Offline Activity

The day has come when you can finally retarget people who walked into your store and left without making a purchase.

Done via Facebook Ads store visits reporting and optimization, the new feature lets you create a custom audience made up of people whose always-on/when using location has told Facebook they walked into your offline location.

Coupled with targeting by other offline conversion events, like (lack of) offline purchases, you get a powerful new tool for converting those offline leads.

Store visits reporting works based on Business Locations, which you then use in a Custom Audience > Offline Activity.

Here’s what you’ll need to do in order to retarget people who actually visited your store:

Step 1 — create business location(s) for which you want to retarget offline visitors

Not seeing Business Locations in your menu? You might have to apply for Locations first.

Step 2 — if you’re one of the businesses “eligible” for store visits reporting (more below), you should be able to create custom audiences made up of people who recently visited those business locations.

It doesn’t look like all businesses with business locations created have access to offline visits reporting & retargeting yet. And all Facebook recommends is that you contact your Facebook representative if you don’t have access to the feature yet.

Now, the obvious question is, how exactly does Facebook deal with batches of stores located close to one another. All we know is:

. it uses GPS, Wi-Fi and Bluetooth data when specifically allowed by the user;

·         it also uses “satellite imagery and mapping data from 3rd parties which outlines your building location boundaries;

·         and “filtering out people who we think are employees or who appear to be on the move.”

Where to see the results of my offline event audience?

When you run a campaign using Facebook offline activity audience, you can customize the reporting dashboard to see the results.

• Add a column ‘offline conversions’ in the ad reporting dashboard.
• Select the attribution window to 28-day-click or 1-day-view as per your business objective.
• Save this setting and Apply.

You will see a lot of metrics to analyze. Then you can decide Facebook offline event audience is effective.

Conclusion

It is not always important to capture potential leads through online channels only or offline channels only. A combination of both could do the magic for you. You should utilize this exciting Facebook offline activity audience feature to benefit your business. You can engage your slightly aware audience and convert it to your delighted customers.

Facebook Ads making advertisers’ life easier day by day. A wide range of features to track the online and offline audience and retargeting that audience could actually increase the conversion rate.

Now advertisers can draw the conclusion effectively from their offline campaign and make the data insightful. Facebook is an expert in understanding customer’s pain points and building solutions to overcome them.

With this audience type, you can use the analytics data to design better campaigns in the future.

https://www.youtube.com/watch?v=nWdPhnuVaKk