On April 1, 2021, Facebook deprecated the Store Visits Optimization within the Store Traffic campaign objective. Additionally, store visits were no longer being shown in ads reporting starting on May 1, 2021. You are still able to run Store Traffic objective campaigns and optimize for reach or store sales (offline conversions). Should you continue to run Store Traffic campaigns, we recommend that you identify new metrics of success if you previously used store visits or cost per store visit as your metrics of success. For example, consider looking at in-store sales, reach, or click-through rate as new metrics of success for your future Store Traffic campaigns.
Please review the timeline of events below:
Effective April 1, 2021: Any Store Traffic campaigns using the Store Visits Optimization stopped running and now display as paused. Facebook Store Visits lift studies and Custom Audiences for store visits have stopped running and are no longer be available. Facebook will no longer attribute reported store visits to campaigns and has stopped counting store visits entirely, regardless of the optimization used.
Effective May 1, 2021: In Facebook Ads Manager, advertisers eligible for Store Visits Optimization and reporting were no longer able to view or download estimated store visits attributed to any campaigns which occurred prior to April 1, 2021.
Effective Mid-May 2021: In Smartly.io, advertisers eligible for Store Visits Optimization and reporting were able to view or download store visit data up until mid-May. We still recommended that users download and export their store visit data prior to May 1, 2021 so that they would not lose the data.