Invoca Launches Invoca for Social

Invoca, a call intelligence company, has launched Invoca for Social, enabling marketers to optimize their Facebook ad campaigns for the entire omnichannel customer journey, all directly within Facebook] Ads Manager. This comes as part of Facebook's new Offline Conversions API that helps marketers understand offline actions from Facebook ad campaigns, like phone calls and in-store purchases.

"As smartphones have become the primary device for digital interaction, it's no surprise that people are increasingly blending online and offline interactions," said Kyle Christensen, vice president of marketing at Invoca, in a statement. "Marketers are realizing that today's customer journey often jumps around between using the Facebook app, a mobile Web site, and an in-store visit or phone call. Invoca for Social is an important step forward for the millions of businesses advertising on Facebook that are looking to close the online/offline gap and optimize for the entire omnichannel customer journey."

Invoca for Social includes the following:

• Granular attribution down to the ad level: Get actionable insight into the campaigns, ad sets, and ads driving customers to call and convert offline. See this side-by-side with click data for a complete online and offline view of your ad performance.
• Greater insight into target audiences: Use Invoca data to understand which target Facebook audiences have the highest propensity to call. Increase engagement from those audiences by making it easy for them to call, from Facebook mobile ad placement to prominent click-to-call buttons on the landing page.
• Call data right inside Facebook reporting: View Invoca call data within Facebook reporting.

"Invoca for Social gives us insight into which Facebook ads are actually driving the highest quality phone calls for our clients," said Harrison Davies, executive vice president and head of digital media at Zeta Interactive, in a statement. “By tracking calls back to the campaign level, we are able to show click-to-call ads to the people who we know are more likely to call, and bid for those offline conversions in real time."

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