If social media marketing skeptics still exist, their refrain is always the same: Show me the money. Social media ROI is often tough to show, but Facebook wants to change that.
This week, Facebook rolled out its “conversion lift measurement” worldwide. It aims to tell advertisers the number of people who saw an ad on Facebook and then made a purchase either in store or online. Facebook will compare that metric to people who may have made a purchase without seeing the ad.
How is Facebook able to do this? It’s a bit complicated. Advertising Age explains:
The company takes the list of people who were shown the ad on Facebook. Then it compares that list with a list from the advertiser of people who converted in some way, such as purchasing a product from the advertiser’s brick-and-mortar store or adding it to an online shopping cart.
For Facebook to track an advertiser’s online sales, the advertiser must place a piece of code on its site that lets the company see when a Facebook user visits their site and performs a certain action. The advertiser tells Facebook what actions to look for — like whether someone adds a product to their shopping cart or buys the product — and then Facebook marks the people who take those actions.
In-store purchases can be tracked if the retailer can get any information that would be linked to a person’s Facebook page, like an email address or phone number.
In practice, Facebook will show the ad to one set of users and not show the ad to another set. It will then compare purchasing behavior between the two in order to get the “conversion lift” metric.
According to TechCrunch, it’s one way Facebook is “making its advertising more accountable” for those paying for ads on the social network.
However, a tool like this may help social media marketers move past click-through rates and tie their digital efforts to tangible results: sales. Do you think it will, PR Daily readers?