Dealers advertising on facebook could soon track an ROI (or lack of).
With a new conversion tracking tool, facebook hopes to help marketers (and even us dealers) track clicks through to conversion. The conversion tracking tool is already being tested by several select Facebook advertisers. A launch date has yet to be determined, but they are projecting sometime towards the end of March.
The reports will provide dealers advertising on facebook a list of tracked conversions, impressions and the clicks led to each.
Conversion tracking aims to complement Facebook Connect, a tool that allows advertisers to target fans of brands, as well as friends of the connected fans. The Facebook Connect tool reports back on everything from demographics to interests listed in Facebook profiles. Ads connecting to Facebook Connect tie in social context, such as the person’s name…continue to mediapost article.
As social media continues to grow and more and more dealer “get it”, it’s only natural that most owners/principles/GMs will want to see some type of ROI for the effort.
Question: Should you measure your social media efforts on the same level as your other online marketing channels such as paid search, SEO, display advertising etc. ?
You can see Brian Boland’s (fb manager of solutions) full presentation here: