Drive Store Visits and In-Store Sales with the Facebook Store Visits Objective

Drive Store Visits and In-Store Sales

Over 90% of retail sales in the US happen in stores1, but people are increasingly researching products and business locations on their mobile phones. Facebook's Store Visits objective bridges the gap between the online and offline worlds, helping businesses achieve their end objective of driving customers into a brick and mortar store. The Store Visits objective is for multi-location businesses with Locations enabled and works well for businesses in retail, grocery and telecommunications as well as restaurants and auto dealerships.

Ad Formats That Drive Customers in Store

Create ads with location-based relevance for people nearby all your stores.
The CTAs, maps, and text will always be based on the business location nearest the person served your ad.
Ad formats including image, video, and carousel can generate instant awareness of the nearest business location and provide information the customer needs to get there.
A native store locator is available for carousel. The store locator makes ads more useful for consumers by putting contact information and openings hours of nearby stores only one tap away.
Powerful call-to-action button options allow people to interact with businesses directly from their News Feed - people can get directions, call or send a message to your business, right from your ad.

Location Based Relevance at Scale

The versatile geo-targeting offered with the Store Visits objective allows you to set boundaries automatically based on population density and desired audience size or specify a precise radius, down to decimal point, around each one of your stores. You can also show every person the address or phone number of the location nearest to them, even as part of a large regional or national campaign.
Store Visits ads are powered by a single creative template, enabling you to easily create local ads for all of your business locations in just a few clicks.
To use Store Visits you will need Locations enabled for your business. Learn how to create a Location structure.

Optimize for More Store Visits

When setting the budget for your Store Visits campaign you have 2 optimization options available.
  • Reach - Available to all advertisers. It optimizes for daily unique reach and shows “Impressions” as the default metric within Ads Manager reporting.
  • Store Visits - Available to eligible* advertisers. It optimizes for the lowest cost per attributed store visit by increasing delivery towards customers who are more likely to visit a store. Store visits is the default metric within Ads Manager reporting when available.
*Store visits optimization and reporting is currently being tested by a small group of eligible clients. You will be notified if your business is eligible.

Actionable Insights for Every Store

All Store Visits objective campaigns have reporting available on both the campaign and individual store level detailing metrics like reach, impressions and clicks. If you select Store Visits optimization you will have access to additional metrics including number of store visits, cost per store visit and audience demographics.
Facebook's Store Visits metric is an attributed metric which is reported in real time and is based on data from users with location services enabled on their mobile device. In order to attribute store visits, Facebook uses methodology with accurate and scalable location signaling data including ambient wifi, beacons, and historical location information. Learn more about how Store Visits are calculated.
The Offline Conversions API is an additional reporting solution available for advertisers to measure in-store sales conversions, attributed to specific campaigns. The Offline Conversions API connects to your database such as CRM or POS systems to report on customers who have seen your ad and made a purchase.

We reached a large number of people within a very specific radius of each of our defined restaurants, with a message created specifically for those people and those restaurants. With this campaign, we were uniquely able to see the direct impact of our digital ads on driving foot traffic – our most fundamental communications goal.

Richard Cran, VP of Marketing Communications, Jack in the Box

Create a Store Visits Ad
Need more information? Visit the Help Center for more guidance on creating a campaign using the Store Visits objective.