Facebook adds “view through” conversion tracking

  • 1
  • March 12, 2010
Patrick Altoft

Patrick Altoft

Director of Strategy

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.