Definitely not “match-backs” until the attribution situation gets a little better, many agencies have put entirely too much weight on the quality of “match-backs” because it makes them look better than they should. Simply showing an ad to someone that buys a car does not entirely mean that the ad influenced that purchase. We have a close watch on the Positional Attribution windows within Facebook Analytics.
We work with each dealer to help them define what success would look like in their store. For some that is lead cost, lead size, lead quality… while for others this is VDP views, FB messages, or just customer sentiment! (Your customers WILL MENTION seeing these ads we run to them once we get your staff involved!) We don’t feel like we are succeeding unless we are solving your unique problems, the campaigns can be optimized for many key metrics so aligning the ads to achieve the goals that our partners have in mind is key to success in the platform and success for our partners. Most partners ask us for leads, VDP views, or messages but ALL are more than happy to get their staff involved in ad creation and see customers having fun engaging with the ads/videos!