A really interesting article on TechCrunch today about Facebook testing out new ‘view tags’ on ads. Basically the way ads are tracked right now are based on impressions, and click-thrus. So if you click an ad, and load up the advertisers website, the advertiser knows you came from Facebook. However, if you visited that advertiser later after just seeing an ad but not clicking it, the advertiser wasn’t able to track this and credit Facebook with the referral.
Well that is now all about to change with Facebook’s new ‘view tags’ and browser cookie tracking feature they are testing out. Basically it tracks using a browser cookie when you have been shown an ad on Facebook (note: when the ad was actually visible on your screen, not if it is off-screen like below the fold, and then if you visit that advertisers’ website later after recalling seeing the ad, the cookie will tell the advertiser that they did actually see an ad on Facebook (but didn’t click it) prior to visiting.
This will help advertisers tremendously when it comes to measuring ROI based now on view-based tracking impressions that lead to a sale vs. just clicks.