Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wolfganger Sarah spoke about tracking in-store sales online with Facebook.

3. What are Offline events?
 Transactions/ sales that
happen offline
 Can now be tracked onlin
 Match offline transaction
data to ads reporting.

4. How can this help retailers?
 Measure the full success of
your social campaigns
 Brand awareness – does
video drive footfall into
stores?
 Location-specific data –
allocate budget accordingly

5. Facebook Video campaign
(March 2017)
Campaign Objective: Drive sales
of TVs
“Spend €100 and win 110%
back”
DID Electrical 110% Back Campaign

6. Problem:
Facebook users generally won’t
buy TVs directly on their phones.
They prefer to go in-store.
Solution:
Track the Facebook user from ad
view to in-store purchase
DID Electrical 110% Back Campaign

7. How it works:  DID E-receipts
 Upload this email database after
campaign ends
 Initial 51% match rate against
Facebook users.
 Use Offline events reporting to
report on offline (in-store sales)
from March Video Campaign
 See which audience & creative
worked best to drive in-store sales.

8. Results of Campaign
 14 direct online sales (Facebook pixel)
56 Offline (In-store) sales:
For every 1 online sale we are
seeing 4 offline sales that were
previously invisible

12. Google Shopping – Eating The
SERP

13. Eating The SERP

15. Placeholder

16. Tactics

17. Placeholder

18. Feed Rules

19. The Future

20. OK Google

21. Local Inventory Feed

22. “…one thing that we are all clear
about is the days of three top text ads
followed by ten organic results is a
thing of the past in the voice first
world”
Sridhar Ramaswamy, Senior Vice
President of Advertising and
Commerce