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Amazon.com Inc.
Facebook launches tool to help advertisers track campaigns' success
Facebook launches tool to help advertisers track campaigns' success

Facebook launched a new tool for advertisers on Tuesday that it says will show that ads displayed on the social network are effective, even if people don’t buy something immediately after seeing them. The feature, called “conversion lift measurement,” uses Facebook’s Atlas ad server, which anonymously tracks individuals across their various devices and websites. The feature lets advertisers track two groups of people: one that saw a particular advertiser's campaign on Facebook, and a group with the same demographics that didn’t. If the former buys more of the product, whether directly through the vendor’s site or an online marketplace like Amazon,...

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