Coremetrics tracks customer journeys for Facebook ad campaigns

Coremetrics Impression Attribution links individual visits to Facebook fan pages, exposures to Facebook ads, and interactions with Facebook applications to subsequent website visits, behaviours and conversions, enabling marketers to measure the return on investment (ROI) of their campaigns.

Clients have control over what information they wish to collect and analyse, from simple demographic information and activity level, to more sophisticated attribution metrics.

While existing solutions depend on link clicks to associate Facebook interactions with website behaviours, Impression Attribution measures the impact that Facebook has on the business by fully capturing both click-through and view-through visitor activity.

View-through refers to users who visit Facebook and in a later period arrive indirectly at the business’s website via a different channel, such as paid search. In that case, Impression Attribution will assign credit to Facebook for its role in influencing the website visit.

Impression Attribution uses a lightweight process to intelligently identify a visitor’s exposure to a brand’s content. Businesses can send any information they want through Impression Attribution. They can deploy static impression tags on their fan pages via Facebook’s Static FBML application, or dynamically in Facebook apps and custom tabs.

For instance, they can leverage the Facebook API to access user profile or activity information and seamlessly integrate it into the Coremetrics Continuous Optimisation Platform. Coremetrics Impression Attribution will then report on website sales, orders, conversion events and other business-impacting metrics that were associated with that Facebook information.

All data collection conforms to Facebook’s Terms of Service, its commitment to user privacy, and the privacy settings selected by each individual user.

“Given consumers’ extensive adoption and deep engagement with Facebook, it is critical for marketers to have a clearly measurable understanding of how their customers are engaging on Facebook in the context of their total online presence,” said John Squire, chief strategy officer, Coremetrics. “At the same time, Facebook campaigns—just like any other marketing program—must support strategic business objectives. Our approach to social media analytics is built on the premise that people interact with a brand in many different ways, through many different channels, and that the true measurement of ROI demands a fully integrated view of your customers.”

For an ongoing discussion about how to measure Facebook ROI with Coremetrics, please visit the Coremetrics blog.

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