By Seb Joseph

Facebook is to offer brands a new way to measure conversion, pushing sales not clicks as the best measure of campaign effectiveness on its platform.

The shift addresses a nagging issue among advertisers around how to move beyond last-click attribution. Now brands can evaluate which parts of their budgets on the social network are impacting sales in-store and online, potentially resolving the dilemma of return-on-investment from marketing on Facebook that has left some brands underwhelmed by the channel.

It is done through a tool, dubbed “Lift”, that indicates the rate of conversion based on consumers simply seeing an ad.

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Source: The Drum