{"id":28074,"date":"2016-05-31T16:03:02","date_gmt":"2016-05-31T14:03:02","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=28074"},"modified":"2023-02-27T14:11:07","modified_gmt":"2023-02-27T14:11:07","slug":"roi-campagne-facebook-con-conversion-lift","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/roi-campagne-facebook-con-conversion-lift\/","title":{"rendered":"Misurare il ROI di campagne Facebook con Conversion Lift"},"content":{"rendered":"<p>L\u2019attivit\u00e0 pi\u00f9 complessa quando si lavora nell\u2019advertising \u00e8 misurare i risultati delle proprie campagne pubblicitarie. Nell\u2019advertising tradizionale esistono vari metodi per <strong>calcolare il ROI<\/strong> del proprio investimento pubblicitario, ma spesso sono stime indicative correlate alla visibilit\u00e0 del messaggio che si trasmette. \u00c8 possibile tracciare in maniera pi\u00f9 appropriata le visualizzazioni dei nostri annunci e misurare i tassi di conversione, ma non esiste una formula segreta che ci permetta di sapere come investire il nostro budget nella maniera pi\u00f9 efficiente.<\/p>\n<p>Fino a qualche anno fa era difficile quantificare quale fosse il ritorno sulle campagne di advertising sui social network: <strong>Conversion Lift<\/strong> permette di ottenere delle statistiche molto pi\u00f9 accurate e complete dell\u2019<strong>andamento delle campagne Facebook<\/strong> e di misurare il ritorno sull\u2019investimento tenendo traccia delle azioni che le persone compiono dopo aver visualizzato un\u2019inserzione.<\/p>\n<p>Questo tool funziona raccogliendo informazioni di conversione come quelle ricavate dal pixel di tracciamento e applicando il metodo lift, cio\u00e8 confrontando tra loro i comportamenti di un gruppo di utenti che sono stati raggiunti dall\u2019inserzione e un <strong>gruppo di controllo<\/strong>, composto da utenti random che non hanno visto l\u2019inserzione.<\/p>\n<p>L\u2019utente viene monitorato nel suo percorso dal social al sito e anche all\u2019interno del sito; viene tracciato anche se passa da una piattaforma all\u2019altra (es. da tablet a pc), ponendo in questo modo le basi di uno standard per il <strong>monitoraggio delle inserzioni<\/strong>.<\/p>\n<p>Le informazioni ricavate risultano quindi utili solo alle agenzie di comunicazione per profilare il <strong>target della campagna<\/strong>, ma anche alle aziende per le scelte di marketing.<\/p>\n<p><strong>I vantaggi dell&#8217;utilizzo di Conversion Lift<\/strong><br \/>\nConversion Lift \u00e8 una soluzione migliore non solo per chi fa pubblicit\u00e0 su Facebook, ma anche per chi si occupa di digital marketing in generale in quanto affronta molte delle sfide nella misurazione che stanno affrontando i marketer:<\/p>\n<ul>\n<li><strong>L\u2019eccessivo affidamento sui click.<\/strong> Mentre nel Search Marketing il valore del click \u00e8 indicativo dell\u2019efficacia dell\u2019annuncio, negli altri meccanismi di advertising digitale il conteggio dei click non fornisce un dato utile del valore creato dalla visualizzazione dell\u2019ad. Il Lift si mostra pi\u00f9 adatto a fornire una visione olistica dell\u2019effetto dell\u2019annuncio.<\/li>\n<li><strong>Lo spostamento verso il mobile.<\/strong> I supporti tecnologici attuali, quali cookies e click, si rivelano insufficienti nel momento in cui un utente visualizza differenti annunci su differenti device e poi perfeziona l\u2019acquisto in un negozio tradizionale.<\/li>\n<li><strong>I metodi di misurazione inefficaci.<\/strong> Non esiste uno standard per misurare adeguatamente i risultati del digitale, mentre il Conversion lift si basa su un approccio scientifico, utilizzato anche in altri ambiti, che esamina una causalit\u00e0.<\/li>\n<\/ul>\n<p>E voi quali strumenti utilizzate per misurare il ritorno sull&#8217;investimento delle vostre campagne social?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019attivit\u00e0 pi\u00f9 complessa quando si lavora nell\u2019advertising \u00e8 misurare i risultati delle proprie campagne pubblicitarie. Nell\u2019advertising tradizionale esistono vari metodi per <strong>calcolare il ROI<\/strong> del proprio investimento pubblicitario, ma&#8230;<\/p>\n","protected":false},"author":4,"featured_media":28114,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,61,495,489,35,48],"class_list":["post-28074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-facebook","tag-roi","tag-social-advertising","tag-social","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Conversion Lift per misurare campagne Facebook - blog.artera.net<\/title>\n<meta name=\"description\" content=\"Conversion Lift permette di determinare con accuratezza le effettive opportunit\u00e0 di business generate attraverso le Facebook Ads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.artera.net\/it\/marketing\/roi-campagne-facebook-con-conversion-lift\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conversion Lift per misurare campagne Facebook - 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