Facebook's testing a new Custom Audiences option which would enable businesses to target ads at people who’ve visited their store, with a new ‘Store Visits’ option appearing for some advertisers.

As you can see from the above, the option would enable advertisers to ‘create a list of people who’ve previously visited your business location’.

How, exactly, Facebook would compile this list would likely come down to matching store visitors with Location Services switched on against in store Wi-Fi signals, enabling them to estimate location.

Using this, advertisers could then target their ads to groups of users who’ve displayed a clear interest in their products – by visiting their store – while they could also be used to find users with similar characteristics to expand reach.

The option may come in particularly handy for restaurants or cafes, reaching out to previous visitors with special offers, while it could also, theoretically, enable targeting to repeat visitors, helping to find loyal customers, or give a nudge to those who’ve visited a few times but not made a purchase.

While there’s no word from Facebook as yet as to how widespread the new option is being made available, even as a test, it underlines The Social Network’s ongoing efforts to improve their ad reporting and provide more transparent, accurate details on Facebook ad response.

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