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.
AI-generated content will dominate social feeds. But what do audiences actually want? Dive into the eight emerging social media trends with our go-to expert on the subject, Hayley Kandik, and learn the surprising ways authentic storytelling, long-form content and other authentic outputs will win over audiences in 2025.
The 2025 Super Sunday commercials brought bold ideas, big budgets, and plenty of buzzworthy moments. Our team breaks down the standout ads, wasted opportunities, and most baffling choices—with insights into what worked, what flopped and why. See this year’s hits and misses from the biggest stage in advertising.
One of the biggest challenges of effective social media management is the constant demand for evolution—changing according to the algorithms, trends and audience demands of every season. But there are four approaches that you can hold on to tight as you and your team gauge what’s working and what isn’t in your 2025 social media management. They’re the steadfast evergreens in a field of fleeting annuals. Read on to learn more.