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Facebook Calls Time on ROI Tool
Facebook is shuttering the beta version of a conversion tracking tool it launched earlier this year. The tool aimed to help marketers determine the ROI of Facebook campaigns in terms of registrations or sales resulting, but data collection will cease within the next month.
In a message sent this week to advertisers testing the service and reported on www.mediapost.com , Facebook said it was discontinuing the service 'after reviewing extensive feedback from beta participants.' However, only conversion-tracking pixels used outside of Facebook are to go - the company will still automatically track and report on conversions for users' Facebook Pages or Events.
Analysts suggest that the tool was duplicating functions performed by other packages, and that advertisers prefer in many cases to use Google Analytics or third party measurement suites to track ROI. Facebook itself is also tackling ROI issues via other launches: in a statement announcing the closure, it stressed that it would 'continue to invest in tools that help marketers better understand the effectiveness of ads that are social and include social context from friends.'
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