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BizReport : Advertising archives : March 29, 2013

Platform tracks conversions through social space

With all the talk of how many shoppers are looking to social it makes sense for brands not only to be in social but to understand what is happening with social commerce. To that end Compass Labs has release the Conversion Tracking and Measurement solution, set up to give brands better insight into social commerce.

by Kristina Knight

Through the platform brands in the social space can track shoppers through the conversion funnel, finding how they arrive at the checkout and understand what the value of that shopper is to the brand as a whole.

"We are very excited about our comprehensive conversion tracking and measurement capabilities that allow marketers to finally realize the ROI of social advertising," said Compass Labs co-founder and CEO, Dilip Venkatachari. "With a Facebook-certified, internationally effective solution, we are providing marketers with the ability to truly understand the unique stories behind customer conversions. In addition to providing insights that help guide the strategy behind the conversion process, we are solving a large piece of the social ROI puzzle."

Currently the platform is offered to CLIQ Ads Manager clients. Using the platform retailers and brands can use pixels and click tags to behaviors after a sale is converted. This kind of information should help the retailer understand how the shopper arrived at the sale and how to engage that shopper in the future.

"For example, a major financial services brand is currently leveraging Compass Labs' measurement technology not only to identify those who convert by filling out an application for services, but also to track and optimize based on ongoing usage level and profitability of the newly acquired customers," writes the company.

Tags: Compass Labs, social marketing, social marketing tools, social network tools

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