Tracking Off The Book: Conversion Measurement Comes To Facebook

One of the toughest tasks that most marketers face is tracking social media efforts.  Facebook is making it easier to do so with a new advertising tool. The new tool will allow advertisers to track the number of all web-based transactions that occur.

This will work similarly to most traditional paid search offerings. Users will be given a snippet of code to place on checkout success pages, thank you pages and registration pages that will attribute the specific keyword/ad to the conversion. The conversion data will then be shown within Ads Manager alongside the traditional Facebook data.

All Facebook reported that retailer Fab.com was able to reduce the cost per acquisition by 39% thanks to the new attribution tool.

This new feature is being rolled out to a select group of advertisers with a self-service plan scheduled for the end of November. No personal information will be shared with retailers, simply an anonymous look at the number of Facebook users who saw an ad then made the purchase in-store