Facebook and View-Based Conversion Tracking
Here’s something I wrote in early 2011 on Quora about Facebook conversion tracking after the company had turned off its conversion tracking test in late 2010. I thought one of the major values Facebook could provide would be view-based conversion data, so that brands could understand (with enough supporting data and the right kind of analysis) what impacts viewing and not just clicking these ads might be having on downstream activity. Now that they have rolled out view-based conversion tracking natively across the platform to all advertisers, a good deal of my prediction has come through (in about the right timeframe). Of course the ability to offer a CPA model based on views may or may not ever come to pass, but I think directionally this is where Facebook sees (and can offer) huge value to brands especially since they are one of the few companies with a big enough footprint and ability to deliver mobile attribution (some of which is here now with this release – you can count conversions where the ad was first seen on mobile!).