Facebook is Putting Maps in Ads and Will Measure Store Visits

Facebook is putting maps in the ads with a track of users visited the store in order to make offline retailers platform to showcase their products. Seeing the current trend of the online shopping, offline shopping is getting a second option for the user hence the Facebook on Tuesday launched several new advertising features within its “Local Awareness” ad product to help companies solve this problem. In the new app platform, Facebook is making a store locator available whenever the user visiting the Facebook a” Local Awareness” ad will gets populated to help the shoppers to identify and travel to the nearest physical store. In the expansion of this, Facebook will also track the metrics offered in its Ads Reporting tab to include” store visits” to help businesses track foot traffic driven by Local Awareness ads. Also in addition with the same Facebook is offering advertisers an “Offline Conversions API” to help them see how the ads impact sales, in store or by phone.
The ads shown will includes an interactive map detailing the locations of stores in order to give a clear guidance to the user about the nearby stores andcompel them to visit. Facebook will also use the users’ phones to track the result of the ads in terms of users who saw the ad wound up visiting the store.Getting an information of ROI will definitely going to interact the store retailers and attract them to put more ads on the Facebook so as to push the users to reach to the stores. Keeping the figure of sales i.e. More than 90% of retail sales take place in stores, according to research firm eMarketer, Facebook comes out with the putting the map in ads with analysis of customer’s visits.
Facebook’s new Offline Conversions API lets advertisers connect in-store transactions or transactions done over the phone to their ads. “The Offline Conversions API allows businesses to match transaction data from their customer database or point-of-sale system to Ads Reporting,” Facebook said in a blog post, “helping them better understand the effectiveness of their ads in real-time.”

The best part of this tool is that the advertisers have the count of the visitors visited to their stores hence this will be great metric to measure. In line with the same, Facebook also considered avoiding the privacy of the Facebook users by not sharing the exact data like name, age, phone etc. The data on people will be anonymized and aggregated, so marketers can’t see the exact individuals who come into or near their stores, but advertisers can view real-time results as transactions occur in store and over the phone and gain demographic insights about people who purchase products, such as gender, age group and so on, said Facebook.
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