Foursquare’s self-service ad platform is now available for all small business, in addition to the limited number of firms to which it has been available since April. Now, any physical commercial venue can pay to have a personalized promotion appear within users’ feeds. Labeled ‘promoted,’ the ads are targeted based on the location of Foursquare users, and whether or not they’re likely to become a customer. To determine the likelihood of becoming a customer, Foursquare assesses whether or not a customer has checked into a venue before, or whether the user has searched for related listenings. On the business side, ad creators will be notified, via a dashboard, about whenever someone views their ad, clicks on it, and walks into the store; Foursquare can offer very real conversion metrics in this way.