Impression Attribution connects Facebook exposure with online sales, orders and conversions

Impression Attribution connects Facebook exposure with online sales, orders and conversions

Web analytics vendor, Coremetrics has announced new enhancements to its Coremetrics Impression Attribution product that its said could enable businesses to accurately analyse how Facebook presence and investments drive key business objectives, such as website sales, orders and conversion events.

Integrated into the Coremetrics Continuous OptimiSation Platform, Impression Attribution is designed to link individual visits to Facebook fan pages, exposures to Facebook ads and interactions with Facebook applications to subsequent website visits, behaviours and conversions, enabling marketers to measure the return on investment (ROI) of their campaigns. Users can collect and analyse a variety of criteria, from simple demographic information and activity level, to more sophisticated attribution metrics.

Social networking integration

Impression Attribution uses a lightweight process to identify a visitor’s exposure to a brand’s content. Businesses can send any information they want through Impression Attribution. They can deploy static impression tags on their fan pages via Facebook’s Static FBML application, or dynamically in Facebook apps and custom tabs. For instance, they can leverage the Facebook API to access user profile or activity information and integrate it into the Coremetrics platform. Coremetrics Impression Attribution will then report on website sales, orders, conversion events and other business-impacting metrics that were associated with that Facebook information.

The vendor added that all data collection conforms to Facebook’s Terms of Service, its commitment to user privacy, and the privacy settings selected by each individual user.

“Given consumers’ extensive adoption and deep engagement with Facebook, it is critical for marketers to have a clearly measurable understanding of how their customers are engaging on Facebook in the context of their total online presence,” said John Squire, Coremetrics chief strategy officer. “At the same time, Facebook campaigns – just like any other marketing programme – must support strategic business objectives. Our approach to social media analytics is built on the premise that people interact with a brand in many different ways, through many different channels, and that the true measurement of ROI demands a fully integrated view of your customers.”