The Store Visits objective lets you create dynamic local ads for multiple shop locations so you can drive store visits and in-store sales. This objective also lets you target people within a set distance of one or many of your shop locations with ads designed to help people navigate to or contact the location closest to them. Driving people into a shop, restaurant, dealership or other place of business is an important marketing objective for any business with physical locations.

For example, say you want to target ads for each of your many shop locations to different groups of people who are living or visiting near any one of your shops. The Store Visits objective lets you automatically localise ad content for each shop location. You can choose from a variety of ad templates that are designed to drive store visits using single image, video or carousel formats. Store visits templates also include a shop locator, unique call-to-action buttons for each shop location, such as Get Directions or Call Now, and flexible location targeting so you can specify a custom targeting distance around each of your shops. Flexible location targeting can be set manually or automatically based on population density.

If you're eligible for the Store Visits objective, you may also be eligible for:

• Store Visits optimisation: A new optimisation that works by delivering ads to people who are predicted to be most likely to visit a shop.
• Store visits reporting: See the number of store visits reported across a group of your shops or at individual shop level after people see your ads.

If you're advertising a business with a single location and want to drive people to your shop, use the Reach objective.

If you're optimising your ads for store visits, you may also want to use offline conversions to help you track when purchases are made in your shops and through other offline channels. Offline conversions are calculated separately from store visits.

Learn more about creating ads using the Store Visits objective.

The Facebook Store Visits objective is only available to multi-location businesses with Locations enabled.

Learn more about setting up Locations from your Page or setting up Locations from Business Manager.

Advertisers with a single business location should use the Reach objective in ad creation.

The Reach objective suggests targeting a radius around your business based on population density.

People living in or visiting that area will be eligible to see your ad.

Ads will appear alongside other stories and posts that people see on Facebook on their computers, tablets and phones.

Ads include call-to-action buttons:

• Like Page: Drive people to your Facebook Page.
• Get Directions: People who see your ad and choose the button will receive directions to get to your business.
• Call Now: People who see your ad and choose the button will be able to call your business directly.
• Send Message: People who see the ad will be able to start a conversation by sending you a message.
• Learn more: People who see the ad and choose the button will be taken to your website.
• Save: Let people save your business location so they can visit later.

You might also:

• Take a look at Why don't I have store visits reporting and optimisation?

• Investigate Offline conversions, a useful Facebook measurement solution. It helps you track when purchases are made in your shops and via other offline channels.

  Please note that offline conversions are calculated separately to store visits. Offline conversions does not measure store visitors but instead measures all purchases or other offline events attributed to Facebook ads. Offline conversions are not based on estimates.

There are many advantages to publishing a Facebook Page for each of your business locations. Here are some of them:

• Customers can find your location Pages using search engines.
• A map with locations will appear on your brand Page, helping customers find locations near them. Locations will also be listed below the Locations tab.
• Customers can leave reviews on each location Page.
• You can offer localised content and adverts and gain localised data insights.
• Admin role management will be easy, as an admin of the brand Page automatically becomes an admin of all of the location Pages. Learn about Page roles
• You can choose to feed your brand Page posts into each location Page, so you don't need someone to manage and post for each business location. Learn more
• You may be eligible for store visits reporting. Learn more

Managing location Pages doesn't have to be hard work. Learn how to toggle your settings here

How to add and edit business locations from your Facebook Page

How to add and edit business locations in Business Manager

How to upload business locations using a spreadsheet in Business Manager

If your business operates multiple shops, dealerships or restaurants, uploading details of these business locations via your Facebook Page will help customers find you.

It will also allow you to run some types of ads tailored to each business location. For example, you can create ads which dynamically show customers offers available at shops nearby. The data you gather from these localised ads will help you learn about customers in each area.

To add and edit business locations from your Facebook Page:

1. Go to your business Facebook Page.

2. Choose Settings in the top-right.

3. Choose Locations in the bottom left. If you can't see this option, you may need to set up locations.

4. If you are uploading locations for the first time and your Page has an address, you will be shown a 'warning' message. You will be asked to remove the address from your main Page. This is because when you have multiple business locations, your main Facebook Page should be a 'parent' for your brand, with 'child' Facebook Pages for each address.

   If you have ratings and reviews, you will also be asked to either hide them or move them to a new Page.

5. Add a location lets you add shops one at a time. From the drop-down menu, either Choose an existing Page if you have location Pages set up for your business locations, or Create a new Page to build them from scratch.

You have now added business locations from your Facebook Page.

Learn more

How to add and edit business locations in Business Manager

How to upload business locations using a spreadsheet in Business Manager

Should I publish a Facebook Page for each business location?

