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Comment RSSFacebook Now Allows Conversion Tracking
Written by Pace LattinDecember 7, 2011 # 3:11 pm # Marketing Insights # 4 Comments
If you didn’t know, until September 2010, Facebook actually had a very nice conversion tracking program. Yes, in the start of their program, when they actually liked affiliates, they had an entire affiliate team that dealt with their questions. Well, for those who follow Facebook, sometime last year they decided to completely stop supporting affiliates and doing all their best to prevent direct response programs from being promoted on Facebook. In fact, they’ve admitted that they’ve completely blocked the urls from several major affiliate networks.
So what is this about them coming back with Conversion Tracking, you say? Well, according to reports by several companies, Facebook actually has a conversion tracking program that allows special advertisers to track conversions from Facebook and optimize. Note that this is only allowed for “special advertisers” and the general public can’t use it. Why? Simply put, Facebook has been attempting to move away from being a ROI based platform like, Google and convince brands that they need to use it mainly for branding.
If they let everyone know that many agencies have access to this conversion tracking back-end, then people will start asking the real question about Facebook: What is its value, how good is it really for advertisers. With the average facebook user seeing hundreds if not thousands of ads a day, brands have to believe that the expensive prices they are getting for 100 likes to their page is worthwhile. Simply put, Facebook isn’t Google and the ad value is much much less than Google.
Written by Pace Lattin
Pace Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.
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[...] If you didn’t know, until September 2010, Facebook actually had a very nice conversion tracking program. Yes, in the start of their program, when they actually liked affiliates, they had an entire affiliate team that dealt with their questions. Well, for those who follow Facebook,Article source: http://performinsider.com/2011/12/facebook-now-allows-conversion-tracking/?utm_source=rss&utm_me… [...]
It seems like Facebook is making strides to meet the advertising user’s needs. The problem they face is the attribution modeling which ignores everything in the upper funnel which might deserve credit.
Tim Ryan recently posted..Cash is King
[...] for having action-optimize campaigns. However, this could also be a part of their already secret facebook conversion tracking system that is only available for select [...]
Hi Performinsider,
I was wondering on a similar note,, First of all, I would like to mention that comparing Facebook Ads with Google AdWords is not really appropriate. Google is a search engine and Facebook is a social networking site. The intent and engagement levels of the audience are completely different for both the sites. In Google people actively search for information and products and on Facebook they are looking to connect with their friends. Keeping these points in mind, I would like to give a brief summary of what advantages do Facebook Ads have over Google AdWords;
Cheerio