Facebook is beginning to make some moves that could very well shift digital media past the post-click era, into something that utilizes the company’s new conversion lift measurement system.

Per a recent announcement, the new system would allow more advertisers to put aside current ad measurement systems in favor of “conversion lift,” which has only been available to a select few as of this point. However, anyone with a Facebook account team will now be able to use the program, according to Digiday.

Facebook believes that ad measurement systems these days can be flawed, since they account for ads only receive credit for clicks, rather than showing how a certain ad attributes to a campaign and the effectiveness of sales. With conversion lift, testing can be utilized to see how ads can play an effect on an ad.

“Building on existing Facebook measurement offerings, conversion lift allows advertisers to accurately determine the additional business driven by Facebook ads and make future marketing decisions based on this information,” said the company in its recent statement.

Consumers often have an effect on ads they view on the site, according to Facebook, although they aren’t always clicked on – thus leading to possible inaccurate results when it comes to the effectiveness of a campaign. The site believes that these ads should be given credit for awareness, increasing the overall value to marketers and allowing media sellers to increase their CPM’s accordingly.

Land of Nod, a furniture retailer, was one of the companies that began using the program back in August 2014, and reported that the results were immense, with its ads showing 20 times more improvement than originally expected.

“We saw that the mobile impact of our ads was higher than we anticipated,” said Joe Orlando, marketing director for the company. As a result, it expects to increase its Facebook ad spending by ten percent over the next few months.

Still, not everyone is on board, as some wonder if Facebook’s new program can make a difference. “Facebook obviously has an advantage here with their reach, audience data and Datalogix partnership, so it’s self-serving to that extent,” said Eric Franchi, co-founder for ad tech company Undertone. “But any effort to help property value the impact of display advertising is positive for the industry and publishers. Facebook’s size and clout helps give them as good a shot at shifting the conversation as anyone.”

The big thing to get over may be trying to get new clients on board with the program. “The methodology is as sound as Facebook says,” said Jeanne Bright, vice president and director for digital agency DigitasLBi. “But it does require a full buy-in to the tech requirements, which can be quite overwhelming. Facebook alone will not have the clout to change the industry by itself, although it’s going down the right path.”

For now, it’s just a matter of time to see just how effective “conversion lift” can be. But there’s no question that some companies might just be willing to take the gamble.