<< by Sarah Lokitis on February 26th, 2013
When I entered the world of online advertising, I quickly learned that Google leads and all other platforms follow. This was true with Bing’s Microsoft adCenter and has held true into the social space with Facebook and LinkedIn advertising. While Facebook and LinkedIn advertising offer unmatched demographic targeting options, the advertising platforms are a bit behind the times and the reporting leaves much to be desired.
Late last month, Facebook finally tried to make up some ground by releasing a new conversion tracking process. This is crucial for direct response advertisers who use Facebook ads to lead users to third-party sites. With conversion tracking, Facebook can now show that the ads led to a sale, purchase, or action you wanted the user to take on a specific website (or Facebook page). This measurement tool will provide further optimization potential for the advertising campaigns, as it will become easier to see what works. Since Facebook knows their users (and they are typically forever logged in), a user who views an ad on their mobile phone, but then converts on their desktop computer will be tracked!