Dive Brief:
- Several months ago Facebook notified mobile app advertisers they would no longer be able to track device-level data, but has now decided to continue to allow marketers that tracking ability.
- Advertisers have always been able to get data on how ads performed on specific devices.
- The idea of not allowing device-level tracking came from privacy concerns and Facebook wanting advertisers to focus on different metrics.
Dive Insight:
Money adds to weight to complaints and advertisers managed to prevent a change in the data they receive. Mobile app marketers have had access to device-level data that provides insight into how ads performed on specific smartphone types, but several months ago Facebook announced it would drop that data sharing. Even though the social media platform wants marketers to focus on campaign-based stats rather than device data, it listened to concerned advertisers and decided to continue sharing device-level data.
Facebook released a statement on the policy non-change, saying the decision was in order to allow marketers the option of receiving this kind of information.
"We advise our advertisers to apply people-based measurement solutions so they can determine when they're reaching multiple people, not just multiple devices. While we believe device-level reporting is not the most accurate way to properly determine advertising effectiveness, we want to provide advertisers with the choice to measure ads based on what is important to them," the statement read.
