Track On: Conversion Measurement Rolls Out For All Facebook Advertisers

Back in November, Marketers rejoiced as Facebook announced conversion tracking for advertisers. Yesterday Facebook officially announced that conversion tracking will be rolling out to all advertisers.

Conversion-Tracking

This is a huge boon for those spending money on Facebook as actions taken off of Facebook can be tracked back to the specific Facebook ad within Facebook’s advertising system.  Advertisers can implement the new optimized CPM (OCPM) format to deliver ads to those that will most likely convert. In the select release, Facebook found that on average conversion measurement helped lower the cost of conversions by 40% than traditional CPC.  Facebook also shared the following success metrics from some advertisers in the beta release:

  • Fab.com was able to reduce their cost per customer by 39 percent using conversion measurement.
  • The Democratic Governers Associated were able to decrease their cost per mailing list sign-up by 85%.

Conversion data can be found in Facebook’s Ads Manager, Power Editor, or API. To get started head to any of the above locations and make sure that “Track conversions on my website for this ad” is checked and the conversion pixel is installed on the proper page.

Conversion-Tracking-Enable

For more information, head over to Ads Manager, Power Editor or see the official Facebook post.

Related Topics: Channel: Social Media Marketing | Conversion Rate Optimization | Facebook | Facebook: Advertising | Top News

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About The Author: is the Director of Marketing for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



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  • Pat Grady

    Many articles leading up to the one, described the tracking in such general terms, that I personally thought it could be contorted as view thru tracking… does this tracking platform use ad clicks (or something else) as cousin to the completion pixel?

  • Pat Grady

    Anyone know more?

  • Pat Grady

    finance.yahoo.com/news/facebook-opened-front-war-google-184100446.html

    Yep, it’s imps as the basis for driving sales. CPM is regarding impressions. If they “saw” your ad, then bought, attribute it to the view thru.

    Blech.

  • Pat Grady

    “More recently, it has been combining a limited test of conversion tracking with a feature called Optimized CPM, which automatically tunes campaigns to specific marketing goals like product sales or app downloads, rather than crude link-clicking metrics.”

  • Pat Grady

    Haha, poor G, with their “crude” clicks leading to sales tracking. Maybe some day they’ll use imps and ditch all that old fashioned clicks stuff. Bahahaa! This shitake is too stoopid to fathom!

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