Facebook

Overview

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, and Italy.

 

What We Capture

Regions

  • US
  • Canada
  • France
  • Germany
  • Italy
  • United Kingdom
  • Spain
  • Brazil
  • Mexico
  • Australia
  • New Zealand

Devices/Formats

  • Facebook Mobile App

Creative Types

  • Image
  • Video
  • Carousel
  • Dynamic Posts

 

What We Do NOT Capture

Devices/Formats

  • Desktop Ads

Creative Types

  • Messenger Ads
  • Story Ads
  • Ads not in the mobile newsfeed
    • 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.

 

Historical Data Collection

  • US  - 12/16/16
  • Canada - 1/1/2017
  • UK - 1/1/2017
  • Germany - 1/1/2017
  • France - 1/1/2018
  • Italy - 1/1/2018
  • Brazil - 1/1/2020
  • Spain - 3/1/2021
  • Mexico - 3/1/2021
  • Australia - 1/1/2020
  • New Zealand - 1/1/2020

 

 

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