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Marketing teams can now more effectively evaluate the return on investment of their social media advertising campaigns.
That’s the claim from digital marketing firm Marketing Delivery, which integrates its VoiceBox marketing software with dealers lead management and dealer management systems to report on the proportion of enquiries and orders that can be attributed to a retailer’s paid content on Facebook and Instagram.
It can also highlight which specific social campaigns drove the most engagement and, ultimately, conversions.
The Meta application programming interface (API) enables Marketing Delivery to track the success of social media advertisements without the retailer having to carry out labour-intensive manual attribution.
Charlotte Murray, commercial director at Marketing Delivery, said: “Tracking the success of social media adverts has traditionally been laborious and often intangible when compared to other digital media channels, and that makes it hard to justify future spend.
“Now we can provide more clarity, allowing retailers and their marketing departments to plan more effectively and also determine the types of campaigns that deliver the best outcomes.”