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Facebook rolls out new sales model offering conversion lift

Social giant Facebook is rolling out a new model that
determines online or offline sales “lift” as a result of online ads, reports Media
Post.

Social giant Facebook is rolling out a new model that
determines online or offline sales “lift” as a result of online ads, reports Media
Post.

According to the report, Facebook says it can now determine
conversion rates as a result of consumers simply seeing digital ads. “By using
lift measurement, an advertiser can determine the incremental business/sales
that the ad impressions caused,” a Facebook spokeswoman was quoted in the
report as saying.

Facebook advertisers can now apply this measurement method
to both online sales, using conversion and Custom Audience pixels, and offline
sales, using Custom Audiences and CRM data from advertisers.

“By offering its
advertisers a measure of conversion lift, Facebook is smartly catering to
advertisers that want to understand how ad dollars aren’t just driving clicks
but actual sales,” eMarketer analyst Lauren Fisher told Media Post.

In lieu of clicks, Facebook uses test groups — one exposed
to specific ads and the other not — to determine the sales lift of individual
campaigns.

“Advertisers can determine what sales were driven by what
ads and see the additional lift that occurred among the test group,” according
to a Facebook spokeswoman.“This is a similar methodology that many other
industries use — from medicine to direct mail marketing — to determine
causation,” she added.

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