<< by Renee Revetta on September 24th, 2010
Facebook announced yesterday that it decided to end their beta test of conversion tracking for Facebook advertising. While it’s a missed opportunity on Facebook’s part, there are ways to get around this set back. With the help of a back end database like SalesForce.com, you can still collect conversion data from your Facebook ad campaigns. By tagging the destination URL of the ad with a lead source, you can see how many downloads, sign-ups or purchases are originating from Facebook ads.
If you are running a variety of ads with different titles, copy and associated landing pages, you can create specific lead source tags to determine which ad is converting the most. From there, funds can be re-allocated to the better performing and converting ads. This may sound familiar to you PPC folks, and that’s because it is. It’s time to start implementing those tried and true strategies to social media platforms as well.