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Facebook today announced that it will offer a self-service conversion measurement feature for direct response marketers and expand the capabilities of its Optimized CPM bidding option to incorporate conversion data.

Facebook tells us marketers will be able to use its tool to generate a unique bit of code to add to any page on their website where they want to measure conversions, for example, checkout pages or registration forms. When marketers choose Optimized CPM bidding, Facebook’s system will show ads to users who are most likely to convert.

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