As Facebook advertisers try to find ways to get users to click on ads, new statistics show that the impression is probably more valuable than the click. TechCrunch learned more about Facebook’s view tag feature, which allows advertisers to track users who view ads, but who do not click on them. The site reports that, in one example, 87 percent of conversions came from impressions, rather than clicks.
The view tag program was first rolled out privately, but over time, Facebook allowed more advertisers to make use of it.
TechCrunch illustrated how view tags work in a very simple flowchart:
Facebook has been trying to crack this nut for a while. Earlier this year, the social network partnered with DataLogix to find out how often someone buys a product after seeing an ad for it on the site.
Through view tags, advertisers can see what ad led to a purchase, even if the user didn’t click on it.
So far, view tags appear to be working. TechCrunch heard from SocialCode, which ran a campaign for a company looking to get people to redeem an offer through Facebook. Of the 5,924 people who redeemed, 5,127 had seen the ad (but not clicked), and 797 people clicked through the offer straight from the ad.
Kenshoo also used view tags. The company told TechCrunch that view tags showed that 34.6 percent of conversions came from impressions where users did not click on the ad. These kinds of conversions generated more than $31,000 — 29 percent of the campaign’s total revenue.
Readers: Have you utilized Facebook’s view tags?
Main image courtesy of Shutterstock. Flowchart courtesy of TechCrunch.