Facebook has taken a few hard knocks from advertisers over the last year (and rightly so), but the social media giant is hoping to make amends by providing tools that help advertisers analysis their ad strategy with more efficiency.
Last year the social media giant launched its Atlas advertiser suite purchased from Microsoft for $100m in February 2013. The program enables marketers to analyse ad performance in two significant ways.
Identifies consumers not cookies
Important data can be gathered by marketing departments by monitoring how visitors interact with your website. The current technology which allows you to do this is cookies – but they only have a 59% success rate of tracking user activity.
Atlas covers the same basis, but provides more information about the user including their sex, age and location – albeit this information will be based on the average user and not individuals.
The software also identifies touch attribution which will identify the last ad a consumer clicks before they purchase. Up to now, the credit for sales is given to the last ad the user saw before they purchased, but in reality this can only be a presumption because it may take exposure to several types of ads before consumers take the decision to invest.
The use of multiple devices to access online stores has become a typical ploy for consumers. Desktop computers remain the preferred device to use when purchasing, but an increasing number of shoppers are using mobile handsets to browse online stores and compare prices.
Atlas can identify the type of device used to view ads and more importantly which devices are being used to take action. A typical browser may use their smartphone to show an interest, but use their tablet to move on to the next step.
This will help marketers to identify which types of content are most effective for the audience they are targeting and at which device is preferred at ever y stage of the purchasing process.