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Recommended link: Techcrunch summary
With recent research being used to assert by Forrester and Business Insider that Facebook and Twitter Do Almost Nothing for Sales, this is an interesting measurement initiative by Facebook that urgently needs to prove to advertisers and shareholders alike that Facebook does influence sales.
The measurement approaches applies to Facebook advertising rather than wider Facebook marketing using company pages. There is certainly a need to prove the value of Facebook advertising with high profile advertisers like GM terminating a $10 million investment in Facebook advertising earlier in the year.
Facebook ViewTags tracking. Source: Techcrunch.
Techcrunch gives two individual examples of the insight this can give from two advertising platform owners using the technique:
Of course the impression-only conversions can be influenced by advertising or interaction in other channels too, they’re not necessarily due to Facebook ads.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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