Facebook releases tools to help marketers understand how ads boost their business

Facebook today unveiled a new suite of tools designed to help marketers better understand how ads on the social network boost their business. In a blog post, Facebook said its new tools expand conversion lift measuring capabilities [which allows] advertisers to accurately determine the additional business driven by Facebook ads and make future marketing decisions based on this information. Facebook believes its advertising partners need to understand conversion lift because it s the best way they can understand how ads placed on the social network drive sales. When an ad campaign begins, the system works by first establishing a randomized test group of people that see the ads, and a control group of people that don t. When the campaign is over, advertisers share their conversion data with Facebook, which then analyzes the conversion lift generated by the ads. Advertisers who work directly with Facebook teams will be able to set up conversion lift studies with their account representat
http://venturebeat.com/2015/01/27/facebook-releases-tools-to-help-marketers-understand-how-ads-boost-their-business/