Facebook is rolling out an Ads Manager toolkit to help marketers measure, manage and optimize their social-ad campaigns. The system includes a "conversion measurement" tool to help marketers track how many purchases are directly attributable to Facebook users who've viewed their ads on the network, although the tool does not reveal personally identifiable information about the users. "That allows marketers to understand the impact of the Facebook ad on the ultimate purchase," explains eMarketer's Debra Aho Williamson.