From the start of digital marketing, marketers have been tied to using cookies to measure and target digital ads. Cookies are basically a bits of code from web browsers, known to generate approximations of how many people view a digital ad, inaccurate estimates of how many times any given individual sees an ad and not to forget the shaky measures of clicks and sales. Well, not long ago, Facebook’s Atlas have taken over the old outdated cookie system. Actually, today’s ad measurement mostly rely on cookie tracking but the technology doesn’t work well for modern marketing campaigns. Facebook acquired the “Atlas” from the Microsoft in February 2013. So far Facebook has been limited to offering ad placements that are actually on their platform but now with the launch of Atlas, any website can insert their ad that can be targeted by Facebook users’. With Atlas, Facebook is trying to bring the same targeting and measurement capabilities that have been effective on its platform, to the web and apps finally. In addition to Facebook’s existing ads offerings, Facebook introduces it as a people based targeting and measurement tool capable of measuring ad performance across most digital channels and devices.
Nowadays, every sale depends on its advertising so having an accurate solution provider for people based targeting is important to advertising industry. Facebook has the best identity data of any media channel, enabling personalized marketing at scale. A Facebook conversion pixel implemented on an advertiser’s website tracks whether people converted within 1, 7 or 28 days of viewing or clicking a Facebook ad. The ability to use precision targeting to provide a relevant ad experience that is measurable across devices makes Facebook a powerful ad channel. A key downside before the re-launch of Atlas was that all these capabilities were applicable primarily to Facebook’s own media properties. Facebook has high hopes for the new offering, claiming it will change the way marketers’ measure and ultimately target their ad campaigns. Facebook’s big pitch around Atlas is the concept of “people-based marketing,” or the ability for marketers to use it to measure which ads have been displayed to specific users. To date, marketers have tried to understand which users have seen their ads by dropping small pieces of code on their computers called “cookies.” The problem with cookies is they’re often inaccurate and unreliable, and they give an incomplete picture of the ads consumers are actually exposed to as they move around the Web. Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales. Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective. The company has been working hard to improve Atlas since last year and has included offline sales tracking and cross-device targeting to its list of features. The social giant says cookies “are flawed” because they do not work for mobile devices and are not accurate enough when it comes to demographic targeting or measuring the purchase funnel on various devices and browsers.
Basically, you can’t improve what you can’t measure. One of the real advantages of digital marketing is the fact that you get the power to measure everything and this is the reason why digital trafficking is so popular. In the end, it doesn’t matter how poor your conversion ratios are, more traffic will always result in more leads and ultimately more customers. If you’re involved in an inbound marketing campaign to get new customers, you should expect to see at least 50% more visitors coming from search engines. Referral traffic may not be behind the majority of your traffic but it most definitely influences the traffic coming from search engines so shouldn’t be dismissed. Referral traffic is also a great indicator of how much your website is being shared, linked to and talked about on the web. If you have a digital marketing business, there is one company who has expertise in this field, it is “Beyond Everything” which is located in UK and provides ad operations in London and UK. Beyond Everything Ad-operations team sits in the middle of the industry, dealing daily with media owners, agencies, direct clients, creative agencies & technology partners. Beyond everything are an Atlas experts with outsource adoperations services along with ad operations in London and ad operations in UK.