MONITORING CONVERSIONS AND FEE DETERMINATION OF ONLINE ADVERTISEMENTS USING A SOCIAL NETWORKING SYSTEM

摘要

A group of social networking system users are associated with a holdout group for an advertisement. Users in the holdout group are not presented with the advertisement. When the advertisement is selected for presentation to a user, the social networking system presents the advertisement to the user if the user is not in the holdout group. However, if the user is in the holdout group, alternative content is presented to the user. If a user performs a conversion event associated with the advertisement via a client device, the social networking system determines a fee for an advertiser if the advertisement was presented to the user. The fee may be adjusted based on differences between conversion events by users in the holdout group for the advertisement and by users not in the holdout group.

主权项

1. A method comprising:
selecting a holdout group of users from a plurality of users of a social networking system, the holdout group associated with one or more advertisements prevented from being presented to users in the holdout group; selecting an advertisement from the one or more advertisements for presentation to a user of the social networking system; determining whether the user is in the holdout group; if the user is not in the holdout group associated with the advertisement, providing the selected advertisement to a client device; storing information associated with the ad in an ad history associated with the user; receiving information from an additional client device indicating a conversion event occurred and identifying the user; determining a fee for presentation of the advertisement to the user based on the conversion event and the ad history; determining a holdout conversion rate associated with the plurality of users in the holdout group, the holdout conversion rate based on a number of conversion events associated with users in the holdout group; determining a target conversion rate associated with users of the social networking system presented with the advertisement and not in the holdout subset, the target conversion rate based on a number of conversion events associated with users not in the target group; determining an adjustment value based on the target conversion rate and the holdout conversion rate; and adjusting the fee based in part on the adjustment value.