Facebook's View Tags Show That Views Can Be More Valuable Than Clicks

As Facebook advertisers try to find ways to get users to click on ads, new statistics show that the impression is probably more valuable than the click. TechCrunch learned more about Facebook's view tag feature, which allows advertisers to track users who view ads, but who do not click on them. The site reports that, in one example, 87 percent of conversions came from impressions, rather than clicks.

As Facebook advertisers try to find ways to get users to click on ads, new statistics show that the impression is probably more valuable than the click. TechCrunch learned more about Facebook’s view tag feature, which allows advertisers to track users who view ads, but who do not click on them. The site reports that, in one example, 87 percent of conversions came from impressions, rather than clicks.

The view tag program was first rolled out privately, but over time, Facebook allowed more advertisers to make use of it.

TechCrunch illustrated how view tags work in a very simple flowchart:

Facebook has been trying to crack this nut for a while.

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