Are You Getting Real Traffic From Your FaceBook Clicks?
While it seems indisputable that online platforms like Facebook can be used as a valuable marketing tool, there are dissenters starting to come out of the woodwork.
Now that businesses have been using the popular social medium for a while, it’s possible to start quantifying the real-world effects of using Facebook and other sites in terms of return of investment.
One such company is Limited Run, a startup that makes a software platform for musicians and labels to sell physical products like vinyl records. The principals from Limited Run claim they have reached the final straw with its experience as a small business advertising on Facebook — and as a result is completely withdrawing its presence on the social networking platform.
The core issue is that Limited Run says it has discovered 80 percent of the clicks it is receiving on Facebook appear to be coming from bots, rather than real people. The company explained the situation in a message on its Facebook page (which Limited Run says it will delete in the coming days) which has also been picked up in an increasingly popular thread on Hacker News:
Tech Crunch reached Limited Run co-founder Tom Mango, who provided a bit more context on the situation. Before building their own analytics program, Mango and his co-founder used six or seven outside analytics services including Click and Google Analytics.
Those all showed “roughly the same stats” on the client side as Limited Run’s own analytics program — that 80 percent of visitors from Facebook clicks weren’t registering images from Limited Run’s site, which may indicate that it wasn’t truly being visited by a person. Next, Limited Run built tracking into the server side of their app, where any URLs coming in from their Facebook ad campaigns were logged to Limited Run’s database. Those requests weren’t loading any of Limited Run’s client side assets, either.