Facebook (FBX) Retargeting

Since 1996, Filta has been providing cooking oil micro filtration service around the world to restaurants and other food establishments. Filta’s “Green” services naturally preserve the environment by extending the life of cooking oil, turning waste cooking oil into biodiesel and reducing energy consumption and food waste. Filta services over 5,000 customers every week and has recycled over 1/3 billion pounds of oil… and counting.

Filta tasked iDimension to maximize the value of previous advertising that brought visitors to their web site.  They wanted to keep the brand in front of those visitors in an innocuous, unique manner – and to minimize time & cost required by the solution.  Most importantly, they wanted to measure success against their Google Analytics conversion goals, and compare it to effectiveness of other advertising efforts.

iDimension leveraged the Facebook Exchange (FBX) to present ads on Facebook to users that had visited the Filta web site.   Analytics & marketing tags on Filta’s web site were already managed using the OpenTag tag management solution, so deploying the remarketing pixel to add Filta web site visitor’s to this remarketing list was a piece of cake.

All Facebook ad destination URLs were tagged with Google Analytics campaign tracking variables, so visit activity showed up in Google Analytics reports just like other campaign activity.  However, to truly compare this effort with that of paid advertising efforts like AdWords & Bing campaigns, iDimension utilized new Google Analytics functionality called “Cost Data Import“.  The allows import of cost data for non-Google campaigns so you can not just compare visit activity, but also impressions, clicks, cost, CTR,  CPC, ROI & Margin.  Seeing ROI & Margin for this effort compared to the other Filta paid advertising efforts really allows for clear-cut comparisons, and managing budget to what actually works.

Visit Filta’s web site, and see if you don’t catch one of their ads on Facebook!