[continuations]

Ok I'm not familiar with the FB ad platform but how does FB surface conversion costs? Using your example of real estate services there's no way FB can tell whether someone becomes a client after clicking on the ad. And without that information FB cannot calculate conversion costs.

[dkokelley]

Facebook uses their pixel [1] to determine what their visitors do on their advertisers' sites. The pixel can be set with various options, such as a "purchase" pixel with a revenue component. When you initiate campaigns in Facebook you have the option to define a goal of conversions (views of a specific Facebook pixel), and Facebook will report back the conversions from your campaign.

1: https://www.facebook.com/business/help/952192354843755

[rgbrgb]

We fire a conversion event back to them when someone becomes a client.

[exhilaration]

Hmmm... what do you pass back to FB? Our FB cookie? That way they can correlate who saw the ad against the visit to your site?

[rgbrgb]

Here's an official explanation of conversion tracking with FB: https://www.facebook.com/business/a/online-sales/conversion-...