Facebook F8 Showcases HYFN8’s Heat-Mapping Technology
Facebook Canvas is a full-screen, mobile experience that lets marketers tell rich stories in a native, post-click environment. HYFN has developed heat-mapping technology that helps brands understand how users engage with Facebook Canvas at a more granular level, providing a deeper level of measurement that can optimize the experience and drive greater returns for advertisers.
Facebook F8, an annual developer conference to explore the future of technology, showcased HYFN’s Heat-Map on April 18. Read on to learn more about Facebook Canvas and HYFN’s Heat-Mapping technology.
Canvas ads are combinations of videos, images, and calls-to-action that are combined to create a large format media experience for users to engage with. A standard Facebook ad links users into Facebook Canvas experience, which expands to full-screen upon interaction. While commonly used for brand awareness objectives, the unique ability to house a variety of content allows direct response advertisers to create a deep experience around a complex product or larger product line. This makes Facebook Canvas a great choice for nearly any objective, and we’ve seen success around a variety of goals and business verticals. You can read more about this ad type on Facebook here.
What can HYFN track?
Facebook provides a number of metrics we can track for an individual execution, including:
- Clicks from the ad to expand Facebook Canvas
- Percentage of Facebook Canvas viewed
- Total time spent on Facebook Canvas
- Percentage of time spent on individual components
- Clicks on individual components
In addition, HYFN has built custom metrics (with more to come!), including:
- Engagement rate
- Total component clicks
How do I view performance?
HYFN8 has a custom heat-mapping technology for Facebook Canvas ads that highlights metrics per component. We love this technology because it espouses one of our core values: experiential reporting.
Experiential reporting means that we prioritize viewing analytics in the context of the users’ experience as opposed to being abstracted away into formats like spreadsheets. We do this for several reasons:
- It’s intuitive: We think in terms of flows and anecdotes, and yet we nearly always ingest reporting devoid of these things. By seeing performance directly in relation to the digital experience, we rapidly grasp where users are excited about our content and where it’s failing to resonate.
- It promotes empathy with our users: It’s easy to mistake the map for the terrain when you’ve run several campaigns. By seeing metrics objectively in the context of the Facebook Canvas itself, we can better understand how people with fresh eyes view our experience and make more objective decisions.
- It’s fun: Who doesn’t like a colorful graph? Staring at spreadsheets is monotonous, and our enthusiasm does know some bounds. HYFN8’s technology makes reporting accessible to all stakeholders, which means better ideas, input, and iteration.
I see my performance and I’m ready to iterate! What should I do now?
Depending on the specifics of your campaign, there are a lot of things you can do to improve engagement and return on ad spend, such as:
I noticed that view and click rates drop at one section then jump in a lower section
Consider moving the more engaging content up and possible cutting the less engaging item.
People don’t make it past a photo
Shorten the height or include a more prominent CTA to get users to scroll more.
There are lots of clicks on one photo but none on the others
Facebook Canvas ads sometimes do better when focused around a single, tight message. Break products into individual canvases and build tests to find out which products resonate within particular audiences.
My view time/percentage is high but my click rate is low
That’s not necessarily a bad thing! Lots of time engaging is strongly correlated to future sales, and awareness/consideration are necessary parts of the purchase funnel. With that said, strong CTA can definitely help, and limited offers always give users strong incentives to click.
The average percentage of Facebook Canvas viewed is very low
Facebook Canvas ads don’t have to scroll on forever, so consider shortening them up. Alternatively, you can create shorter sections so users consistently see new material they can scroll to.
What else should I know?
As with all advertising, success with Facebook Canvas ads is a combination of great creative content and messaging delivered to the right people with appropriate context. HYFN works with clients on each of these elements to ensure creative, strategy, and technology come together to deliver a high quality experience that grows your company.
Facebook Canvas is open to all advertisers on HYFN8. Reach out to us at email@example.com or visit https://hyfn.com/ if you have any questions.