Facebook to Help Brands Track Ad-Driven Sales

Conversion measurement tool smartens ad buys as well

The old knock against Facebook ads claimed the social network didn’t want brands to drive users off of Facebook because advertisers that kept users inside of Facebook paid lower rates. That doesn’t really fly for marketers like retailers who directly attribute a campaign’s success to sales or new customer sign-ups—especially during the shopping-crazed holiday season.

During this year’s season of giving, Facebook will be rolling out a conversion measurement tool specifically engineered for direct-response marketers that will not only show companies how their Facebook ads drove actions on their own sites but also use that conversion data to inform future ad buys.

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