Recently, the largest social media platform, Facebook, launched a new advertising initiative called Facebook Exchange as way to combat investor skepticism of its ability to become profitable. Since Facebook launched its IPO in May, many investors have been concerned regarding Facebook’s ability to monetize the value of its billion users.
Facebook Exchange taps into the power of retargeting, a technique that so many of the search engine powerhouses have already discovered. Retargeting allows companies to track a user’s visit and behavior using cookies, and as a result they are able to dish up targeted ads when the user is browsing the web, and now also when they are surfing Facebook.
The goal of the retargeted ad is simply to get users to click back onto the retail site that they visited earlier before, in effect, creating a new opportunity for the retailer to convert the visitor into a customer. The benefit of retargeting for Facebook is the increase in advertising revenue, which by some accounts has surged nearly 58% in the last year.
Most marketers are aware of how to track online conversions, but what about the offline conversions?
In many cases an offline conversion, via a phone call, is the result of an online advertisement click. The question comes into play as to how advertisers are able to associate the offline conversion to the online advertising source. And, why, in the instance of Facebook Exchange advertising is it valuable to track these conversions?
Because of the rising cost of online advertising, especially with Facebook, associating an offline conversion to the online source is essential. By implementing a source level call tracking phone number, all Facebook users who click on the retargeted ad will in effect see the same phone number on the website.
Source level call tracking allows marketers to attribute the offline conversion customer to the online advertising source. Essentially, marketers can provision a call tracking phone number for any one of their online ad sources including Bing, Yahoo, Facebook, etc. With this information, advertisers are able to see the aggregate number of calls from each online source and as a result can optimize their online advertising budgets towards the best performing campaigns.
For more information regarding out Source level call tracking or questions on how call tracking may work best for you contact our team!