The cash register rings. Who gets the credit?
That’s the crucial question in advertising these days—particularly in Internet advertising, where it’s easy to track clicks and links but often hard to pin down exactly which view of an ad drove a sale.
Now Facebook is making it easier to show that an ad displayed on the social network led to a sale—even an ad seen days or weeks ago.
The technology is called conversion tracking, and after years of testing the idea, Facebook quietly rolled it out to all advertisers in a little-noted move last week.
The idea is pretty simple: Facebook creates a customized conversion pixel that advertisers place on a page—like a checkout page on an e-commerce site, or a signup page for a subscription, or an app-download page—where a consumer’s taking the action they hoped their ads would prompt.
That lets Facebook link sales to ad campaigns, showing in aggregate which ads generated the most response.