It is essential for brands to know the ROI of what they spend on advertising. Technology and social should make this easier by tracking clicks and so forth, but the science is not yet perfect. More importantly, people may be prompted to take an action or make a purchase because they saw something, although they didn’t both to click on it.
Facebook is trying to build products that help solve this problem, and give more value to their advertising products. They are rolling out further a “View Tags” cookie, which was rolled out as a small beta test last year. The idea is to make sure Facebook adverts get the credit for purchases made due to ads they have displayed, instead of Google.