Harmelin Digital Contributor: Nick Walz
One of the biggest challenges that brick-and-mortar businesses face is tracking and measuring sales from their advertising campaigns. Facebook recognized this challenge and developed metrics that show how many in-store visits are attributed from their mobile ads.
What this means for marketers: Facebook’s local awareness ads now allow advertisers to see how many people visited a brick-and-mortar location after viewing a Facebook ad. They are measuring this based on the GPS enabled on a user’s mobile device. It will allow advertisers to collect sales and demographic information from those users. These new metrics will now give brick-and-mortar businesses more insights on how well their advertising campaigns are performing, which will allow them to better optimize future campaigns. When in-store sales or foot traffic is a KPI, Harmelin will recommend utilizing mobile ads on Facebook to accurately track this data.