Marketers don’t actually want clicks, they want the downstream conversions and the return on investment that follow. So today Facebook begins allowing advertisers using its API to ask it to show their ads to people most likely to take any specific post-click action on the social network, such as sharing a brand’s content to the news feed, buying virtual goods in their apps, or redeeming one of the new Facebook Offers at a local brick-and-mortar store.

Rather than having to deduce what demographics are most likely to convert, and being unable to tell if those conversions came straight from ads, today’s improvements give advertisers more transparency, and will make it easier for a much wider range of businesses like social games, local businesses, and big brands to earn money from Facebook marketing.

Read the full article on TechCrunch.