A Facebook spokesperson told APC News that this tool makes an important distinction between impressions and click-throughs, bridging the gap between in-store sales and ad impressions delivered on Facebook.
The solution may be expanded to other countries in the future but is now available in nine countries, including the United States.
Deep on figuring out the efficiency of marketing efforts on Facebook, telecom carriers and operators wanted a tool that would give more data than just click-throughs – the traditional success metrics in digital marketing, as per the Facebook for Business blog.
Although clicks can be used as an effective indicator of interaction with Facebook content, they are less useful for linking digital impressions to in-house sales.
This outcome measurement tool from Facebbook looks beyond clicks to analyze actual sales, the blog explains:
At the core of Telco Outcome Measurement is Facebook’s mobile reach, which provides users with aggregate and anonymous information about devices, operating systems and carriers. From this starting point, Facebook can establish test and control groups to determine how and when an advertisement on Facebook correlates to certain factors, such as a group of people switching to new handsets, tablets or carriers.
The new solution scrutinize the connection between Facebook exposure and resulting sales volume to help business firms determine the website’s impact on the transactions. Based on that correlation, a business can achieve a lot of helpful insights about ROI, differences between adoption rates of devices or carriers according to demographic groups and the types and frequency of ads displayed that yield the best results.
Some initial studies with the outcome measurement program shows that telecom ads displayed in the desktop News Feed are seven times more effective than those right-hand spots. Ads rolled out on mobile devices are nine times more effective than that displayed on desktop.
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