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Facebook ads – When client also has a physical store – how to measure success?
Posted by on June 30, 2020 at 2:35 pmHi Guys.
So i need some guidance on this topic.
I’m running ads for my client (he’s selling furniture > 400$) on his website and in his physical store.It is a local danish business with great customer loyalty. Especially from the local area.
The challenge, however, is that the customer journey often looks like this:
1. The customer sees the ad on facebook and clicks.
2. The customer sees the product on the webshop
3. The customer visits the store and buys here (Hence no conversion in on the campaign).
This is a pervasive problem for all campaigns, and I have little doubt as to whether anything can be done about it.
What can be done to being able to track this? If anything?
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4 Replies
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Best is prolly a FB-specific promo code or asking where the customer heard about you when they visit store.
Those aren’t really useful for in-platform optimization tho, so you’ll have to use proxies like time spent on site from GA to measure interest. This is a problem that massive companies face as well
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Upload offline conversions
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Phone calls and store visits.
No paid search? That’s where calls and visits will be easiest to track.
Facebook should be more for promos, lead Gen, financing deals, etc.
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There are a couple of Facebook Marketing Partners that specialise in offline conversions / events, they basically automate the process using the offline conversion API. But depends on the market you are running in.
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