Company addresses concerns about long lag times for engagement data.
Facebook has an answer for marketers lamenting long lags in post engagement metrics. At its fMC event today in New York City, the digital giant said its Page Insights now includes real-time data. The latest Page Insights iteration will be available to all businesses in the next few weeks, the company said.
Give Facebook credit for being attentive to product problems. Misi McClelland, metrics and media director at Ignite Social Media, spoke with ClickZ Friday about Facebook Insights data being four days behind, or "like a month in marketing time," she added. That four-day lag was reflected on WhyIsFacebookInsightsNotWorking.com, a site built by Facebook analytics firm Page Lever. The goal of the site has been to "give everyone a simple site to see how far behind you should be," states the site.
Menlo Park, CA-based Facebook said the upgraded Insights are designed to let marketers promote the most engaging posts by pinning them in a new Pages feature. The company says the upgraded version should help brands attend to posted content that is performing poorly as well.
Meanwhile, it's been quite a day for Facebook's Marketing Solutions team. It also announced Timeline brand pages, enhanced premium ads, mobile ads, a new ads-based monetization product, and a deals marketing platform for SMBs.
What's more, an overflow crowd of several hundred marketers came to the American Museum of Natural History to see the unveilings. Reps from Procter & Gamble, Walmart, Pespi, and other Fortune 500 brands were on hand.
As one player was overheard quipping, "If someone dropped a bomb on [this place], a good chunk of the brand marketing community would be wiped out."
Kate Kaye contributed.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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