Facebook Will Track Whether Ads Lead to Store Visits and Offline Purchases
By Lauren Stacy • June 14, 2016
Facebook is introducing new ways to measure just how effective online ads are at increasing in-store visits and offline sales while also making it easier for users to find businesses closest to them. Yesterday, the social network added several new measurement tools that will allow stores to see how many people visit a store location after seeing a Facebook campaign. The features also allow for optimizing ad creative, delivery, and targeting based on store visits and show results across individual stores or regions to better optimize ad campaigns.Facebook’s updates will provide real-time information on the offline response to advertising, allowing marketers to optimize creative in real time using Facebook insights at the campaign level.