Dive summary:
- Aggregated Knowledge uses Facebook’s new e-tailer tools to track response to advertisements.
- AK finds a 51% increase in conversion and that conversion rates are 72% cheaper on Facebook than other online channels.
- Facebook may not lead to an immediate purchase, but the indication is Facebook ads influence purchasing.
From the article:
… AK’s numbers are good news for Facebook but the social network will still have to persuade advertisers and the media to accept them. The challenge lies in getting ad types to accept the notion of “multitouch attribution” rather than “last touch.” In plain English, this means that conversions should be counted even if the occur hours or days after you leave Facebook. …
