Facebook Ad Conversion Tracking features Post-Impression data
Facebook published a Conversion Tracking Tutorial to explain how to create conversion tracking tags for activity on your website resulting from clicks and views of Facebook ads.
Generating tracking tags is fairly easy and the interface lets you associate a Tag Name, a Category (to distinguish between sales, registrations, downloads, leads and page views), Conversion Value and SKU (it can be used to specify any additional information associated with the conversion event) to the conversion.
The generated tracking tag code can be copied and pasted into the website’s HTML code.
Tag names in different web pages can be used to address shopping cart abandonment issues and the effectiveness of conversion funnels. Facebook can also track Become a Fan and RSVP to this Event inline actions in Facebook Ads.
View-through conversions can be tracked too: Post-Impression data in reports show conversions from users who saw the ads without clicking on them.
This kind of data could tell when an ad is effective even if the CTR is low. Time between the view and the conversion, which is shown in three different time frames (day: 0-24 hours, week: 1-7 days and 8-28 days) can help understand whether the conversion originated exclusively from the Facebook ad campaign or from other online or offline marketing efforts.
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