News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
New Facebook tool tracks ad-driven consumer activity
At the end of this week, Facebook will begin the roll out of a new tool for retailers that will enable the tracking of purchases, or other desirable actions, by users who have viewed their ads.
For a long time, retailers on the social network have been asking for a conversion measurement tool. Later this week that request will be answered.
The new tool, currently in beta, is part of Facebook's Optimized CPM bidding system and Facebook marketers can set up the system from within the Ad Manager page using a simple piece of code. That code can be added to any page, such as checkout, after which the measurement tool recognizes when the checkout page of a website is loaded by a customer who has previously clicked on a Facebook ad.
"This is not click-through-based, it's action-based, and the advertiser determines what the action is--add to cart, registration page, checkout page," David Baser, Facebook product manager, told Direct Marketing News.
There's an added benefit for advertisers. Data gleaned from the measurement tool, which is anonymous, can be used to tailor future ad campaigns to specific segments.
Fab.com has already tested the new tool and made savings of 39% on customer acquisition, claims Facebook. According to Facebook a conversion can be anything from a completed sale to any other desired action taken such as registering for a newsletter or viewing product information.
- Ad Roundup: Releases for content monetization
- In ecommerce, personalization missing the mark
- Product imagery on retailers' mobile sites lags desktop versions
- Why the press release is (still) not dead
- Expert: Why B2Bers need social
- Is your branded content memorable?
- Study: Most believe personalization key to success
- Report: Most Amazon sellers looking for new marketplaces
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...