Facebook Focuses on Conversion Rates


The social network company Facebook has launched a new system that will allow advertisers to “measure the ROI [return on investment] of their Facebook ads by counting relevant user actions, such as registrations and shopping cart checkouts, that are driven by people seeing an ad on Facebook.”

Facebook claims that tests of the new system show a 40 percent reduction in cost per conversion.

Since it went public in May 2012, Facebook has seen steep drops in its stock price as it has struggled to convince advertisers of its value and to monetize the user experience. The company has also made little headway as a destination for social commerce.

You can read more about Facebook’s efforts to measure conversion at facebook-studio.com.

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