SAN FRANCISCO, 16 November (Reuters) – Facebook intends to demonstrate the effectiveness of advertisements on its site by launching a new application on Friday that will allow online sellers to track purchases made by members of the social network after clicking on a commercial link.
Despite its billion users, Facebook has seen its stock plunge on the stock market since its introduction last May, with economists doubting in particular its ability to maintain strong growth in its turnover.
With this application, the social network intends to convince merchants that they will benefit from a good return on investment by advertising on the site.
The application will allow them to measure the number of buyers generated by advertising screens, but not to receive their personal data, said David Baser, one of the heads of Facebook's advertising sector.
This new tool is particularly aimed at online sellers and tour operators, who seek more to sell than to make their brand known, and have until now favored the Google search engine, which associates advertisements with current searches to encourage Internet users to consume. (Alexei Oreskovic, Tangi Salaün for the French service, Nicolas Delame)
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