Even though the reveal was a mistake, the cat is out of the bag about a new metric for Facebook Page administrators. The new metric is Returned Value and its reveal was an accident. Some administrators were accidentally given access to it, but that access has now been walked back. The metric measures returned value on ads or sponsored stories within 24 hours of being seen. When the metric will be released to the public is not known and when asked further questions Facebook issued an apology for accidentally revealing it and then offered no further discussion.
Photo Credit: Graphic Vibe
The digital marketing agency needs to think about this new metric. When it is released it will be easier for the client to note the value of ads and sponsored stories, at least the value as calculated by Facebook. This will possibly become an important way for the client to double check the social media agency’s efforts and billing. This move will force the social media agency to become more transparent. To make clients happy it would be prudent for the agency to become transparent before this happens and the agency appears forced into it.
Facebook Accidentally Rolls out Returned Value Metric
Tags: Add new tag, advertising, digital agency, Digital Marketing, Facebook