Facebook places emphasis on community-driven experience. Because of this, Facebook is trying hard to build out its Groups platform to try and convince businesses and advertisers that it’s worth their time. They launched their Group Insights module in June of last year to allow businesses to see growth and activity metrics.
Now, they’re expanding to include the ads pixel in the module for a select number of Groups. The pixel, which is the code that is embedded on a website to track Facebook ad engagement, will also track Group content and how it impacts traffic and conversions on websites.
The data will be displayed inside of the Group Insights instead of the Ads Manager. Brands and influencers will be able to track just how successful their Group page is in regard to their website and other content. As the tool is tested over time, more Groups will be granted access to the new feature.
Sources: Marketing Land