Facebook is trying to get more brands on board with its mission to deliver community-driven experiences. As part of this initiative, the company is continuing to build out its Groups platform in an attempt to convince brands and advertisers that Groups are worth their time and effort.

After releasing Group Insights in June of 2017, Facebook has recently made its ads pixel available to a limited number of Groups.

A Facebook spokesperson sent the following statement on giving Groups access to pixel:

We launched Group Insights last year as a way to help admins see metrics regarding the growth, activity and membership of their groups. We’re now expanding Group Insights to let Group admins and brands link their groups with their existing Facebook ads pixel, allowing them to understand how members in their Group engage with their websites. To protect member privacy, new Group Insights linked to the ads pixel are only available to admins who manage groups with 250 or more members. We’re beginning to test this feature with a small number of partners, and will continue to roll it out in the coming weeks.

Offering Groups access to Facebook pixel (the code that is embedded on a website to track Facebook ad engagement) will make it possible for brands to determine how their Group content is impacting traffic and conversions on their websites.

Per Facebook’s Pixel for Groups help page, Group posts performance data will only display in Group Insights and not in an advertiser’s Events Manager or Ads Manager, as they are not attached to paid ads.

It has been just over a year since Facebook opened up Groups to brands, publishers, celebrities and all other Page owners.

In May, Group admins got a number of features to help moderate conversations on their Groups Page. Two months later, Groups got access to Watch Party, a tool that lets multiple users watch and comment simultaneously on a video shared by a Group.

With less and less organic content by brands getting prominence in the News Feed, Facebook Groups are one way brands and advertisers can still get in front of their audiences beyond paid social campaigns. And with the expanded performance metrics around Groups, brands will be able to measure just how successful their Group pages are performing. The challenge for brands and advertisers now becomes convincing Facebook audiences to join their Groups.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.