Kenshoo, a provider of digital marketing software, today announced impression-level measurement capabilities through Kenshoo Social across Facebook Premium and Marketplace Ads.
As a Facebook Preferred Marketing Developer, Kenshoo Social can append view tags to ads delivered through the Facebook Ads API and provide reporting on any conversion event that may have included a Facebook ad impression in the path-to-conversion. Armed with this data, marketers can apply custom attribution models through Kenshoo Social to apply differential credit to both impressions and clicks associated with conversions and optimize campaigns accordingly.
"The mission of Kenshoo Social is to illuminate the value of social media for brands through dynamic technology and innovation," said Sivan Metzger, general manager of Kenshoo Social, in a statement. "To achieve this, our solution must help marketers address all aspects of brand engagement through both Premium and Marketplace Facebook Ads. Impression measurement is one of the many ways we're empowering marketers to strike the right balance between paid, owned, and earned media across all channels to achieve tangible business results."