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Source Metrics says it can track in-store conversions from Facebook ads

January 22, 2014

Social media marketing analytics firm Source Metrics has announced the launch of its Facebook In-store Ad Tracker, which it says provides retailers with access to in-store conversion analytics that are a direct result of a retailer's Facebook ad campaign.

"While studies show that Facebook ads are getting more clicks year after year, the impact these ads have on the bottom line is still somewhat of a mystery especially for brick-and-mortar retailers," Source Metrics CEO Scott Lake said in the announcement. "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
• Total revenue of redeemed items

To track the success of a Facebook Ad campaign, 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 is able to record the location, time and dollars amount that resulted from the conversion, which can be directly attributed to the Facebook ad. Offers can be coupons, giveaways, contests or any promotion of their choosing that will drive traffic to the store.

Consumers are not required to download an app to redeem offers, but rather view the offer through the mobile browser in their smartphone's Facebook app.

Read more about social media in retail.