Facebook’s Custom Audiences can now help measure offline sales

CustomAudiences_offlinesales

Facebook released an update Friday to Custom Audiences, allowing advertisers to measure offline sales. Facebook has been trying to prove that the site can drive offline conversions, and today’s update will likely be a boon to advertisers.

The ability to measure offline sales has been available, but only to those companies working with a Facebook measuring partner. Now, a wider range of brands will be able to measure how well their Facebook ads do in terms of converting offline.

A Facebook for Business blog post explains the process:

  • 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 Facebook’s databases
  • Facebook then provides a report that compares, on an aggregate basis, the purchase behavior of customers who saw an ad on Facebook with customers who did not

Readers: What do you think about this update?

Social Media 201

Mediabistro Course

Social Media 201

Starting October 13, Social Media 201 will provide you with hands-on instruction for gaining followers and engagement. Social media experts will teach you how to make social media marketing work for your bottom line and achieving your business goals. Register now!

 

Leave a Reply

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Social/PR Manager

Small, hot SoCal ad agency
CamarilloCamarillo, CA

Content Marketing / Sales

Mediaplanet
New York, NY

Marketing Manager

True North Custom
Chattanooga, TN

Press and Media Relations Manager

Americans for the Arts
Washington, DC

Social Media Manager (Pleasanton)

Avanquest North America
Pleasanton, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us