Impression Attribution analyses Facebook impact

A Coremetrics product story

Edited by the Marketingweek Marketplace editorial team Mar 24, 2010

Coremetrics has announced enhancements to Impression Attribution that enable businesses to accurately analyse how Facebook presence and investments drive key business objectives.

Fully integrated into the Coremetrics Continuous Optimisation Platform, Impression Attribution links individual visits to Facebook fan pages, exposures to Facebook ads, and interactions with Facebook applications to subsequent website visits, behaviours and conversions.

This enables marketers to measure the return on investment (ROI) of their campaigns.

Coremetrics' clients have complete control over what information they wish to collect and analyse, from simple demographic information and activity level, to more sophisticated attribution metrics.

While existing solutions depend on link checks to associate Facebook interactions with website behaviours, Impression Attribution measures the impact that Facebook has on the business by fully capturing both click-through and view-through visitor activity.

View-through refers to users who visit Facebook and in a later period arrive indirectly at the business's website via a different channel, such as paid search.

In that case, Impression Attribution will assign credit to Facebook for its role in influencing the website visit.

Impression Attribution uses a lightweight process to intelligently 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 Continuous Optimisation 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.

All data collection conforms to Facebook's terms of service, its commitment to user privacy, and the privacy settings selected by each individual user.