Can Brands Create Facebook Custom Audiences Based on Store Visits?

Facebook introduced three advertising products in June 2016 aimed at retailers with brick-and-mortar stores

JIRAROJ PRADITCHAROENKUL/iStock

Facebook appears to be testing another targeting option for its custom audiences: store visits.

Moshe Isaacian shared the screenshot below with Tim Peterson of Marketing Land.

A Facebook spokesperson would only say, “We’re always exploring new ways to help marketers drive offline value from their ads, but have nothing new to announce at this time.”

In recent weeks, other new options for custom audiences have been spotted, including interactions with events and engagement with Instagram business profiles.

The social network introduced three advertising products in June 2016 aimed at retailers with brick-and-mortar stores: store locator, store visits and the offline conversions application-programming interface.

Those store visits features only use location information from users who have enabled Facebook’s location services, and reports on store visits are estimated and anonymized.

And as with other types of ads, Facebook users can set their preferences to avoid seeing certain types of advertising.