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Meta, when it was still known as Facebook, quietly discontinued a suite of store-visit tools. Since the switch earlier this year, marketers have been trying to piecemeal ways to tie social spend to offline activity in order to keep proving the value of social media marketing.
The features, which included the Store Visits Optimization and Reporting and other related tools, allowed social marketers to measure how a campaign on Facebook or Instagram resulted in in-store foot traffic.