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chevron-downUnderstanding the link between Facebook ads and offline sales can help marketers determine the value of past campaigns and create more effective campaigns in the future. As part of our ongoing effort to provide more measurement capabilities to our advertisers, retailers can now measure offline sales driven by their Custom Audiences campaigns.
Offline conversion measurement has been available for some time with Facebook, but only to advertisers who work with a Facebook measurement partner. By expanding Facebook Custom Audiences to enable offline measurement, we aim to bring this capability to even more retailers who advertise on Facebook.
How to measure offline conversions with Custom Audiences
Today’s update to Custom Audiences lets retailers measure sales lift, analyze their campaigns and, as a result, allocate budget to where they’re seeing the most success — all without the need to work with a third-party measurement partner.
Say Town Sporting Goods, a fictional national retailer, kicked off an advertising campaign on Facebook to promote its new line of ski gloves to existing customers. Town Sporting Goods has always wanted to measure in-store sales lift from Facebook ads, but needing to work with a third-party has prevented them from doing so previously. Now, the company can work with its Facebook representative to understand the connection between Facebook ads and in-store sales of the new gloves.
Using Custom Audiences to measure offline sales lift involves a few key steps:
- Marketers upload hashed data, including emails, phone numbers and addresses, as well as encrypted transaction information
- Facebook matches the retailer’s hashed data to hashed data from our own databases
- We then provide a report that compares, on an aggregate basis, the purchase behavior of customers who saw an ad on Facebook with customers who did not
These reports provide advertisers with overall information about sales lift from their Custom Audiences ad campaigns, but do not provide information such as purchasing profiles or data on individual customers.
We built the matching process used in Custom Audiences with a focus on user privacy. By hashing all personal data used with Custom Audiences, retailers are able to measure sales lift without providing personal information people haven’t shared with Facebook. The information provided to Facebook is used only to generate the measurement reports and is deleted promptly after the analysis is complete.
If you’re interested in measuring offline sales driven through your Custom Audiences campaigns and are already working with a Facebook client partner or account manager, please reach out to your representative to learn more.
