Facebook is rethinking how it tracks ads

Basically, they want to use control – exposed studies and measure conversion lift.  It’s a method that’s older than digital:

But Facebook has argued for years that the click-through rate doesn’t tell the whole picture…

So the social network is trying to close the gap on its own…

Put simply, Facebook displays a particular ad from the advertiser’s campaign in the test group’s News Feeds, while the control group doesn’t see that particular ad in their News Feeds. Facebook monitors whether members of the test group buy products from the advertiser afterwards — either online or in-store — and compares those sales with those of the control group’s. The difference is essentially what Facebook is calling a conversion lift. The social network argues this method is more accurate than click-through rates.

via Facebook is rethinking how it tracks ads.