Thursday, October 25, 2012

Facebook Mobile Click Rates Outpace Desktop

Facebook's hopes for mobile ad revenue got a boost from a new report showing Facebook mobile engagement outpacing desktop. According to a study by social ad firm TBG Digital, as reported in Adweek magazine, Facebook Sponsored Story ads that run in the mobile News Feed earn a 1.14% click-through rate (CTR) on average, compared with only 0.083% for ads running on desktop and 0.588% for those running only in the desktop News Feed. Meanwhile, Facebook mobile still lags Twitter's Promoted Tweets, which typically get 1%-3% CTR on desktop and higher on mobile, TBG Digital added in an amendment to its report. See the full story at http://www.adweek.com/news/technology/facebook-mobile-ads-outperform-desktop-twitter-141960.

Tuesday, October 23, 2012

Last-Click Focus Distorts Conversion Metrics

The last step on the customer's conversion path is not necessarily the most important one, but it's the easiest to see, so some marketers still use a simple "last-click" standard for conversion credit. This ignores all the other parts of a marketing campaign that may drive conversions. But even marketers who allocate conversion credit across touch points -- using an even spread, time-decay or ad hoc attribution approach --are missing the markaccording to a Digiday article by Paul Pellman, CEO of Adometry.  Conversion credits that are arbitrarily assigned don't produce reliable metrics, argues Pellman. He urges analysis of all touch points in the path to conversion -- taking into account the relative performance of varying channels, campaigns, creatives or placements -- to calculate each touch point’s true contribution to conversion. The end result of an advanced attribution approach, Pellman avers, is that marketers will be able to more reliably optimize conversions, revenue, ROI, reach, and lifetime value. For the full article, see http://www.digiday.com/brands/why-last-click-analytics-dont-tell-the-whole-story/