A week after announcing its partnership with Quantium to improve its offline measurements, Facebook has once again stepped up its attribution game by partnering with Square and Marketo, both makers of point-of-sale systems, to track how well their ads lead to offline purchases. Even when no purchase is made, the social network will still be able to track store visits thanks to a new feature that matches smartphone coordinates from GPS, beacons, WiFi, radio signals, and cell towers with store locations.
What Brands Need To Do
With digital ad measurement becoming more accurate and sophisticated, advertisers have turned toward tracking their impact in the real world. Measuring offline sales and store visits driven by digital ads is especially important for retailers and CPG brands, as those metrics are the typical KPIs for measuring their campaigns. As social platforms appeal to advertisers by building out their attribution tools, brands should learn to leverage the new data they generate to inform their current and future campaigns.