SOURCE: Compass Labs

Compass Labs

July 26, 2012 09:53 ET

Compass Labs Finds That Facebook's New View Tag Capability Allows Significant Performance Optimization of Acquisition Focused Campaigns

Brands Can Now Know What's Driving Conversions

SAN JOSE, CA--(Marketwire - Jul 26, 2012) - Compass Labs, the science behind intelligent social media advertising, today announced the availability of Facebook attribution measurement features in its CLIQ™ social advertising platform. CLIQ's support of Facebook's view tags for Premium and Marketplace ads enables advertisers to attribute conversions to impressions served, not just clicks. By more effectively attributing conversions, advertisers can better understand their audience, the average time between exposure and conversion and then optimize ads to maximize performance.

Compass Labs has experienced significant conversion rates from precision targeted Facebook ads, with as high as 90% of conversions coming from ad impressions versus clicks. For a client focused on customer acquisition, optimizing against clicks alone is not optimal for many types of products and services. Compass Labs' results confirm the value of this new view tag feature for advertisers.

Advertisers using CLIQ can now accurately attribute conversions to ad impressions served and optimize against the best performing audience segments reached. For products and services where a customer needs to digest a lot of information before transacting, like a mortgage loan, brokerage and investment products, or various types of credit applications, this is a significant advancement. 

"We are proud that Compass Labs has been ahead of the market in offering such attribution services to our customers, and are thrilled with our results," said Dilip Venkatachari, co-founder and CEO of Compass Labs. "Brands can now attribute greater value to campaign results, and this is a big win for brands using social media for customer acquisition."

What makes Compass Labs attribution services unique is that they exist with an integrated set of data solutions and services which each play a key role in ensuring that social advertisers are driving the most effective campaigns based on the most intelligent combinations of real-time market data. Now brands will have data for the highest converting audience segments that when combined with CLIQ's optimization algorithm and precision targeting capabilities, significantly amplifies performance. For the major agencies and the hundreds of brands that work with Compass Labs, mastering optimization consistently ranks as one of their top three challenges.

For more information about Compass Labs and its CLIQ platform and/or the attribution campaign results, please visit

About Compass Labs:
Compass Labs applies science to social media advertising with CLIQ (Compass Labs IQ), a self-service or fully managed social media advertising platform that makes scalable, targeted social advertising campaigns easy to execute and measure for agencies and brands. Headquartered in San Jose, CA, Compass Labs was founded in 2009 by industry veterans and scientists. Investors include New Enterprise Associates (NEA), Presidio Ventures, Triple Point Capital, Jim Clark and others. For more information, please visit, follow @compasslabs on Twitter or like Compass Labs on Facebook at

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