Facebook’s new offline sales measurement trick could make ad clicks obsolete

Facebook is launching a new way for brick-and-mortar business owners to measure if their Facebook ads drove in-store sales, even if customers never clicked. Businesses can buy ads, then send Facebook privacy-safe data on who bought what, and Facebook will tell them how much people who saw the ads bought compared to those who didn’t.

Understanding the link between Facebook ads and offline sales can help marketers determine the value of past campaigns and create more effective campaigns in the future. As part of our ongoing effort to provide more measurement capabilities to our advertisers, retailers can now measure offline sales driven by their Custom Audiences campaigns.