‘Conversion lift’, introduced on the company blog, will attempt to measure impact by using advertisers’ conversion data from a Facebook campaign to compare people that have seen the ads to those that have not. The brand claims this will determine the additional business lift brands gain from placing ads on its platform.
Facebook claims that digital marketers have faced some “challenges” with relying on clicks to measure the effectiveness of campaigns in the past. They attribute this to clicks not being a useful measure of the amount of ads users see, which ignores the impact of display ads.
Laura Fisher, an analyst Read full story ›
Source: Marketing Week
Industry News