Source Metrics, a social media marketing analytics platform, today launched its Facebook In-store Ad Tracker, which provides retailers with access to in-store conversion analytics that are a direct result of their Facebook ad campaigns.
"While studies show that Facebook ads are getting more clicks year after year, the impact these adds have on the bottom line is still somewhat of a mystery, especially for brick-and-mortar retailers," said Scott Lake, CEO of Source Metrics, in a statement. "We have created the Facebook In-store Ad Tracker to eliminate the guesswork for retailers regarding their Facebook Ads by providing metrics that show exactly how many campaign conversions or sales are a direct result of their Facebook Ad campaign."
The Source Metrics Facebook In-store Ad Tracker provides the following metrics:
- Total number of in-store conversions or sales by individual store;
- Total number of all in-store conversions;
- Time of day of all in-store conversions; and
- Total revenue of re-deemed items.
To track the success of a Facebook Ad campaigns, retailers include a link to a mobile offer, which opens in the Facebook app on any smartphone. To take advantage of the offer, users must take the mobile offer to the store to unlock it. Once the offer is unlocked, Source Metrics records all of the information that resulted in the conversion, which can be directly attributed to the Facebook Ad. Offers can be coupons, giveaways, contests, or any promotion.
Consumers are not required to download an app to redeem offers, but rather view the offer through the mobile browser in their smartphones' Facebook App.