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Facebook Rolls Out a Tool for Testing Ads With Control Groups

Facebook wants to show the world that its ads really work.

Today, the social networking giant unveiled a new online tool that will allow advertisers across the globe to test the effectiveness of the ads they post to Facebook. The tool offers what Facebook calls "conversion lift" testing, and in essence, it’s a means of tracking the behavior of Facebook users–both online and off–after they’re exposed to particular ads. Facebook provides the data needed to track behavior online, while advertisers provide the in-store data needed to identify offline purchases.

By Cade Metz

Full Story: http://www.wired.com/2015/01/facebook-rolls-online-tool-testing-ads-control-groups/

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