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.