Facebook to offer new reach and attribution measurement tools

The tools were previously offered by Atlas, an ad tech platform that Facebook acquired in 2013. In September 2016, Facebook began integrating the Atlas team into its broader measurement organisation.

Facebook is now beginning a test of advanced measurement tools focused on reach and attribution, to be offered via Facebook Business Manager. The tools are intended to make it easier to compare the effectiveness of Facebook, Instagram and Audience Network alongside other publishers. 

According to the announcement, the advanced measurement tools will be made available to more Facebook advertisers around the world over the coming year. The company will also look to integrate ‘additional measurement tools for performance and brand marketers beneath the advanced measurement umbrella', as well as transitioning clients that use Atlas measurement solutions to its advanced measurement products.