‘Tis the season to embrace people-based measurement, fa la la la la, la la la la.
Facebook shared four measurement tips for brands on the social network during the holiday shopping season:
- Adapt in real-time: Don’t wait until the end of a campaign to assess its effectiveness. Use self-serve measurement solutions like split testing to try out different tactics and experiment with components including audience, delivery and creative. Facebook said a recent analysis of thousands of advertisers found that split tests prompted a 24 percent improvement in cost per acquisition.
- Learn more about your audience: Install the Facebook Pixel on websites to “paint a more complete picture of the customer journey by capturing conversion data across devices and sites.”
- Capture the full customer journey: Facebook pointed out that 90 percent of retail purchases in the U.S. still take place in stores, adding that the social network offers solutions to “connect the dots” between offline conversions and ads on the social network, including Business Manager, partner integrations and the Offline Conversions application-programming interface.
- Improve performance in the new year: “Data collected during the holidays can also help you discover best practices for your brand based on what worked well. Everything from attribution results to creative performance can be used to inform future campaigns and ultimately help make your ads more effective and efficient.”
Facebook director of global business marketing Jennifer Kattula said in an email to Social Pro Daily: “We know how critical this season is for businesses looking to maximize the holiday shopping blitz. But in the midst of the frenzy, and as shopping journeys increasingly include mobile, we want marketers to prioritize measurement along with their performance tracking. Using measurement as a strategic lever to drive real business outcomes should be core to any holiday campaign and beyond.”