Tina Moffett says, “On Tuesday, Facebook announced new solutions for businesses to drive people to their stores and measure the amount of store visits and in-store sales following their Facebook mobile ad campaigns. Before breaking out the bubbly, let’s break down Facebook’s new measurement capabilities, and evaluate what it means for marketers.

First, the warning statement: The Facebook Offline Conversion and Site Metric features give all the credit to a singular FB mobile ad, not considering all the other marketing stimuli a consumer is exposed to. Taking the offline conversion metric as a stand alone metric without considering all your other marketing activity will over credit social advertising and under credit other marketing initiatives and misguide your future marketing investments. Additionally, the offline conversion and site metric only works when Facebook users opt into the Facebook location services, so it’s unknown if the metrics are a true sample of intended targeted audience.

That said, Facebook improved its local awareness product with several valuable new features. The first allows marketers to show their nearest brick and mortar locations to customers who are in the vicinity and offer a relevant call to action, like “Get Directions.” This store locator will now be featured natively, within the ad format, so people can click on the map (in the ad) to get information about local businesses—all without leaving the ad!”.

Facebook Offline Conversion and Site Metrics: Use With Caution

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