<< by on August 10th, 2011
The other day I was posting to my Facebook profile and an ad caught my eye:
The image looked interesting, so I clicked on the ad. I don’t normally click on many Facebook ads, but this image really caught my eye. The ad took me to survivalstraps.com, a company that creates “bracelets” out of paracord. The bracelets can then be unraveled and used for emergency situations. If you end up having to use the bracelet, if you send them your story and a picture, they’ll even send you a new bracelet for free.
Not only did I think this was a cool concept, I appreciated the fact that Survival Straps connects to its military following by supporting the Wounded Warrior Project. So, impressed by this company (which doesn’t happen for me every day), I shared the company’s website on Facebook.
Within one hour, two of my friends had already purchased bracelets. Here I hadn’t even purchased one — I simply shared how impressive I thought the idea was, and that act of social sharing generated two sales for Survival Straps.
While Facebook has taken away conversion tracking from ads, even their conversion tracking wouldn’t have counted that ad sharing as a conversion, because I didn’t “like” the ad. I simply created a new status update after seeing it. Conversion tracking from these ads is really going to be the responsibility of the individual advertisers, and I hope that Survival Straps has analytics set up (perhaps Google Analytics with ecommerce) to determine what their true value from the ad was.