Facebook’s Custom Audiences can now help measure offline sales

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By Justin Lafferty

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?