[SMK] Social Media Knowledge


Facebook’s powerful new tools track real-time conversions

How much is a Like, comment, or emoji really worth?

A new update from Facebook may finally be able to answer that most vexing question.

Cash it up

Facebook announced a revamp to its Local Awareness feature in a blog post, explaining the update will give retailers more insights into the effectiveness of their Facebook campaigns.

"A fundamental challenge for brick-and-mortar businesses today is measuring the impact of their advertising campaigns on shop visits and sales.

"Today, we're announcing new solutions for businesses to drive people to their shops and measure the amount of shop visits and in-store sales following their Facebook mobile advertising campaigns."

Mobile meets in-store

Now retailers can see how many people visit their store after viewing a Facebook ad campaign. Data is pulled from users with location services activated on their smartphone.

Significantly, Facebook now lets retailers tweak their ad creative in real-time, based on user activity.

For example, a retailer might change their ad creative for Sydney stores, based on what's working in Melbourne or Wellington.


Facebook is also giving retailers a more holistic approach to campaign analytics. Retailers can now plug offline transactions, such as in-store or phone sales, into an Offline Conversions API to get a better picture of their customers.

Early reports of the Local Awareness update look promising. French retailer E.Leclerc reached 1.5 million people within 10km of their stores, and discovered 12% of clicks on their Facebook ads resulted in a shop visit within a week.

To find out more visit facebook.com.

Learn with SMK through February

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

February's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST
  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.
Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST
  • Technical Labs explore the technological process and workflows related to key digital marketing activities.
SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST
  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
  • Module Four: Off-Page SEO, Local SEO & Google Business Profile Optimisation
Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST
  • Module One: 2024 Ads Trends, Landscape and Opportunities
  • Module Two: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module Three: Advertising Strategy, Targeting & Campaign Planning
  • Module Four: Social Ad Creative, Copywriting & Campaign Testing

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