Facebook to track in-store visits and purchases

For retailers that advertise on Facebook, determining the volume of store traffic and purchases generated by the ads can be tricky at best.



But the social platform is trying to help retail advertisers keep track of how many sets of eyeballs actually wind up in a store, reported ReCode. A new Facebook ad feature allows retailers to include interactive maps of their stores in ads and then use location tracking to see how many people who view the maps actually visit the store.



In addition, a new API called Offline Conversions is designed to tie customer data collected from in-store systems to Facebook advertising data to help track sales generated by ad views, the report said.



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