"Through Atlas's Click Purchase Path Analysis, [advertisers] can
glean insights into where Facebook advertising dwells as an
introducer, influencer, or closer across each unique click path,
essentially creating a virtual representation of the digital
conversion funnel," read the blog post, written by
Sanjay Vasdev, a senior market analyst at Microsoft, according to
What Mr. Vasdev is essentially saying is that one of Atlas'
analytics tools lets advertisers track what impact a Facebook ad
has on a given conversion - whether that conversion is submitting
an email address to a marketer or completing an online purchase. In
short, Atlas has tools that can give insight into what kind of
credit Facebook should get for a given ad.
In the post, he also talks about using Atlas tools to help
advertisers determine what percentage of web users its reaching
with a web-wide ad campaign are only found on Facebook.
"Accurate measurement will help draw conclusions on the quality
of audiences delivered at scale," the post reads. "Marketers will
be better informed on the synergistic aspects of Facebook
advertising, gain better understanding of its reach and overlap,
and aid the movement of marketing budgets to appropriate
Atlas started letting its advertisers use these tools to measure
Facebook ads in 2012, and it's possible that Facebook may make
these tools available to all Facebook advertisers after the deal
closes. Facebook and Microsoft spokesmen declined to comment.