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Facebook Bows 'Lift API' To Give More Marketers Ability To Study Ads' Impact

  • Adweek, Thursday, March 17, 2016 7:04 AM
The world of measurement tools is on the move with Facebook's recent announcement about Lift API, which it says will enable more advertisers, Facebook's marketing partners and other third-party measurement partners to create their own lift studies for conversion rates, sales and mobile app installs, according to an Adweekreport.

Lift API builds on the Facebook's Lift measurement tool announced in January 2015. That tool has been deployed by 1,000 businesses in various industries to gauge Facebook ads' effectiveness across their objectives. Facebook is also testing new fields/categories in its ad reporting, which "will help advertisers understand which ads people saw or clicked on before a bottom-funnel conversion, such as making a purchase or becoming a qualified lead," a company rep told Adweek.

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