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What is Meta Purchase?
The Meta Purchase metric allows advertisers to track and quantify the number of purchase events directly attributed to their Facebook messenger and marketplace Ads. It allows advertisers to track the number of purchases directly linked to your ads, encompassing various transactions from product sales to ticket bookings offering invaluable insights into the impact of advertising efforts on actual sales.
It offers businesses insights to optimize their advertising strategies within the Meta ecosystem.
Who can benefit from Meta Purchase?
Any advertiser utilizing Facebook Messenger campaigns with the primary goal of generating revenue can reap the benefits of Meta Purchase. It provides a valuable tool for tracking and optimizing campaign effectiveness in driving sales.
What are Facebook Messenger Ads?
Facebook Messenger Ads direct communication between advertisers and their audience through the Facebook Messenger application, serving as an effective means to initiate conversations with potential customers. In Thailand, where messaging platforms like Facebook, Instagram, and LINE play a pivotal role in online purchases, Messenger Ads hold immense potential.
However, one limitation for advertising agencies lies in the inability to assess the message’s quality; agencies can only gauge the quantity of messages and the associated cost per message. The new Meta Purchase option aims to help advertisers place a value on specific messaging conversations.
What is Conversational Commerce?
Conversational commerce has become an essential practice for many ecommerce platforms in Thailand and Southeast Asia. This approach, which leverages real-time messaging and chatbots, offers customers personalized shopping experiences and streamlined transactions, aligning perfectly with the preferences of mobile-first consumers in the area. By using messaging applications businesses can efficiently engage with customers, deliver product recommendations, and promote special offers, contributing significantly to increased sales and customer service.
How to set up Meta Purchase
The first step is to register the payment details (bank details) for where you’d like your customers to pay into.
All Tools > Orders
Begin Payments Setup
Once complete you should now have the option to Create a Payment Request in Facebook Messenger.
Click on the ฿ symbol
Create an order with the order amount
Once the payment is confirmed, click ‘Mark as paid’
Once the order has been dispatched or confirmed, click ‘Mark as dispatched’
Once the process is complete, the information is reported in the Ad campaign.
The use of Meta Purchases extends to any advertiser with a revenue-focused campaign objective. Whether you’re a small business owner or part of a larger corporation, Meta Purchases helps in understanding the tangible outcomes of your advertising campaigns, which is especially useful in S.E Asia and Thailand where message commerce campaigns are very popular.
By tracking these metrics, advertisers gain the ability to fine-tune their strategies, allocate resources more efficiently, and ultimately enhance their return on investment. In essence, Meta Purchases empower advertisers to optimize their advertising campaigns within the Meta ecosystem, transforming data into actionable insights and driving real-world sales. In an era where data-driven decision-making reigns supreme, Meta Purchases serve as a valuable tool to help advertisers measure and scale their advertising campaigns.
If you are looking for some help with your Facebook Advertising campaigns, or have a question on the Meta Purchases feature, feel free to reach out to one of the team at Phoenix Media today.