![]() It can show a business’ nearby brick-and-mortar locations at the end of an ad carousel and let people “Get Directions”. Facebook also has a new Store Locator ad unit. But this new Offline Conversions API lets Facebook jack directly into cash registers and ecommerce sales software to pull real-time results about transactions both in-store and online, plus demographic insights to improve future ad campaigns. Even Facebook’s partnerships with offline purchase data providers like Datalogix didn’t produce nearly as precise data. Until now, advertisers had to vaguely correlate sales increases with local ad buys. ![]() All you can do is hide particular ads you see in your feed, or turn off location services for Facebook entirely, which people who are pissed might do even if it degrades other Facebook functionality. Though Facebook aggregates and anonymizes the data to protect privacy, the fact that there’s no specific opt-out option is a bit unsettling. Facebook will have to point to its deep data set regarding who people are and what they’re interested in, plus all the ad inventory in its popular News Feed to lure away advertisers. Google has had store visit metrics for AdWords since 2014 and recently launched ads that show maps of nearby locations. The Offline Conversions API could help Facebook compete with Google for ad dollars. Facebook is pushing to evolve the industry past flimsy metrics like ad views and clicks, towards measuring when ads actually inspired purchases anywhere. Ninety percent of sales still happen in physical retail stores, not online. This data could get advertisers to spend a lot more on Facebook because it will be able to demonstrate exactly how ad views led to in-store purchases and foot traffic. Even if you don’t buy something, Facebook will also now know you visited a store based on a new feature that matches GPS, beacons, WiFi, radio signals, and cell towers with brick-and-mortar coordinates. Facebook has found the Holy Grail of advertising in a set of new partnerships with point-of-sale systems like Square and Marketo that will prove who bought what after seeing Facebook’s ads.
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