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How Retailers Using Facebook’s Custom Audiences Can Track Offline Sales

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Facebook Chief Operating Officer Sheryl Sandberg has often stressed the social network’s goal to measure the effectiveness of ads throughout the conversion process, and not just focus on clicks, and the company took another step forward on that front with Friday’s announcement that users of its custom audiences feature for ad targeting can now measure offline sales driven by their campaigns.

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Why Facebook Advertisers Don’t Have To Care About Likes Anymore

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When marketers first flocked to Facebook, they were desperate for any metric that showed successful interactions with audiences on the social platform. That began an arms race of status updates and photos to bring in as many likes — that ubiquitous thumbs-up of approval — as possible. It’s now abundantly clear that Facebook is here to stay as an advertising channel, and the social network has responded to its increased stature in the advertising world with new products and developments that help marketers demonstrate return on their investment.

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