How will Analytics work with Facebook Instant Articles?
Does Facebook Instant Articles support content and audience analytics?
Facebook Instant Articles supports comScore attribution, so comScore is notified each time an article view happens on Facebook. Publishers can also use their existing web-based analytics systems to track article traffic, or use third-party providers like Google Analytics or Omniture. Facebook is in discussion with European attribution and measurement providers to provide the similar solutions for EMEA partners.
How does Facebook Instant Articles influence referral traffic?
Instant Articles lets people read publishers’ content within the app. In other words, when people read Instant Articles, they no longer visit publishers’ websites directly. Facebook worked with comScore to enable publishers to count Instant Article views in the app as regular traffic to the publisher, just as on the mobile web.
What kind of readership data does Facebook provide?
Instant Articles allows publishers to track reader-engagement with Facebook’s own content analytics tools. Along with aggregate activity data, Facebook provides publishers with information on article reach and engagement, time spent in each article, scroll-depth and engagement with rich media assets like photos and videos. As with all of Facebook’s data products, no personally identifiable information is shared with third-parties, including publishers.
Can Facebook Instant Articles provide more specific data around users’ geography, interests, age, gender, education, household income?
Facebook’s Page and Domain Insights provide data on age, gender, language, and geography breakdown of traffic to your page and domain, both web and native, on an aggregate basis. Facebook’s goal is to provide the same data that publishers are used to having about visitors on the mobile web.
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