Facebook Custom Audiences
As part of Facebook’s newly bolstered “Custom Audiences” feature for targeting ads to users, a new option is being included that helps retailers and brands target ads to users who have visited a retailer’s physical store in the last 30 days, essentially giving them stronger retargeting opportunities. Facebook garners the information by tracking mobile app users who have opted in to be tracked by Facebook. The social platform says it only tracks those who have entered a store. Custom Audiences originally began as a way for a brand to roll in its own targeted contact list for ads, but now Facebook has expanded with this store visit feature as well as a way to track lookalike audiences.