On Thursday, Feb. 28, Facebook announced it purchased Microsoft’s Atlas Advertiser Suite. Rumors have the acquisition ranging in price from $50 million to $100 million. According to Facebook Newsroom, Atlas will allow advertisers the ability to “close the loop” for their online campaigns, and the intended purchase was not to build a new ad network for the social media giant.

At what point do you high five and pat your advertising and marketing plan on the back? Is it when a customer finds a phone number on your website and calls, when a client clicks an ad you've placed, or when a coupon is used during a purchase? Do you rate the effectiveness of an advertisement solely on the final outcome, or should you look further up the line giving credit to multiple initiatives?