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Facebook measure conversion
Facebook ads now measure offsite conversions and ROI
Facebook have recently announced the launch of their new conversion measurement system on its platform. This tracking tool is basically a way to measure and optimise Facebook ads by showing the conversions they generate.
This means that direct response marketers can finally measure the true value of their advertising. The tool makes it possible to track user actions outside of Facebook, such as sales, registrations, leads, key page views, adds to cart or other website conversions for brands, following a click or view of an ad placement.
Facebook also claim that this is the only solution that can report cross-platform conversions; when a person views an ad on one device (such as their phone) but converts on another (their desktop computer or tablet).
This release is extremely valuable for websites with a transactional element, in particular ecommerce brands within the retail, travel and financial services industries. Advertisers will already be familiar with how to implement conversion tracking on these websites, it’s a simple process similar to other third party solutions; Facebook’s measurement tool is used to create a tracking code for placing onto the conversion page of the site, from this point user actions will be recorded and shown on the advertising reports.
This Week in Digital – 28th January 2013
What’s happened this week:
- Netflix announced a modest profit and growth to 29m US and 6m international streaming subscribers, illustrating that OTT video is beginning to scale.
- Twitter launched Vine, the 6 second video equivalent of a tweet.
- Facebook announced that conversion tracking via an optimized CPM will be available for all advertisers. This is a quiet but significant move to a post cookie world. Read more →
This Week in Digital – 22nd January 2013
What’s happened this week:
- Facebook announced Graph Search, a new feature to search within the users’ Social Graph. Another development in the rise of the Interest Graph technologies that advertisers need to understand.
- A little less coverage went to another disruptive Facebook move to deliver free calls to US iPhone users.
What we have learned:
- There will be 200m 4G mobile subscribers in 2013 according the new Deloitte Global Technology Media Telecoms 2012 report.
- 60% of the UK’s 10m Twitter users watch TV as they tweet, from the Twitter TV book, an in depth study in to this new form of media multitasking.
- 20% of Digital auto sales leads are coming from mobile devices.
