Facebook Ads: Retargeting by Offline Store Visits
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.”
(source)
Have you had the chance to use retargeting by offline store visits yet? Let us know in the comments how it worked out for you!
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