New Facebook tool shows marketers which ads drive sales

The social media platform recently unveiled its “conversion lift measurement,” which will show brand managers who advertise on Facebook how many clicks lead to actual purchases. 

Ragan Insider Premium Content
Ragan Insider Content

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.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.