A new initiative from Facebook, launched in November 2015, lets businesses see how many Facebook users are in the vicinity of retail stores, and even lets those businesses know who was exposed to its ads within the past month.
A new section within Facebook's page insights tool allows marketers to get a better look at the foot traffic around individual business locations. The local insights tab is available for free to any business with a Facebook page that uses the page's location features. Brands that advertise on Facebook will be able to see what share of the people passing by a store's location were exposed to one of the brand's ads within the past 28 days.
Updated once a day, the aggregated, anonymized information provides trend information over the past week, month or quarter so that businesses can see when particular groups of people are more or less likely to be nearby, as well as what times of the day or days of the week are the busiest in the neighborhood. That information will include breakdowns by age and gender, which can be cross-referenced to see when men or women of a certain age are typically in the vicinity. Facebook will break down ages into several groups: 18 to 24, 25 to 34, 35 to 44, 45 to 54, 55 to 64 and people over 65 years old.
Facebook will also report whether people are from out of town or live within 200 kilometers of a store's location, but brands won't be able to filter that information by age group or gender. Facebook determines whether someone lives within that radius by using signals like the city someone lists on their Facebook account as where they live and, if someone lets Facebook track their location, where that person typically uses Facebook.
If you are looking for a partner that can help you take advantage of new social media tools, turn to Look Book.