Facebook looks to measure direct impact of ads on its platform

Facebook’s ‘conversion lift’ service is an effort to allow advertisers to measure the business driven by ads on the social network as it continues to grow its digital ad services.

‘Conversion lift’, introduced on the company blog, will attempt to measure impact by using advertisers’ conversion data from a Facebook campaign to compare people that have seen the ads to those that have not. The brand claims this will determine the additional business lift brands gain from placing ads on its platform.

Facebook claims that digital marketers have faced some “challenges” with relying on clicks to measure the effectiveness of campaigns in the past. They attribute this to clicks not being a useful measure of the amount of ads users see, which ignores the impact of display ads.

Laura Fisher, an analyst for eMarketer says: “By offering its advertisers a measure of conversion lift, Facebook is catering to advertisers that want to understand how ad dollars aren’t just driving clicks but actual sales.”

Facebook is continuing to increase its digital ad services, an area it increasingly focused on in 2014. Research from eMarketer highlights that Facebook accounted for a 7.75% share of all global digital ad revenues last year. In addition, Facebook’s share of the $40bn worldwide mobile ad market reached 18.4% in 2014.

The news has arrived as Facebook is set to release its quarterly financial results today (28 Jan). The brand is expected to do well in its digital video ad revenues, as brands such as John Lewis have seen a high level of engagement on the platform.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here