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What a fantastic feature this is for community managers. This will make brand mangement on Facebook so much easier and take brand to fan communication to the next level!
I've been using conversion tracking with one of my clients (a health insurer) for a month now, with pretty good results. This feature has completely changed the way I look at reporting our social marketing efforts.
I can not only deliver great reporting to my client, and we can now correlate sales with social media engagement/exposure, but most importantly I am able to optimise content and advertising spend based on the results of conversion tracking.
We are now in the process of completely re focusing the content and advertising strategy on Facebook- we are now targeting a very defined demographic- one we know is of high value to our client and one we know is more likely to purchase the client's product, so we are really optimising the way we reach and speak to our demographic in more 'micro' ways v what we have been doing thanks to this tool.