Note: Facebook has deprecated the Store Visits optimization within the Store Traffic campaign objective. Additionally, store visits are no longer shown in ads reporting as of May 2021. Click here to learn more.
The Store Traffic objective is designed for multi-location businesses, for example, retail, grocery, telecommunications, restaurants and auto dealerships.
With both Reach and Store Sales available for optimization, you can measure against the number of unique people who were served your ad impressions or offline conversions, respectively—all while Facebook shows ads to people more likely to visit your location.
In order to use the Store Visits objective, you need to define your business locations as child pages under your main Facebook page. Learn more how to enable Locations.
Note: in Automated Ads campaigns, all the locations under the parent page are always used. If you want to limit the locations advertised in the campaign, you can do that with geographic targeting. See more below.
Creating a Store Traffic Campaign
1. Automated Ads with Store Traffic objective
Create an Automated Ads campaign and choose Store Visits as the Facebook Objective under the Campaign tab.
2. Store Visits optimization
If you're eligible to use Store Sales optimization, you can choose Store Sales as your optimization goal under Bidding. The other option, Reach, is available for all.
3. Creative template
You have two options in the Ad voice selection to choose how the page is displayed in the creative:
- Main page: Use the parent page (e.g. "Smartly.io") in the creative. With this selection, all likes and comments will appear on the post.
- Local pages: Use the nearest location-specific child page (e.g. "Smartly.io Helsinki") in the creative. With this selection, the likes and comments on the post are filtered by the closest page.
In addition to the feed fields available in Automated Ads campaigns, you're able to use a selection of template tags to display information (street address and opening hour) specific to the location nearest to the person seeing your ad.
Regardless of the ad voice selection, template tags will always be selected based on the local page.
Store locator card
With carousel ads, you can choose to add a card with a map of the neasrest store location by selecting Show store locator card.
In addition to linking to an URL or displaying a canvas, you have the option to forward the user to Facebook's Store Locator experience. You can do that by using the following Link URL:
- In mobile news feed, the ad directs to the following experience:
- On desktop, the click directs the user to a wego.here.com map displaying the location.
To show store-specific automated creative based on templates, we recommend using Feed-based targeting in Automated Ads in your campaign.
An easy way to get the location targeting information for your feed is to choose Download Locations on the Business Locations page in Business Manager.