Facebook (FB +1.5%) monetization data chief Brent Smallwood tries to counter criticism of the...

|About: Facebook (FB)|By:, SA News Editor

Facebook (FB +1.5%) monetization data chief Brent Smallwood tries to counter criticism of the company's low ad click-through rates by arguing ad clicks give an inaccurate view of a campaign's effectiveness. While relevant for e-commerce firms trying to make immediate sales, ad clicks don't matter as much to brands trying to drive offline sales, Smallwood argues. Facebook is counting on its partnership with Datalogix to provide marketers with data about offline conversions. (COO remarks)