Audience Network campaign information into their marketing mix modelling by building integrations with Nielsen, Neustar MarketShare, Analytics Partners and Marketing Evolution.

When a person buys a product or service, there are typically several different adverts that influence that decision over different media, and often, over many days. For marketers, figuring out which of those adverts deserves the most credit for a purchase is difficult. Many times, it's easier to simply give credit to the last advert a person clicked on. Last-click attribution can unfairly discount other adverts that may deserve credit.

Multi-touch attribution fairly distributes credit among multiple impressions and clicks in a person's journey, and gives marketers a better look at the full picture.

Today, we're announcing Visual IQ and Neustar MarketShare as the first multi-touch attribution providers to integrate with Atlas. The integration between Atlas and Visual IQ and Neustar MarketShare will allow marketers to make smarter media investments.

Mobile app advertisers are also trying to move away from last-click attribution. Until now, these advertisers could only give credit to app install adverts that were the last click before a download. But what happens when there is no last click?

We recently looked across 30 mobile app install lift studies – with statistically significant results – and found that because only the last click before a download was measurable, advertisers weren't able to assign credit for an average of 14% of app downloads.³

Through our Mobile Measurement Partners – adjust, Adways Inc., AppsFlyer, Apsalar, CyberZ, Kochava and Localytics – we will now allow mobile app advertisers to assign credit to adverts that people have viewed but never clicked on, if that person eventually downloaded the app.

Whether your goal is to drive sales in-store or online, increase app installs or build your brand, it's important to be confident that your marketing spend is delivering those results. These new tools, along with our ecosystem of over 20 measurement partners, provide those insights.

If you are interested in working with any of the partners above to better measure the impact of your advertising campaigns on or off Facebook, please contact your account representative for more details.