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 Â£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.