Denver Social Media Marketing – Facebook to add a Conversion Tracking Tool

Facebook plans to add a conversion tracking tool to its advertising products. The new platform allows marketers to track clicks through conversion. The tracking tool is being tested by a “handful” of Facebook advertisers and doesn’t have a launch date, but it is believed it should become available sometime before the end of March 2010.

Reports will provide a list of tracked conversions and the impressions and the clicks that led to each. As more dollars are pushed into social media, marketers feel increased pressure to demonstrate ROI.

Most companies who use social media look at determining value by brand valuation and not generating direct revenue. They don’t look at social media as the sales channel, but rather building brand recognition through fans. This new tool may change that in the future.