07 Jul Facebook Ad Tracking To Measure Offline Conversions
Facebook is creating ways and means of ad tracking offline to prove to brands that advertising on their social platform will give them cost-effective bang for their buck.
This latest development in Ad Tracking, if successful, will have a massive positive impact for marketing on the network.
The tech company is introducing ways to measure Ad Tracking and show just how effective online ads are at increasing in-store visits and offline sales as well as also making it easier for users to find businesses closest to them.
The social network has 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 see 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.
Ad Tracking Mechanics
The store visit metric, according to Facebook, is based only on information collected from people who have turned on the location services feature on their smartphone.
Early testers for Ad Tracking have seen strong results. For example:
- 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.
- Others have also begun using store visit measurement tools, including M&S, Petco, Burger King UK and Cadillac.
“This is a window into a black box that they’ve never had before,” Sam England, Facebook’s product manager, said in an interview. “It’s not just something new for Facebook but something across the board.”
The measurement tools for Ad Tracking are just the next step in Facebook’s plan to connect online with offline.