‘Facebook is rethinking how it tracks ads’ – ‘Mashable’
JP Mangalindan says, “Facebook announced a way to track ad performance on Tuesday that the company says is more accurate than the standard “click-through rate.”
Advertisers have traditionally tracked the success of an online ad campaign based on whether users click; generally, the more clicks an ad gets, the more successful it’s deemed.
But Facebook has argued for years that the click-through rate doesn’t tell the whole picture. In fall 2012, Facebook’s VP of Measurement and Insights Brad Smallwood made the case at a conference in New York, pointing to a Nielsen study at the time showing a mere 0.07% correlation between high click-through rates and actual sales”.
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