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SOCIAL MEDIA NEWS: Facebook launches conversion measurement tool

Facebook has launched a new tool aimed squarely at direct response marketers.

The ‘conversion measurement and optimisation system,’ first announced last year, has now seen a global launch and Facebook is talking up the suite’s ability to help marketers serve ads to those most likely to interact.

Richard Sim, Facebook product marketing manager, explained in a blog on the site, “Beta tests have shown that when conversion measurement is used with optimised CPM, ads reduced the cost per conversion by 40 per cent when compared to CPC ads using the same budget. 

“This means that marketers who are interested in using Facebook ads and sponsored stories to drive specific actions on their websites can now use conversion measurement both to understand the ROI of their ad spend and to improve that ROI on future campaigns.”