Facebook’s New Tool Measures Sales Driven By Ads!

Jan 28, 2015 | 1,665 views | by Ritu Sharma
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It has been easy to measure how Facebook ads are performing on the basis of clicks and likes, but sales could never be figured out. But now, with Facebook’s new tool, one can measure the amount of new business they get from Facebook ads, specially offline, as said in an announcement today.

With a capability called “conversion lift measurement”, Facebook says it can help advertisers to measure accurately how much new business is being driven by the ads.

Here’s how Facebook measures conversion lift:-

  • When a Facebook Campaign begins, two groups are created. One is a random test group of people who see the ads in the campaign, and the other is a control group of people who don’t see the ads.
  • Advertisers share conversion data with Facebook throughout the campaign. Facebook determines additional lift generated from the campaign by comparing conversions in the test and control groups.
  • Any increase in sales in the test group is the result of a ‘conversion lift’ driven by the Facebook ads.

Facebook says that is is important to measure conversion lift because it addresses several challenges marketers are currently facing when it comes to measuring ad data, such as an over-reliance on clicks and the rate at which customers are shifting to mobile. Conversion lift management is currently offered to advertisers who work directly with Facebook via an account representative. Facebook intends to make lift measurement available more widely.

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Ritu from PageTraffic is a qualified Google Adwords Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.