Facebook re-launches Atlas, boosts ad tracking

According to the company’s blog post, the latest version of the platform that Facebook acquired from Microsoft last year offers not only a new interface, but has been completely rewritten. The company claims that the new Atlas delivers “people-based marketing”, meaning that advertisers can follow users across devices, platforms and publishers. This implies that Atlas can track if a user has seen an ad on their smartphone and made a purchase on their laptop, for example.

The company says that Atlas can now connect online campaigns to offline sales, and that targeting and measurement capabilities have been built in. It has also announced a group of partners, including Instagram, which is now enabled with Atlas to measure and verify ad impressions.