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Facebook adds “view through” conversion tracking

Facebook is probably the webs most fascinating advertising platform and they are investing heavily in making it easier for advertisers to measure ROI. The latest change is a new conversion tracking system similar to Google AdWords as well as a feature that allows you to track customers who see your ad on Facebook (but don’t click on it) and then buy a product from you later.

This feature is likely to be a bit controversial because it’s very easy to get a lot of impressions on Facebook and just because an ad loaded on a page doesn’t mean somebody actually looked at it. We did a campaign last week on a CPC basis and got about 3 million impressions in one day for £150. If we were selling a mainstream product then quite a few people who saw the advert would buy a product in the future and Facebook could look like a very high ROI source.

I’m convinced that Facebook will one day merge their ads more into the content and suddenly everybody will be advertising on there just like with AdWords.

BY Patrick Altoft AT 3:11pm ON Friday, 12 March 2010

Patrick Altoft is Director of Search at Branded3 and has worked in the SEO industry for over 10 years. With experience across some of the worlds largest brands as well as startup businesses Patrick is well known in the industry and speaks regularly at the major SEO conferences and events. Follow Patrick on Twitter or Google+

Comments

  • http://www.conversie-optimalisatie.com Martijn van Vreeden

    Nice to know they are adding this feature to Facebook advertising. Now all we need to figure out is what the value of a view through conversion really is. In Holland there are some heated discussions regarding this type of conversions, especially when it comes to affiliatemarketing and banners.

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  • http://link-building-services.net/ Bella Mcduffi

    This sounds great but I am still a non believer in all these social marketing thingies. how to get on page 1 on google

  • http://www.syscomminternational.com/blog SysComm

    Yes, true, facebook is making amazing leaps in improving and developing their advertising offerings. might actually put a threat to google PPC.

  • http://philippeog.com Philippe Oger

    I totally agree with you. I can feel that Facebook is going to be huge as well. I think display advertising is going to have a massive change soon, especially with Facebook connect.

    I saw this stuff the other day

    I thought, this was huge and I just realized that, display advertising on websites could do the same thing.

    Facebook connect rocks!

  • http://www.dailyblogtips.com/the-pros-and-cons-of-using-video-in-your-site-or-blog Cassaundra Menes

    Hooh, pretty nice idea, thank you! I found your site via

  • http://www.surveymoneymachine.com Erik Stafford

    I actually using my Facebook for advertising my Blogs and Articles. Facebook is one of the best tool for SEO. =)

  • http://emt-systems.pl/szkolenie_hydraulika.html Hydraulika

    ang Google said
    What does Google say? According to Google, “View-through conversion tracking provides you with additional information related to the value of your display campaigns on the Google Content Network. This feature provides a measure of the number of online conversions that happened within 30 days after a user saw, but did not click, a display ad on one of the sites on the Google Content Network. You can use View-through conversion tracking to better measure return on investment (ROI) for your display campaigns and optimize your campaigns based on how users are responding to your display ads.”

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