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Facebook to track whether ads lead to store visits

Facebook is introducing ways to measure to what extent retailers’ online ads increase visits to stores.

Access all areas: user reviews on tablets and QR codes in  store offer customers extra information to aid purchasing

Mobile shopper

Access all areas: user reviews on tablets and QR codes in store offer customers extra information to aid purchasing

Advertisers on the social network can now include an interactive map displaying their physical store locations as part of a carousel ad, so users can find their bricks-and-mortar stores.

Facebook will then use the phone’s location services to track how many users who saw the ad actually visited the store.

Facebook hopes the technology will give retailers who buy advertising on the site a more intuitive and measurable ROI [return on investment] on their marketing spend.

Maps to the nearest site will be embedded in the adverts themselves. They will be interactive to users, who will be able to retrieve information about the sites: including opening times, phone number and estimated travel time from their current location.

The new feature has been developed in partnership with online technology business Marketo. Chief marketing officer of Marketo, Sanjay Dholakia, said this new feature allows retailers to “drive stronger advert personalisation, but also connect these offline activities back to their Facebook adverts”.

“Simply put, this combined solution enables marketers to optimise and measure the complete business value of their advertising spend,” he continued.

The move is the latest in a range of updates to the advertising options on Facebook and Instagram in response to the increasing popularity of mobile shopping, particularly through apps.

In order to help retailers tap into the “huge opportunity” of targeted ads, Facebook recently extended its Dynamic Ads to Instagram for the first time.

Dynamic Ads automate product advertising by showing people ads featuring items they’ve expressed interest in, either by viewing it or adding it to their basket, or items related to ones they have purchased. 

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