Expanding Measurement Partnerships and Updating View Tags

Summary

Facebook is expanding its measurement partnerships to provide businesses with more tools to measure ad performance. They now have over 40 partners across specialties like marketing mix modeling, viewability, mobile app measurement, reach, attribution, brand lift, and sales lift. New partners include Meetrics, DoubleVerify, and Branch.

Additionally, Facebook is updating view tags, which were originally designed for desktop and are less effective on mobile. Starting July 1, new campaigns will use updated view tags that only count impressions for verification, not for other measurement. Existing campaigns will update by October 1.

Facebook recommends using approved measurement partners for more holistic insights.