Facebook is launching a new analytics tool in partnership with Nielsen
July 19 2017 - 02:30PM
Dow Jones News
By Lukas I. Alpert
In its continuing efforts to sell publishers on the benefits of
Instant Articles, Facebook is launching a new analytics tool in
partnership with Nielsen that will give news outlets more data on
how their stories perform on the platform.
Facebook has long argued that stories posted through its
fast-loading Instant Articles program have led to greater
engagement from readers, but some publishers have remained
unconvinced given the lack of specific enough data.
In the past, Facebook has made available performance data
aggregated across the 10,000 or so publishers who have tried the
program. The new tool will now allow publishers to see how their
specific news organizations' stories perform on Instant Articles
collectively, enabling them to compare against those posted using
traditional links sending readers to a mobile web page.
"This insight provides an important signal publishers can use to
make informed business decisions about how they share content on
Facebook," said Facebook product manager, Mona Sarantakos.
Write to Lukas I. Alpert at lukas.alpert@wsj.com
(END) Dow Jones Newswires
July 19, 2017 15:15 ET (19:15 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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