AdParlor has announced it is the first Facebook marketing partner (FMP) to actively run campaigns for offline conversion tracking in Asia.
Online-to-offline attribution combines CRM data with Facebook’s analytics to track the influence of digital ads on offline purchase behaviour. As a FMP, AdParlor advises brands on implementation and streamlines the process of data transfer, processing, upload and analysis.
Customers making a purchase at a retail point of sale can be attributed to prior engagement with marketing efforts, through metrics such as online spend per offline purchase and offline purchase revenue.
“Asia Pacific has over 400 million daily social media users on Facebook, and ecommerce is growing rapidly, but brands are also coming to us to solve their challenges with connecting online engagement to offline purchases. To address their needs, we worked closely with Facebook to be recognized as one of two FMPs in the region offering offline conversions tracking,” said Matt Sutton, chief executive of Asia Pacific at AdParlor.
“Clients using this capability now have end-to-end visibility of their customer behaviour. They can see when and where to reach their customers, and make the connection between products seen online and how they influence purchase in store.”
“We’re excited to bring businesses in this region heightened capabilities to track, understand, and improve the performance of their digital advertising efforts in driving offline purchases. This comes at a critical juncture for businesses in Asia Pacific, as the region is expected to see double digit percentage growth in digital ad spending across markets in the region1 . AdParlor helps businesses to fully leverage the power of data to grow their sales potential in a fast-growing market,” added Sutton.
Earlier this year, in the United States, Animoto was also named a Facebook marketing partner to foster video production for US small businesses.