Facebook is an effective acquisition channel for many verticals especially for Gaming and E-commerce companies. For Mobile gaming, activation campaigns benefit from Facebook's mobile reach, targeting and analytics. For e-commerce, Dynamic Product Ads will generate the highest ROI among most paid marketing activities (albeit at limited volume).
There is one huge catch, though: measurement and attribution.
Yes, setting view and click attribution windows on the platform is a given and necessary, but this is only partly effective, unless Facebook is the only paid marketing channel you're using.
If you're any running media on other networks or channels, then you need to measure the their interactions and influence on the customer journey in order to arrive at the incremental value of each channel and an attributed CAC (customer acquisition cost).
Most attribution partners will allow you to do this and play nicely with all of the networks/partners/channels, with one exception: Facebook.
Facebook is a 'walled garden' in that it does not allow third-party impression tracking, unless you're using its attribution product, Atlas.
This means you are unable to effectively value and weigh the effect of Facebook impressions, measure frequency and overlap across channels, conduct accurate path analyses, and understand the incremental value of Facebook.
That said their ad products are sophisticated, best in social IMO, and their roadmap is very promising.
No, they cannot provide measurement and attribution for campaigns that use Website Custom Audiences or Lookalike audiences, which are often the two largest, most valuable segments of any campaign. Atlas is the only provider that can.
Also, this list points to mobile measurement companies.
There is one huge catch, though: measurement and attribution.
Yes, setting view and click attribution windows on the platform is a given and necessary, but this is only partly effective, unless Facebook is the only paid marketing channel you're using.
If you're any running media on other networks or channels, then you need to measure the their interactions and influence on the customer journey in order to arrive at the incremental value of each channel and an attributed CAC (customer acquisition cost).
Most attribution partners will allow you to do this and play nicely with all of the networks/partners/channels, with one exception: Facebook.
Facebook is a 'walled garden' in that it does not allow third-party impression tracking, unless you're using its attribution product, Atlas.
This means you are unable to effectively value and weigh the effect of Facebook impressions, measure frequency and overlap across channels, conduct accurate path analyses, and understand the incremental value of Facebook.
That said their ad products are sophisticated, best in social IMO, and their roadmap is very promising.