Facebook continues to take steps to better enable businesses to attribute conversions to the actions that drove them, online or offline, and its latest move on this front is Monday’s introduction of an Offline Conversion solution for its lead ads.
The social network said in a Facebook for Business post that brands can tap the new Offline Conversion solution for:
- Direct connections between ads and results—whether a sale in a store, a booking over the phone or an in-person meeting, you can see, measure and adjust their campaigns based on real downstream metrics that matter to their business.
- Create campaigns based on offline success by targeting high-value customers from the prior month using custom audiences and lookalike audiences and excluding in-store purchasers to find new local prospects.
- Gain insights and build campaigns based on the actual transactions by retargeting buyers of a certain category with the next product or service you’d like them to buy.
