Yesterday, we were talking about how email marketers tend to use open rates rather than revenue as a measure of success. Today, we’re moving over to social media marketers and their version of the same problem.
We’re living in a cross-device world. Susan uses her smartphone to skim Facebook while she’s waiting for her coffee. She sees an ad for a product but before she can buy, the barista calls her name. Phone goes in her purse and she’s off to work.
Later in the day, she remembers the ad (if the advertiser did a good job of branding), visits the store online and buys the item. The ad worked. But you wouldn’t know that for sure because you couldn’t link the two.
Guess what. Facebook says, they can link the two.