Gone are the days when marketers could simply evaluate their business with a few reports, TV ratings and sales figures. Today, the volume of data can be daunting to navigate, luring marketers toward evaluating readily available metrics, such as fans, likes, comments, shares and clicks, in lieu of or at the expense of the metrics that drive the bottom line.

Facebook has seen and been a part of the shift to prioritize measuring actionable real-time metrics that can impact business objectives.  Read more from Facebook IQ.