Digital Bytes: Facebook launch conversion tracker

Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week, Facebook launches another new product, use of search engines rises in the UK and sports fans take to tablets and Twitter…

Facebook launch conversion tracker

Facebook has launched a conversion tracking tool that allows users to keep tabs on the success of their Facebook advertising campaign and tweak it accordingly. Facebook hopes the tool will make the site even more valuable to advertisers looking to ensure they get the best possible ROI on their campaigns. “Today we are excited to announce the global launch of a new conversion measurement and optimization system for direct response marketers,” a Facebook statement reads. “Facebook conversion measurement allows advertisers to measure the ROI of their Facebook ads by counting relevant user actions, such as registrations and shopping cart checkouts, that are driven by people seeing an ads on Facebook. Marketers can now also use optimized CPM (OCPM) to deliver ads to people who are most likely to convert on their websites. Beta tests have shown that when conversion measurement is used with optimized CPM, ads reduced the cost per conversion by 40 percent when compared to CPC ads using the same budget.” More information can be seen on the Facebook Studio blog.

UK search engine use rises

UK use of search engines increased by 17 per cent in 2012, according to new research conducted by Experian. The figure is up by 400 million on 2011, with a total of 2.7 billion visits to search engines from the UK being recorded. The numbers don’t make good reading for Google though, as the search giant saw its market share drop below 90 per cent for the second month in a row in December. “Clearly, Google still maintains a huge competitive edge over the other search engines in the UK market. There are seven times more searches conducted on Google Sites than on all the other search engines combined,” said Experian Marketing Services’ digital insight manager James Murray. “However, this is encouraging news for Microsoft as bing once again starts to gain some momentum and traction in the UK search market. bing’s availability across multiple Microsoft devices and becoming the default search engine on sites such as Facebook has also contributed to an increase in market share as the way in which consumers use search engines continues to diversify.”

App downloads set to increase in 2013

Last year’s huge surge in app downloads is unlikely to end in 2013 as new research by adeven suggests that over 435,000 new apps will be released over the next 12 months. The company has found that 359,764 new apps were released in 2012, with July being the slowest month, seeing only 22,483 apps released. “We reviewed App Store results over the past five years and noticed a steady linear increase in the number of App Store apps, indicating that there will be over 435,000 new apps in the App Store by the end of 2013,” Adeven CEO Christian Henchel explained. “Naturally anything could happen to the industry, but we think these numbers are a fair prediction and an indication of the continued growth in the industry.”

Tablets score with sports fans

Sports fans are more likely to buy a tablet device than any other group, according to data gathered by the Nielsen group. The company found that 60 per cent of tablet and smartphone owners who use their devices for sports content do so on a daily basis, and that sports fans are also heavy users of Twitter, with 40 per cent of all TV-related tweets being about sports. “Live sports are all about real-time action, and mobile devices allow sports fans to keep up and discuss that action, while also providing instant access to the sports content they want — whether that’s score updates, fantasy stats or tweets to their favorite athlete,” Nielsen’s senior VP of Sports Stephen Master told Mashable. “Smartphones and tablets haven’t quite changed the live sports viewing experience yet — TV is still the top platform — but our research shows that more and more people are frequently using these devices while watching TV, indicating that these devices are enhancing that viewing experience.”

Stat Attack

How many emails were sent worldwide in 2012? How many websites are there on the internet? What’s the most active country in the world on Facebook? All these questions and more are answered by Royal Pingdom, who have gathered together the biggest and best internet performance stats from 2012 in one location. The popularity of web browsers, proliferation of mobile devices, and consumption of video and images are also covered in what constitutes a one-stop shop for all your data needs. (The answers to those top questions, by the way, are: 144 billion per day, 634 million and Brazil).