FB Measure What Matters | Travel MKT Playbook

Your measurement toolkit by journey and phase Facebook measurement products can be applied across the entire customer journey. However, it’s important to note that each stage of the customer journey can be associated with two types of metrics – brand metrics and direct response metrics, depending on what your goals are. Brand metrics typically measure brand engagement outcomes like awareness, consideration, and intent, while direct response metrics refers to actual conversions.

Here we’ve further broken down what the measurement journey should look like based on the outcomes you’re measuring for.

Direct Response and Optimisation Measurement Journey