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Facebook® Advertising For Dummies® by Joel Elad, Richard Krueger, Paul Dunay

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Chapter 9. Tracking Conversions to Sales

In This Chapter

  • Defining and categorizing your lead conversion

  • Turning a lead into a sale

  • Calculating your Return on Investment

  • Tracking your conversions

By now, your Facebook Ad campaign should be off and running. It's time to shift gears a little and talk about what happens after viewers start showing up at your Web site or your Facebook Page. At this point, the Facebook Ad has done the first few parts: It introduced your product or service to a new user, piqued that user's interest, and enticed the user to click the ad to learn more. Now it's time to complete that process with conversions and sales.

In this chapter, we discuss the concepts of conversions, leads, and actual sales (or actions, depending on your ultimate goals); and we describe the best ways to lead as many customers through the cycle as you can. We discuss actions and processes that don't necessarily require Facebook — but, don't worry, because Facebook can be an assistant in these steps as well.

Setting Up a Process to Convert a Lead to a Sale

After you get someone interested, naturally the next question is, "Now what?" As you use Facebook Ads to collect leads, you will want to guide people to the end of your sales cycle. However, this means different things for different people. For some people, the end of the sales cycle means ordering products from your business (and maybe even becoming repeat customers of your business), and for others, it might simply be joining a mailing ...

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