Facebook introduced a new conversion measurement tool at the beginning of the year, allowing users to make the most of their Facebook adverts through optimisation and measurement. The tool can show the number of website conversions produced via adverts and at the most fundamental level is a wonderful tool to showcase Return on Investment form an advert campaign.
The new measurement allows users to see how the Facebook ads drive checkouts and other leads such as purchases and key page views. The wonderful thing about these metrics is that they do not only show the success rate on a Facebook page but also on an external website too.
This in turn means that the ads can then be optimised with conversion tracking and so are then seen by the people that are most likely to click through to a conversion. This is of course is a significant benefit to brands and businesses who utilize Facebook for their marketing.
How to Use the Conversion Tracking
If you wish to use the feature then you will need to insert a piece of code generated by the tool to the site that you wish to track the conversions on.
This piece of code is linked to the Facebook page and so each and every time a person clicks through to the website from Facebook, the code will then show that a conversion has been made.
This conversion is then compared against the people or set of people who have clicked through and made the conversion. The advert manager then records the specific action, which in turn creates the metric and showcases the performance of the ad via your Facebook metrics. We’ve really benefitted from this at Pinpoint Designs, having found it a great way to measure once vague data.
Benefits
The benefits are obvious. Instead of having to look through external tools to see where the results are and the impact that the advert had for the brand, it is now all in one Facebook management tool. This makes it easier to optimise adverts based on who will be inclined to convert using OPCM.
The metric will show brands information on things like the number of fans who converted on the site after liking the page through a Facebook advert. Using this in tangent with OPCM means that the e-retailer has a whole host of information, such as the cost of a new customer. One of the most interesting conversion measurements is that we can see if a user views and advert on one device but converts on another.
For businesses, this is just another improvement in the Facebook metrics and the ability for them to measure a tangible ROI from Facebook advertising – something that’s been hard to do in the past but essential for the sites success and business’s interest.
This may be a bit of an advanced marketing technique that may require a professional with technical skills such as a ppc agency or other online marketing professionals.
This post was written by Lewis Sellers who is the Co-founder of Pinpoint Designs. You can follow him on Twitter or LinkedIn.
About the author
It’s a great tool for businesses that need to determine if they’re maximizing their Facebook ads. It’s also a way for Facebook to show businesses that their platform is beneficial for advertisers.
PPC is best way to gertting fast traffic on site. Facebook is best social site for smo. SMO is good the site is well.