Facebook Attribution now available to all advertisers

Facebook started beta testing an attribution solution for marketers to analyze the impact of their campaigns both on and off Facebook in March 2017. On Friday, the company released Facebook Attribution out of beta to all advertisers. It also introduced a new “data-driven attribution model.”Why marketers should careThe free tool is powered by the Facebook Pixel and can report on campaigns across Facebook, Instagram, Audience Network and Messenger.. The reports are designed to show how Facebook ad campaigns are impacting actions throughout the customer journey and which channels are driving traffic, conversions and purchases.Like Google, Facebook’s data-driven attribution model uses machine learning to account for incremental conversions driven by ads across its platforms.“Using new data-driven attribution model, you can see how your ads on Facebook, Instagram, Audience Network and Messenger are contributing to incremental business results compared to if you were not running ads,” writes Facebook on its business blog.The reports offer cross-device conversion visualizations (example shown below), insights into purchases resulting from paid, organic and direct sources, as well as conversion and visit metrics broken down by sources.