Today, we announced ROI measurement capabilities for Facebook. We’re very excited about how Seton Hall University and other Coremetrics clients deploy Coremetrics Impression Attribution on their Facebook fan pages, ads and applications. The solution helps clients attribute credit to the role Facebook plays in influencing subsequent website visits, behaviors and conversions.
This attribution happens whether visitors directly click from Facebook to the website (click-through traffic) or indirectly via a different channel (view-through traffic), such as paid or natural search.
Coremetrics Impression Attribution attributes credit to Facebook for both generating clicks and for increasing brand awareness and customer loyalty. And clients can apply this attribution to business-impacting metrics, such as sales, orders, conversion events, page views, and so on – not only to impressions and clicks.
I hope you’d agree that this is pretty awesome!
The ease at which clients can leverage Impression Attribution is amazing too. Simply add the Facebook Static FBML application to your fan page, add in the Coremetrics impression tag with the information you wish to report on, and voila! Let the Facebook attribution begin.
Advertisers with several Facebook assets can deploy several impression tags and get granular data about how each asset influences subsequent website behaviors and conversions.
More informing data can be captured and reported on by dynamically constructing the impression tag on custom Facebook tabs and applications. Advertisers can pull Facebook profile and activity data using the Facebook API and pass that data as tag attributes. Marketers can then group, filter, segment and report on these data attributes to understand what roles content preferences and user demographics play in influencing website conversions.
I hope to share more of how our clients leverage Facebook ROI reporting in future blog posts. In the meantime, please share your thoughts about these capabilities in the comments section.