While researching Facebook data for a client account, I came across an annotation within the Net Likes graph in Facebook Insights. The annotation reads “Paid likes now include anyone who likes your Page within 1 day of viewing your ad or 28 days after clicking your ad. Learn More about this change.”
It’s important to note the attribution change when running Like Acquisition or other ad campaigns since paid likes are now being calculated differently for Facebook Pages. To help marketers understand the change, Facebook sites the below example:
“For example, if someone views an ad for your Page and likes your Page several hours later, it’ll be counted as a paid like because it occurs within one day of viewing your ad. If someone clicks your ad and likes your Page several days later, it’ll be counted as a paid like because it occurs within 28 days of clicking your ad.”
As a user, I don’t always click-thru right away when being served an ad. Oftentimes that brand will stay top of mind and I may visit the Page later to see what the brand offers or to learn more. If it’s something that interests me, I will Like the Page. With this new calculation from Facebook, marketers are able to better understand the long term effects of Facebook ads over time.
Let us know your thoughts on the recent change…