Facebook began testing a new advanced measurement tool focused on reach and attribution, the company said Tuesday.
Advertisers will have the ability to use Advanced Measurement to determine the media and the platforms such as Google search and display or Facebook and Instagram that had the highest reach to their targeted audience or drove the most purchases in their online store.
The launch comes as Google and Facebook struggle to improve their measurement technologies and become more transparent in the data collected. In recent months, Facebook admitted to making errors, both over-counting and undercounting its measurement metrics.
