Facebook boosts UK brands' ability to measure in-store sales generated from ad campaigns run on the social network
Facebook has expanded its partnership with Datalogix, an analytics firm which analysis offline sales impacts from ads on the social media site, to the UK market.
The partnership, which originally launched in the US in 2012, is aimed at helping brands measure the in-store sales generated from their ad campaigns on Facebook.
Through a Datalogix-Facebook analysis, brands can understand key campaign metrics, including total sales lift and return on advertising spend.
Datalogix only sends the marketer aggregate sales lift information about large groups of people. None of this data is attributable to an individual Facebook user.
Brands including Unilever have welcomed the news. The FMCG giant's media director of marketing services Sarah Mansfield said the news is an "important" announcement for Unilever and other UK-based brands.
“For companies that care about driving multi-channel sales, it’s critical to have a way to measure the sales lift received from Facebook advertising, and our collaboration with Datalogix has proved valuable for us in the US. We look forward to using this measurement solution for our UK brand advertising efforts,” she said.
The partnership will provide UK brands with insight into how to drive the effectiveness of future campaigns and how to make the ads themselves more relevant for consumers.