Overview
Our opt-in panel allows us to track paid mobile newsfeed ads served to real Facebook mobile app users.
What we capture
Regions
| Region | Data collection start date |
|---|---|
| 🇺🇸 United States | January 1, 2018 |
| 🇨🇦 Canada | January 1, 2018 |
| 🇫🇷 France | January 1, 2018 |
| 🇩🇪 Germany | January 1, 2018 |
| 🇮🇹 Italy | January 1, 2018 |
| 🇬🇧 United Kingdom | January 1, 2018 |
| 🇦🇺 Australia | January 1, 2020 |
| 🇧🇷 Brazil | January 1, 2020 |
| 🇳🇿 New Zealand | January 1, 2020 |
| 🇲🇽 Mexico | March 1, 2021 |
| 🇪🇸 Spain | March 1, 2021 |
Devices and formats
- Facebook Mobile App
Creative types
- Image
- Video
- Carousel
- Dynamic Posts
What we do not capture
Devices and formats
- Desktop Ads
Creative types
- Messenger Ads
- Story Ads
- Ads not in the mobile newsfeed, such as:
- Canvas / Instant Experience Ads
- Collection Units
- Playables
- Slideshow Ads
Methodology
Panel-based data collection
Our opt-in Facebook panel allows us to track paid mobile newsfeed ads served to real Facebook mobile app users in the US, United Kingdom, Canada, Germany, France, Italy, Spain, Mexico, Brazil, Australia and New Zealand.
Mobile users organically discover and actively opt-in to share data about the newsfeed ads served to them on their Facebook app via free third-party apps. We do not collect personally identifiable information (PII) from our panelists at any time.
Our panels include hundreds of thousands of users, each representing various demographic and user characteristics.
Impression, spend and CPM estimation
Our Facebook spend, impression, and CPM estimates are derived using Facebook's publicly reported mobile ad revenue and industry averages of CPMs. We apply our sampled data from the panels and estimated CPM rates to calculate impressions and spend, rolling these up by creative, brand and advertiser.
As the quarterly reportings change, our Facebook CPM figures can change. We validate estimates against reliable industry sources who also estimate Facebook CPM and data provided by our customers.
Gender
Gender is assigned to panelists based on ad impressions served from gender- skewed advertisers
Platform
Pathmatics receives the operating system of the device for each impression served to panelists
Geography
Pathmatics receives the city and state of each panelist when each impression is served.