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December 8, 2011 02:14 am GMT
Facebook publicly discontinued its conversion tracking program for advertisers in September 2010. However, we've just discovered and confirmed with Facebook that it has been privately offering a special downstream conversion tracking system to some of its top advertisers.Rather than letting advertisers include a tracking pixel or drop cookies from their Facebook ads, Facebook installs its own pixel on an advertiser's conversion page, such as an ecommerce checkout or signup success page. Facebook references who triggers this pixel with its own logs of who has seen what ads. This allows Facebook to track both direct conversions from ad click throughs as well as indirect conversions that occur up to a month later by people who merely see an ad. It then shares anonymized ad return on investment reports with advertisers, showing what percentage of those who converted had previously seen one of a company's Facebook ads.
Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/H6YUWrXlbhA/
Facebook Quietly Offering Downstream Conversion Tracking To Its Favorite Advertisers
Facebook publicly discontinued its conversion tracking program for advertisers in September 2010. However, we've just discovered and confirmed with Facebook that it has been privately offering a special downstream conversion tracking system to some of its top advertisers.Rather than letting advertisers include a tracking pixel or drop cookies from their Facebook ads, Facebook installs its own pixel on an advertiser's conversion page, such as an ecommerce checkout or signup success page. Facebook references who triggers this pixel with its own logs of who has seen what ads. This allows Facebook to track both direct conversions from ad click throughs as well as indirect conversions that occur up to a month later by people who merely see an ad. It then shares anonymized ad return on investment reports with advertisers, showing what percentage of those who converted had previously seen one of a company's Facebook ads.Original Link: http://feedproxy.google.com/~r/Techcrunch/~3/H6YUWrXlbhA/
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