The fact is that one-third of link clicks on Facebook and this goes to self-hosted instant articles. The Facebook claims to drive more traffic referral click-for-click as they are not abandoned by people. Now Facebook is actually teaming with Nielsen to benefit the individual publishers on posting with Instant Articles format.
Today Facebook is introducing for Instant Articles publishers an analytics comparison tool. It looks at the referral traffic from a group of people who see Instant Article versions of links, while a control group sees mobile web versions. Facebook hopes publishers will see they get more traffic from Instant Articles. The tool is rolling out to publishers who have posted both formats, and Facebook plans to increase metrics in the future to the tool.
Facebook launched in 2015 Instant Articles in a sterilized style featuring tons of restrictions on how many ads it can show and did not permit ways to include subscription purchase, newsletter sign-up or recirculation of units driving revenue.
Recently, Facebook is working to fix some problems. It now allow publishers to show more ads, introduce Page Like and have email sign-up buttons, though it is testing now the recirculation units so that the news outlets is able to drive readers from one article to another. In the fall, Facebook also plans to test a paid subscription paywall feature.
With the new tool, it is expected that the publishers can compare the referral traffic and the monetization of Instant Articles versus mobile web, to identify the ends making more money overall.