What Does People Taking Action Mean on a Facebook Ad?
This is a number that simply accounts for unique actions being taken on your Facebook page or actions that can be attributed to your ad. If the same person does multiple actions, they are included once within this number.
What actions might this include? Think of any form of engagement. If you have a strong following and a user likes, comments, and shares your content, that is three tangible actions. However, it is only counted once.
Why? This metric is used to analyze how many people you are reaching as a result of your ad. If it is only one person who engages with your content, it should only be counted as one unique act.
Ultimately, people taking action represents engagement— and the kind that you want to be measuring as well. If you want to be consistently reaching out to new target audiences to grow, nuance your understanding of engagement to hone in on unique users. This allows you to effectively and accurately analyze that kind of growth.
However, if you have been focusing on remarketing, then the number of unique people taking action may not be as relevant to you. Instead, look into other content marketing metrics.
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What Happened to the People Taking Action Metric?
Facebook frequently changes its available metrics and analytics system as time goes on. Just like your audience and company continues to grow, so does the platform that you utilize. That is why you may have noticed that the people taking action is falling in popularity in marketing conversations. Facebook is phasing out and removing this metric alongside a few others, starting in July 2018.
However useful the people taking action may have been, Facebook is removing this metric in favor of metrics that encompass and reflect the variety of different actions users can take as ads and Facebook grow more and more complex. They suggest creating and taking advantage of your own composite metric (a report where you choose what insights to look at that doesn’t have to be exported) instead which should you give you a better idea of your business results.
How Do I Create a Custom Metric?
Learning how to make a custom metric is the closest way you can get similar information to the people taking action metric.
If you navigate to Business Ads Reporter, you can click on create a new report. From there, you can click customize and select metrics in order to indicate that you are making a custom metric. From there, follow the easy-to-understand steps that will pop up on your screen to make the best possible metric analysis for your client.