Optimize Facebook Ads Using New Store Visit Metrics
While these features will be rolled out to the public in a few months, some businesses have already been in beta test mode and gained extremely positive results. According to Adweek, “a French retailer E.Leclerc found it was able to reach 1.5 million people within 10 kilometers of its stores, with about 12 percent of clicks leading to visits within a week.”
Facebook is also releasing another feature that measures which ads are leading to sales on a cumulative level. Transaction data from a purchase will be matched with ad information from an Offline Conversions API, giving businesses a better idea of which audience segment is making purchases. This budding connection between online and offline is proving to be a critical factor in tracking customers throughout their journey in the retail and food industries.