In late October, Facebook released Facebook Attribution out of beta testing beating both Google and Amazon out of the attribution starting gate, both still in Beta.
This new free Facebook attribution tool, powered by Facebook Pixel, is designed to give marketers a more holistic view of the customer journey, both on and off Facebook. It will allow marketers to report on campaigns across Facebook, Instagram, Audience Network and Messenger and use machine learning to account for incremental conversions driven by ads across its platforms.
According to the latest CMO survey, marketers are expected to expand social media spend by 66% in the next 5 years, even though social media is perceived to make modest contributions to overall company performance. According to the report, 39.3% of business owners are still unable to show the impact social media has on business results.
Will this new tool help to close the loop between social media spend and its impact on business results? It’s definitely a good start! “Using the new data-driven attribution model, you can see how your ads on Facebook, Instagram, Audience Network and Messenger are contributing to incremental business results compared to if you were not running ads,” writes Facebook on its business blog.
This new tool will arm marketers with a better understanding of user interactions across touchpoints, fuel the data vault, and help agencies make more data driven recommendations in the social space.
Read more about Facebook Attribution on Facebook Business.
Hashtags once felt like a make-or-break element of a social strategy. But with the introduction of SEO search on platforms like Instagram, brand management teams need to rethink their strategy. Your words still count—but how you use them is changing. Learn more about the status of that pound sign (and your caption writing) in this rundown.
The new social platform from Mark Zuckerberg’s Meta was ushered to the market as a way to capitalize on the growing unhappiness with Elon Musk’s Twitter. We discuss its massive debut—100 million registered users in the first five days of release—and give a quick-read overview of how major brands are reacting and whether yours should follow suit.
You’ve hired the right team. You’ve invested in a social strategy. Yet you’re still not seeing the results you want on TikTok, the current king of social channels. According to our in-house social media guru Hayley Kandik, it’s not you, it's the algorithm. Don’t be discouraged—with a few small tweaks, you can press forward with creating an identity for your brand on TikTok that serves both your goals and your audience.