When an article is published from FBIA, it’s an HTML5 document already optimized for fast mobile performance, rich storytelling capabilities, branded design and customized visual display. From there, designers and developers are able to apply styling to the content and interactive pieces using a standardized markup language similar to XML.
To help publishers achieve their goals – and users stay in the Facebook app as long as possible – Facebook updated the layout earlier this year to display more ads. Additional features include event-driven elements like call-to-action units in the articles that make it possible to promote email signups or request Page Likes, push free trials and app downloads for publishers, and more. These features not only help publishers, they also help Facebook make money because the company gets paid when users view ads.
Using Instant Articles lets people read publishers’ content within the Facebook app, so Facebook users no longer visit publishers’ websites directly. However, you can use your existing web-based analytics and attribution systems to track article traffic from the usual third-party providers like Google Analytics and Adobe Analytics. Facebook also provides good analytics by published article for all Instant Articles to see metrics for reach (impressions) and engagement (time spent, scroll depth, clicks).