How to manage your Facebook location Pages

Locations

If your business or brand operates from multiple shops, dealerships, salons or restaurants, uploading details of these locations to Business Manager will help customers find you.

It will also allow you to run ads tailored to each location. For example, you can create ads that dynamically show customers offers available at shops nearby. The data you gather from these localised ads will help you learn about customers in each location.

To upload your locations:

1. Go to Business locations to create and manage your locations. To see this option, you must be an admin or an editor; you may need to ask your team to upgrade your Page role status.
   If you are logged in to your Business Manager, you can navigate to Business locations in the drop-down menu under Assets.

2. Click on the green Get Started button to begin the guided process.
   You will be prompted to create a main Page to help organise all the locations for your business. The main Page is the "parent" Facebook Page that represents your brand, which all your "child" location Pages will link from.
   All your location Pages will be managed through this main Page.

3. Once the main Page is set up, you can start creating a Page for each business location.
   In doing so, your customers can find information such as opening hours, contact details, reviews and directions for the shop that's nearest to them. Learn how location Pages are named.
   There are three ways to add locations:
   • Manually adding each address (Recommended for one to ten locations).
   • Upload using our CSV template (Recommended for ten or more locations). This lets you upload in bulk using a spreadsheet. This can be quicker; particularly if you can export your locations into a spreadsheet from Shopify, Magento or another tool. Learn how.
   • You can migrate a Page into your new location structure; If you already have Facebook Pages set up for your business locations, choose "Migrate an existing Page" to turn that specific Page into a location Page.
4. When complete, you can click on the Download Locations button to get an Excel spreadsheet of your locations to share with your team. To add or edit locations, go to Business locations, click the green Add locations icon and follow the same steps as above.

Add and edit business locations from your Facebook Page

Should I publish a Facebook Page for each business location?

How to manage your Facebook location Pages

Store Visits

Locations

You can add and edit business locations in Business Manager on Facebook using a spreadsheet. You can upload an Excel, UTF-16 or CSV file.

1. Download our spreadsheet template here.
2. In the template, the Tips for filling this in tab gives helpful instructions.

   E.g. how to format particular fields, explanation of our sub-categories.

3. If you have already created Facebook Pages representing your business locations, fill in the Existing locations template tab.

   If any of these shops have now shut, put a Y in the Closed column.

4. If you haven't created Facebook Pages, you can fill in the New locations template tab.

   Tip: Some advertisers choose to export their business location data from Shopify, Magento or other tools, then reformat the information to fit this template.

5. Move the tab you've chosen to fill to the "tab 1" position in your spreadsheet. Our tool only reads the first tab.
6. To upload the spreadsheet, in Business Manager, open Business Locations (learn how). Click the Add Locations button in the top-right.

7. To upload the spreadsheet via your Facebook Page, use the Import Multiple Locations button. Learn how

8. Choose Upload Locations.
9. Click Choose File to upload your spreadsheet.
10. If your upload is successful, you'll see a confirmation message. Click Save Changes to confirm.

    If your spreadsheet contains any errors, you'll see a message letting you know how many locations have an error. You'll have the option to upload all the locations without errors or download your spreadsheet with instructions on what the errors are and how to fix them. You can then re-upload your spreadsheet.

Facebook is becoming a place for local discovery; in fact, people on Facebook are likely to already be discussing your business on user-generated Facebook Pages. Setting up location Pages for your shop gives you more control over your brand and helps customers find and interact with your business 24/7. You'll also be able to run some of our localised ad formats, such as location extensions and the Store Visits objective. Here's how to set up location Pages

Once these location Pages are set up, managing them doesn't have to be hard work:

• You'll get brand Page notifications when people leave messages, ratings, reviews, likes, check-ins and posts on your location Pages. To see them, go to Notifications at the top of the brand Page, then Locations on the left. If your local teams don't have the bandwidth to manage their location Pages, this helps you track what needs to be done in one place.
• You can toggle your settings to manage how people interact with each location Page; for example, only allowing messages, posts and reviews on your brand Page.

Your posts

By default, posts from your brand Page will feed into new location Pages.

This doesn't stop you posting location Page-specific content as and when you want to. For example, you might want to post about shop-specific promotions and events.

You can customise these settings. Learn more

Visitor posts and messages

By default, when you create a new location Page, visitors won't be allowed to post on its Timeline or send a message to it.

If you would like to allow visitors to do this, go to the location Page and click Settings at the top. Click Edit for options.

By default, people can post ratings and reviews on new location Pages.

Reviews help customers learn more about your business and may make your Page easier to find in Facebook search. Anyone logged into Facebook can publish a review on your Page, see your Page's star rating and see reviews shared publicly.

