Optimized Native App Content with Real-time Insights
Publishers can now implement a variety of third-party tracking tools on their Instant Articles pages (however, not all solutions are fully integrated yet), which may open up capabilities to move beyond Facebook’s standard Publisher Analytics Tools to real-time content and optimization insights. This may allow content quality to be monitored in real-time and changes to quickly be made where necessary. Publishers also may use external analytics solutions to evaluate performance in real-time when embedding personalized recommendation widgets and ads directly into Facebook Instant Articles. Ultimately, these capabilities will help publishers maximize their click-through rate and provide readers with a more engaging experience.
To understand the effectiveness of in app mobile ads, it is possible that publishers will start utilizing comprehensive analytics solutions for measuring and evaluating real-time reactions to their Instant Articles native ad variations, comparing performance of different headlines in different variations. For example, here’s a screenshot of one of our reports, showing the click-through rate of specific ad variations over time. This report makes it easy for any marketer or editor to understand what’s working and what’s not, and then use that information to their advantage.
