Conversions beat clicks, says Facebook's measurement chief

03/20/2013 | Adweek

Conversions are a more powerful metric than clicks when it comes to honing online outreach, Facebook's Brad Smallwood says. One Facebook-backed study found that targeting users based on past purchases led to a 22% increase in profits, Smallwood says. That suggests that digital advertisers on Facebook and elsewhere should judge campaigns based on sales, not just clicks, he argues.

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