Facebook PMD ShopIgniter launches mobile conversion tracking

MobileConversion

ShopIgniter, a Facebook Preferred Marketing Developer, recently developed a way to track conversions gained from a Facebook mobile ad. The company developed a landing page for mobile web that allows marketers to track conversions and actions on mobile regardless of the ad’s original goal or intent.

The mobile web landing page generates a URL tag that marketers can track to see when customers made significant actions, such as adding an item to the cart. One major automotive retailer using ShopIgniter’s technology experienced add-to-cart rates of 13 to 27 percent via the mobile web landing page linked to in a Facebook ad. ShopIgniter reports that users viewing the landing page would usually interact with 2 or 3 things.

ShopIgniter Senior Director of Strategy Justin Kistner explained to Inside Facebook how it works:

We built a system in our platform that will automatically generate what’s called a URL tag for every post and ad created on our platform. What that does is instead of using a view tag to pass the ID of the ad onto the site, where a conversion would take place, we used a parameter in the URL that automatically gets created on our system. In the world of standard web analytics, this is how web analytics tracking has been done. … When a person would show up on that website then the analytics would pick up that URL tag and read it.

The thing that we did that is unique is we have our system automatically put them in place, and then we also have the analytics already embedded on our landing page, so it takes care of a process that was a manual process previously. It automates both the implementation of the URL tag in the ad as well as the implementation of the analytics on the landing page.

Essentially, a brand can work with ShopIgniter to develop a responsive mobile web landing page, then create a Facebook link ad optimized for offsite conversions (or whatever the goal is) that leads users to that page, where major actions like adding an item to the cart or subscribing to an email list can be tracked with a URL tag. Kistner said that as many brands seek to develop mobile apps, the mobile web page is often ignored or not optimized.

Sponsored Post

Hands-On Social Media Training for Beginners


Social Media 101
In our Social Media 101 boot camp, you’ll determine the social media sites that matter most to you, based on personal and professional goals. Starting May 13, you will learn the best practices for using Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram and Tumblr, along with complete personal profiles on each site. Register today!

Leave a Reply

interested in advertising with inside facebook?

Social Media Jobs
of the Day

Consumer Social Media Manager

3D Systems
New York, NY

Digital & Social Media Manager

Beauty & Entertainment Company
Brooklyn, NY

Social Media Editor

OZY MEDIA, INC
New York, NY

Director of Public Relations and Social Media

Hospital for Special Surgery
New York, NY

DIGITAL & SOCIAL MEDIA MANAGER

Beauty & Entertainment Company
Los Angeles, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Also from Inside Network:   AppData - Facebook & iOS Application Stats   PageData - Engagement Data on Facebook Pages   Facebook Marketing Bible   Inside Network Research
 
home | site map | advertising/sponsorships | about | careers | contact us | help courses | browse jobs | freelancers | events | forums | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us