Dive Brief: 

• Facebook rolled out Conversion Lift Measurement, which has been available to some advertisers since 2013, to all advertisers on Tuesday. 
• The social network wants to move the focus away from clicks to Conversion Lift—a measurement that shows which ads actually resulted in sales. 
• Brands must upload customer relationship management data to accurately decipher conversion lift from Facebook ads. 

Dive Insight: 

While the idea of tracking an ad from the eyes to the wallets of Facebook users sounds like a dream—the social giant is likely going to run into some roadblocks with Conversion Lift's practicality. Uploading a CRM into Facebook could raise privacy concerns for a lot of advertisers. Not only that, but the advertisers would have to have CRM data that is large and robust enough to track users' behavior. Regardless, it should be noted that Facebook is taking a major step in the right direction for ad value over click-throughs.