Close The Measurement Loop by Onboarding Sales Transaction Data
It's almost impossible to advertise efficiently and effectively if you can't account for actions that take place offline. Fortunately, that has started to change over the past few years.
LiveRamp announced a new integration with Facebook, for example, that will allow its clients to connect their Facebook advertising campaigns with offline sales transactions. By on-boarding offline first and third-party data for targeting through Facebook Custom Audiences, LiveRamp can now essentially enable its clients to bring in their sales transaction data and perform "closed-loop" measurement analysis. That means they can figure out if their ad spend on Facebook is driving meaningful results in the brick-and-mortar realm.
“By connecting campaign exposure data to offline sales transactions, marketers can understand which campaign strategies are truly generating real business returns,” said Travis May, president and general manager of LiveRamp. “This insight is key to optimizing campaign performance and justifying higher digital marketing budgets.”
After LiveRamp on-boards data through Facebook's Offline Conversions API, Facebook will then make available a campaign measurement report that illustrates the relationship between advertising exposures and offline purchases.