As social media becomes a bigger part of our wider business process, so too does the demand for better data tracking and improved transparency measures to provide definitive links between social ad spend and subsequent sales impact.
Facebook’s taken a lead role in this – they introduced “Conversion Lift” back in January 2015 which compares point of sale data to Facebook details to track how Facebook ads lead to actual, in-store sales, and they’ve evolved their Local Awareness Ads product to make better use of geo-location services in order to, among other things, help brands reach audiences in the area immediately surrounding their place/s of business.
