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Facebook improved its ability to help marketers determine the impact their ads on the social network have on in-store purchases and other offline outcomes with the introduction of two tools today.
Marketers can now build custom audiences made up of Facebook users who have previously made offline purchases from retailers, or they can go one step further and create lookalike audiences to help discover new potential shoppers with similar characteristics.
The social network said in a blog post that this new tool enables businesses to “dynamically re-engage shoppers” based on their previous interactions through offline channels such as stores or call centers, providing the following example: “A real estate company can automatically show an ad with its latest house listings to people who have called to schedule an open house tour in the past 30 days.”
Even more specifically, retailers can now create custom audiences populated by Facebook users who have recently visited their brick-and-mortar locations.
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