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.
- Snapchat beats Facebook for daily video views
- Global study reveals 'authenticity deficit' among brands
- Report: Video is video regardless of screen
- Study: US mobile app experience low
- Top 4 tips to succeed at Mother's Day email
- Ad Roundup: New solutions for personalization, collaboration
- How brands can better manage social
- How data impacts marketing automation
Featured White Papers
- 6 SEO Predictions to Plan for in 2016
To succeed in 2016, marketers must pay heed to a number of critical SEO trends, including how they go about...
- How to Boost Reader Engagement 300%
Building an audience isn't just about quantity: it's also about quality. How can you increase the number of readers who...