Facebook's new tool allows advertisers to track purchases

According to foreign media reports, Facebook launched a new tool in Friday that allows online retailers to track the purchases of Facebook users who watch their ads.

The tool is one of the new advertising features Facebook has recently launched. Facebook's efforts to convince advertisers to put more advertising money on their sites are rewarding.

Facebook has about 1 billion users, but its share price has slipped since the market, as Wall Street fears its income growth is slowing.

"It is absolutely critical for any business or advertiser to measure the effectiveness and results of an advertisement," said David Baser, David Bassel, a Facebook advertising product manager. For a long time, customers have been asking for this measurement tool. Bassel also stressed that advertisers received sales information are anonymous. "You'll see how many people buy your shoes, but you don't know who is buying them," he says, taking online footwear retailers as an example. ”

Facebook's new tool is aimed specifically at so-called "direct response advertisers", such as online retailers and travel sites, whose purpose is to promote direct sales rather than long-term branding.

Such advertisers have always chosen Google's search advertising service because it can send ads to the consumer when they are looking for a product.

But some analysts say Facebook will have a lot of room to grow if it proves its advertising works.

Debra Aho Williamson, an analyst at market research firm emarketer, said: "The ' buying path ' of Facebook ads is not straightforward compared to Google's search ads." Debra Aho Williamson But, she says, if Facebook can offer users to buy data, its ads will attract more online retailers.

"With this new tool, Facebook advertisers will be able to track the effects of the ads in a timely fashion until they know when someone has browsed their ads," says Williamson. This will enable them to understand the impact of Facebook ads on the end-user purchase. ”