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Facebook rolls out analytics tools for Instagram ads, App Links

Aug. 21, 2014 2:36 PM ETMeta Platforms, Inc. (META) StockMETABy: Eric Jhonsa, SA News Editor3 Comments
  • Five months after striking its first major ad agency deal, Instagram (FB -0.2%) is offering advertisers the kind of analytics and campaign-management tools they're accustomed to having for campaigns on Facebook proper (or for that matter, Google or Twitter).
  • A performance-tracking dashboard includes tabs for creating/previewing ads, tracking ad impressions/reach, and monitoring user engagement. Facebook has been taking a go-it-slow approach to monetizing Instagram's 200M+ users, even as many top brands gain huge followings on the photo/video-sharing platform.
  • Separately, Facebook has launched analytics tools for its App Links platform, which allows links within apps (including ones found in Facebook ads) to open other apps. The tools, provided by Facebook's Parse app tool unit, allow developers to track clicks and return visits, among other things.
  • Facebook mentioned in July App Links, adopted by the likes of Spotify, Hulu, and Vimeo, has enabled 1B+ links. Product manager Vijay Shankar notes their ability to improve mobile ad quality, which in turn can improve click rates/pricing. "Ads on mobile [have] a lot of catching up to do, and I think this can help with that."

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