Tracking conversions from digital marketing efforts can sometimes be a daunting task. This is especially true for brick and mortar retailers who may want to drive offline behavior and encourage people to visit their store. Keep in mind, 90% of US retail purchases are still made offline and 56% of store purchases are influenced by digital. These statistics show how important it is to track offline conversions.
At the forefront of tracking offline conversions from digital efforts is Facebook. They know that it is important to drive store visits in order to help increase sales. Currently Facebook is in the process of developing Location Ads on their Ads platform. A business can target potential customers by uploading each of their retail locations to Facebook. The ads platform will utilize automatic radius targeting to reach customers that are in close poximity to each location. You can utilize not only imagery to entice customers, but you can also provide an interactive map of your store location so that the customer can obtain directions from their current location. A tracking cookie will be placed on that customer’s Facebook app on their mobile device and if they end up visiting a store, an offline conversion will be counted and appear in the ad’s statistical data. Ads will then optimize and show to users who are most likely to visit stores once interacting with ads making it a powerful tool for retargeting campaigns.
Although store traffic conversion tracking is still in beta and not available to every Facebook Ad account, you are still able to optimize for reach in order to show your ad to the highest possible number of unique daily prospects. If you would like to learn more about how Facebook Location Ads can help your business, please contact us today!