New marketing tool helps telecom companies measure Facebook success
Facebook launched a new tool Thursday that gives telecommunication carriers and operators a clearer picture of how their advertising on the social network impacts online and offline sales. Telco Outcome Measurement gauges return on investment based on impressions instead of just click-throughs and optimizes campaigns for better results, according to an announcement posted today on the Facebook for Business blog.
A Facebook spokesperson told Inside Facebook that the program makes an important distinction between impressions and click-throughs, bridging the gap between in-store sales and ad impressions delivered on Facebook:
Importantly, this solution shows that marketers should be optimizing for impressions versus clicks, as more than 90 percent of people who made a purchase after viewing an ad on Facebook had never clicked on that ad.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in