Someone check to see if hell froze over, because today, Facebook and I actually agree on something — counting clicks isn’t the way to measure success. What is? An increase in your profit margin, of course because unless you’re a non-profit, the whole point of advertising is to sell more of whatever it is your selling.
Brad Smallwood, head of measurement and insights for Facebook, took the stage at the Interactive Advertising Bureau MIXX Conference & Expo on Monday to talk about clicks, impressions and their new partnership with Datalogix.
He says that less than 1% of clickthroughs result in an in-store sale, so does that mean sellers should walk away from Facebook advertising? Of course not! In fact, Smallwood says that an increase in ad impressions might be called for. He says advertisers can increase their ROI up to 40% by “focusing on frequency.”