Facebook plans to make changes to the advertising metrics it reports in a move that will give advertisers greater transparency into the way they measure campaign performance, reports MediaPost, which added that the metrics “will help marketers with paid and organic social campaigns as well as those related more to search within the site.

“The move follows a series of measurement problems that have spanned about two years, as well as challenges that marketers face with attribution and analysis of data from their campaigns.

“The changes, reported in a blog post, list the removal of roughly 20 reporting metrics that will take place in July 2018. Facebook acknowledges that these metrics were either redundant, outdated, not actionable or rarely used. Making ad metrics clearer by measuring what matters is the theme. The changes also include renaming some of the metrics and explicitly pointing out when the ad metric is, in fact, just an estimate and not a finite number.

“One of those metrics that will be eliminated — the social reach metric — shows the number of people who saw an ad with social information above it. This metric, which notes such information as friends who also like a certain brand, is not meaningful enough to keep.”

More here.