Unless you’re a big brand or agency, you probably haven’t gotten direct access yet to Store Visits tracking on Google or Facebook. It looks like Facebook is now rolling out their version of the metric with a new ad objective.
“With over 90% of all transactions still taking place offline, driving customers into a store, restaurant, auto dealership or other place of business remains a primary marketing objective for any advertiser with brick-and-mortar locations.”
Essentially the feature allows you to determine how many users visited your business location after clicking on a Facebook ad. While this is exciting news to anyone that advertises on Facebook, there are minimum thresholds that need to be met before FB will grant eligibility.
This has been something marketers have been craving for as long as digital has been driving sales. Everyone has micro-moments, everyone does research online and many people make purchases online, but what about the people that just go into a store to make the final purchase? If not attributed directly or proper expectations are not set, marketers can oftentimes be left out to dry by the gap in data. So while it remains to be seen how well this new ad type will work, it is quite exciting for any brick and mortar locations.
“This objective has been specifically created for brick and mortar businesses who want to reach customers in the right location, with localized ad content and the ultimate goal of driving customers in-store. Additionally, over the next couple weeks, we are rolling out enhancements to the Store Visits objective which will allow you to not only report on store visits, but optimize your ads towards those most likely to visit.”
Facebook is describing this as the “Evolution of Local Awareness on Facebook and Instagram.” They might be right.