Dive summary:
- Aggregate Knowledge, a media intelligence company that analyzes media buys, released a study that shows that media plans that included Facebook ads received 24% more new sales than those that did not include Facebook buys.
- The study runs along with other research that has been showing campaigns based on reach, versus last-click attribution, are more effective in gaining new customers.
- The conversion from Facebook typically takes a few days or weeks so marketers are encouraged to continue to use a mix of media buys to gain new customers.
From the article:
"Facebook was "very strong" when it came to channels that first encountered a user, Jabukowski said, but was not usually the last channel to see a user before they convert. That last-click attribution, for better or worse, is what helped Google establish a multibillion dollar advertising business. “Where Facebook gets last-touch credit is where it’s the only place on the planet that reached that user,” Jabukowski said. Facebook tends to factor in a couple days or weeks before a user converts, he noted. Smallwood emphasized that marketers shouldn’t look at Facebook in silo but consider an entire media mix and attribute success through multi-touch attribution."