Facebook Testing Conversion Tracking Tool for Advertisers

Facebook is now testing a new tool with some advertisers where they can track “conversions” resulting from their Facebook ads. Brian Boland, the company’s manager of direct response solutions, mentioned it briefly while on stage today at the OMMA Social conference in San Francisco.

The company isn’t saying much more about what the tool tracks. We’re guessing it’s something similar to features found in other advertising tools that let you track traffic to a “goal” page so you can measure the cost per acquisition (CPA) of your ads rather than just the cost per click (CPC). Given Boland’s role, we also assume that the tool will eventually  become generally available to Facebook’s self-serve advertisers.

But we shall see. Here’s what a Facebook spokesperson told us:

We are constantly working on ways to provide greater value and measurement to our advertisers and are always testing new products and features to do that. Conversion tracking is among these tests and is currently available in beta to a small set of advertisers. Better measurement tools are often requested by advertisers and we have taken a number of steps to respond to these requests with different products. For example, we announced Nielsen BrandLift in September 2009 and have seen that this product provides many useful insights to advertisers.

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8 Responses to “Facebook Testing Conversion Tracking Tool for Advertisers”

  1. David says:

    I thought this was already public knowledge? But the new conversion tracking features give you more reasons why you should be looking at Facebook Ad campaigns in 2010.

    You can now better track you ROI on your campaigns, which makes it easier to compete with other ad networks.

  2. Mike Watkins says:

    wow, this will be excellent once it comes out!

  3. Sam Feuer says:

    Very cool.

  4. Kemp says:

    Been doing that with Google Analytics goal tracking and URL builder & shortened links since the start of FB advertising.

    Use Analytics
    Establish Goals
    Track
    Measure.

  5. Iphone App Developer says:

    Well that’s a great news for advertisers that after launching this tool they will be able to track their conversion.

  6. What's offered in the upcoming Facebook Ad Conversion Tracking tool? - Quora says:

    [...] Facebook What's offered in the upcoming Facebook Ad Conversion Tracking tool?reference: http://www.insidefacebook.com/20…Cannot add comment at this time.   Anon User1 vote by Johannes ReckMy understanding [...]

  7. Neo says:

    I have just tried to use the beta tools which Facebook was providing but they have informed me that only 3rd party products (none of which they endorse) will be available from now on.
    Shame.

  8. The Internet of Things» Blog Archive » Facebook Quietly Offering Downstream Conversion Tracking To Its Favorite Advertisers | TechCrunch » The Internet of Things says:

    [...] publicly discontinued its conversion tracking program for advertisers in September 2010. However, we’ve just discovered and confirmed with [...]

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