Facebook Develops Conversion Tracking Tool: What's A Fan Worth?

MEDIAPOST — Facebook plans to add a conversion tracking to its suite of advertising products based on demand from the marketplace. The platform will let marketers track clicks through conversion, Brian Boland, manager of direct response solutions for Facebook, told OMMA Social attendees in San Francisco on Tuesday. The conversion tracking tool being tested by a "handful" of Facebook advertisers doesn't have a launch date, but Boland believes it should become available sometime before the end of March. A JavaScript snippet will go into the Web page. Marketers will have an option to setup multiple tags to track numerous conversions. Reports will provide a list of tracked conversions and the impressions and the clicks that led to each. The feature will help marketers build out messages as the campaign expands into a variety of pieces...