A recent study showed that for every $1 of sales companies see online from digital marketing efforts, the offline sales effects could be 4-5 times greater. That useful bit of information is perhaps one of the reasons for Facebook’s new addition to their ad platform – metrics that help advertisers track offline sales that may have been influenced by Facebook ads. The update comes to Facebook Atlas which is the ad server for the social networking site.
The new program is called Offline Actions and it will allow Facebook advertisers to upload their POS data and compare it to their Facebook advertising data. This will be very useful because then users can compare their sales data to when they ran promotions on Facebook to see if there is any correlation between sales spikes, or dips for that matter.
They’ve also launched a new tool called Path to Conversion which will help advertisers figure out which combinations of digital ads led to online sales. With these new tools, it seems Facebook may be hoping that they will be able to show advertisers the true value of advertising on Facebook and using Facebook’s ad network.
It’s important to note that Facebook Atlas does not just encompass ads on the Facebook site itself. It is actually a network with ads that get displayed in many corners of the web. The thing that makes it different is that it has access to the powerful data that Facebook collects about its users. By the end of this month the ad network will also allow video ads. As for companies who have already seen results due to this new technology, Facebook’s research has found that Mini, the car company, discovered that 30% of all sales started due to a desktop ad but converted due to a mobile ad in the end, showing the value of the Path to Conversion tool.
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