Facebook has developed a new shopping ad format designed to increase the likelihood of discovery and a purchase by featuring a primary creative video or image above relevant product images.
According to a blog post by the social media giant, ‘Collection’ leads people who click on ads to an immersive, fast-loading shopping experience on Facebook that can showcase up to 50 products at a time.
“Tapping on a product will take the most interested people to a product detail page on a business’ website or app to purchase,” Facebook said.
To provide more insight into performance for marketers using ad formats, such as Collection and Canvas, that open into full-screen experiences, Facebook said it will begin testing a new outbound clicks metric over the coming weeks.
“In this test, outbound clicks will show the number of clicks leading people off of Facebook,” the blog said.
“We hope this offers marketers a clearer picture of people’s paths through the entire ads experience.”
Facebook noted that marketers with ads that appear on Instagram will also see outbound clicks reported.
“At the beginning of this test, if an Instagram ad directs to a destination on Facebook such as a Page, marketers will see these clicks reported as outbound clicks,” it said.
“As we develop outbound clicks over the coming weeks, we’ll apply the same filtering on Instagram that we do on Facebook to show outbound clicks only for clicks off Facebook-owned properties.”