Social networking continues to capture an increasing share of online users’ time, redefining how people interact with their personal social circles and brands in both online and offline environments. Facebook leads as the driving force behind this shift in consumer behavior accounting for the largest share of online minutes across the entire web in 2011 1. Its share of the US display ad market grew to 27.9% for 2011, compared with 21% a year earlier, according to data released by comScore in January 2012 2, far outpacing Yahoo! and Google. In fact by the end of last year Facebook was already reaching over half of the internet audience, 55 percent (a 43% lift from 2007)3.
With Atlas standing as an approved ad tracking vendor on Facebook, there are immediate opportunities for marketers to leverage our reporting and Advanced Analytics suite. Advertisers can quantify the true value of their investments on Facebook, helping them understand where the social network sits within the digital marketing mix, its influence on other channels, and how it should be appropriately credited under different attribution models.
Conversations on attribution reach, overlap and channel synergy have largely excluded social due to its lack of integration into unified tracking platforms. Atlas now embraces this historically marginalized channel through injection of tracking into Facebook ads, recording impressions and clicks through to conversion on the advertiser’s webpages and delivering measurable social marketing ROI.
Advertisers create and designate an ad to an engineered audience in Facebook, comprised of various parameters, including demographic and interest-based criteria. The resonance of the message within each audience can then be measured with precision and reported within Atlas. From this, a compelling story can be told.
For example, advertisers can gain true insights into the traction their messaging holds in driving acquisition. In addition, by merit of supported impression and view through metrics, latent branding effects can be examined, identifying correlations with consumer behavior weeks to months following exposure to Facebook advertising.
Audiences and creative messaging can be constantly refined until the advertiser sees the optimal results they are striving for. Additionally through statistical aggregation the overall performance of social display can be evaluated and pitted against other channels that are competing for credit.
Viewing Facebook tracked data through Atlas’s Engagement Mapping, advertisers can ascertain where Facebook falls within the purchase funnel and make the most informed decisions as a result. The implications of Facebook tracking within Atlas, however, reach far beyond linear performance measurement and standard reporting. In my next post, I’ll suggest ways you can begin to further analyze Facebook data through our Advanced Analytics suite.