28th January 2010, 04:08 PM
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|  MediaPost.com: Facebook Develops Conversion Tracking Tool: What's A Fan Worth?
Facebook plans to add a conversion tracking tool to its suite of advertising products based on demand from the marketplace. The platform will allow marketers to track clicks through conversion, Brian Boland, manager of direct response solutions for Facebook, told OMMA Social attendees in San Francisco on Tuesday. Reports will provide a list of tracked conversions and the impressions and the clicks that led to each. The feature will help marketers build out messages as the campaign expands into a variety of pieces. Boland also served up advice on how to calculate a cost-per-fan metric to determine the campaigns return on investment (ROI). Not only the cost to acquire a fan, but the fan's worth. "Some businesses have looked at it as the depth in which they have the community engaged and look at the downstream effects," he says, pointing to Starbucks and Threadless as two examples. Read the full article here. http://www.mediapost.com/publication...rt_aid=121357# Permalink | Leave a comment »  More from the Datalicious Blog... |
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