Facebook offers new reach and attribution measurement tools

Facebook has launched advanced measurement for all advertisers, as a part of its Facebook Business Manager offering. The product was previously available only for large enterprises, and will now be available for all advertisers.The social media giant said the new cross-platform measurement will provide services for advertisers of all sizes, in addition to serving Facebook's enterprise clients currently using Atlas measurement solutions.The first two products will focus on reach and attribution, in other words, making it easier to compare the effectiveness of Facebook, Instagram and audience network alongside other publishers. The tool is still in testing, with plans to refine the interface and introduce more data as it launched.Facebook says advanced measurement is currently in testing, with plans to refine the interface and introduce more data as it rolls out. The company also intends to move Atlas advertisers to the new interface over the next year.