ShopIgniter, a Facebook Preferred Marketing Developer, recently developed a way to track conversions gained from a Facebook mobile ad. The company developed a landing page for mobile web that allows marketers to track conversions and actions on mobile regardless of the ad’s original goal or intent.
The mobile web landing page generates a URL tag that marketers can track to see when customers made significant actions, such as adding an item to the cart. One major automotive retailer using ShopIgniter’s technology experienced add-to-cart rates of 13 to 27 percent via the mobile web landing page linked to in a Facebook ad. ShopIgniter reports that users viewing the landing page would usually interact with 2 or 3 things.
ShopIgniter Senior Director of Strategy Justin Kistner explained to Inside Facebook how it works:
We built a system in our platform that will automatically generate what’s called a URL tag for every post and ad created on our platform. What that does is instead of using a view tag to pass the ID of the ad onto the site, where a conversion would take place, we used a parameter in the URL that automatically gets created on our system. In the world of standard web analytics, this is how web analytics tracking has been done. … When a person would show up on that website then the analytics would pick up that URL tag and read it.
The thing that we did that is unique is we have our system automatically put them in place, and then we also have the analytics already embedded on our landing page, so it takes care of a process that was a manual process previously. It automates both the implementation of the URL tag in the ad as well as the implementation of the analytics on the landing page.
Essentially, a brand can work with ShopIgniter to develop a responsive mobile web landing page, then create a Facebook link ad optimized for offsite conversions (or whatever the goal is) that leads users to that page, where major actions like adding an item to the cart or subscribing to an email list can be tracked with a URL tag. Kistner said that as many brands seek to develop mobile apps, the mobile web page is often ignored or not optimized.