Learn how to disable ratings and reviews

Profile pictures

We will automatically use the same profile picture and cover photo for all your new location Pages.

These can be updated if you wish. To change the pictures, go to each location Page and click on the photos.

Location Page names

Location Page names need to follow our naming conventions, but you can edit their location descriptors.

How can I update the location description of my location Pages?

Admin roles

Admins of the brand Page automatically become admins of your location Pages. Learn more

Likes and check-ins

People can "like" each location Page. The number of likes will be counted from zero on new location Pages.

People can also check in on each location Page. The number of "check-ins" is counted on the right on each location Page. We add up the total number of check-ins on your brand Page, also on the right.

Claiming unmanaged Pages

If user-generated/unmanaged Pages exist, you might be able to claim them. Learn more

How can I proactively moderate content published by visitors on my Page?

How do I advertise for a post on my main location Page?

Can I have a location structure within a global Page structure?

Can I change my location's Page name?

Should I publish a Facebook Page for each business location?

How to add and edit business locations in Business Manager

How to upload business locations using a spreadsheet

How to add and edit business locations from your Facebook Page

If you're an advertiser with multiple business locations, you can use the Facebook Store Visits objective to build dynamic ad campaigns that reach people around each shop location.

Choosing location targeting options in store visits

Create a Custom Audience who will see your ad within a designated area by defining the radius around your business location. Otherwise, you can opt to use standard geographical targeting options such as city, region or country.

To reach people around your business:

1. First, you will need to upload your business locations. Learn how you can add your business locations.
2. After you've successfully added your business locations, go to Ads Manager andchoose the Store Visits objective.
3. Under the Business locations section, choose Create a location set. A location set is a collection of shops that you've chosen to target as a group.
4. Select the country of your business location and then add specific shop locations within the country you've selected.
5. Choose the radius around each of your business locations that you want to reach people in. You can either select Automatic radius to allow us to automatically set a radius around your shop locations, or choose Fixed radius to reach people within a fixed distance to one of your locations.
6. Give your location set a unique name.
7. Once you've finished, click Save.

Tip: Make sure that you remember to set your business location opening hours as we won't show shops in ads that are permanently closed. Also ensure that the areas you selected have businesses located inside them.

Edit your business locations

Select Edit business locations to modify the location list or radius/target area settings. Your location set for your campaign will automatically default to your business locations in your chosen country.

1. You can only run a Store Visits campaign in one country per ad set. Make sure that you have the right country selected before selecting your business locations.
2. Browse all locations within a selected country by clicking on the country name, then filter down on the state, regions and cities.
3. You can remove single locations using the cross icon on the right.
4. To re-add your removed locations, use the Add all locations link.
5. The locations summary and map on the right will reflect the edits that you make.
6. Each business location will have a standard targeting radius set to 50 miles or 50 km (whatever distance unit is preferred by the user). You can remove any locations you don't want included in your campaign. You might also change the radius around your shops to target more/fewer people, or if you know how far your customers are willing to travel. We will remember this selection for the next time you create an ad.

Adding business locations in bulk

1. Select the Adding locations in bulk to begin. Before using this option, ensure that you have selected the country and set your radius options. The country selection will be locked to what you had previously selected.
2. Use the toggle to remove locations that we can't measure yet for store visits.
3. You can add multiple store locations by their store number, postcode or designated market areas (DMAs). Note that DMAs is only available when selecting United States.
4. Ensure that you enter only one store number or one postcode per line. Include any spaces in your postcodes. If you receive an error, or the number of selected locations doesn't match up, some of the common reasons why this would happen is if:
   • Store numbers are not valid
   • Locations are not published and open
5. Save your Location set once you've finished.

Target people using radius options for business locations

You can set the area around each of your business locations depending on who you want to target. There are two radius options to choose from:

• By distance from location (Note that using a small radius size may decrease your potential audience size).
• By audience size

When Radius by audience size is selected, a dynamic radius location is selected to ensure that we reach an even amount of people, no matter the population density. We've preset this to 100,000 people.

You can also set a maximum distance for your radius. But note that you might not reach your potential audience in all locations if the distance is too low.

Note: Optimisation will automatically be set to Daily unique reach, unless the new store visits reporting and optimisation has been set up for your account. More info on Store Visits reporting and optimisation. Select automatic placement to place your ad on Instagram too. Learn more about automatic placements.

Putting together the ad

At the ad level, you can use one creative template for all your locations. The template allows your ad to show different content depending on the shop location that is closest to the person seeing it.

1. Choose between a carousel with multiple images or videos, a single image, video or slideshow. If you're publishing your ad on Instagram as well, use a single image only.
2. Below Ad voice, choose whether the ad will come from your main or local Page.
3. Use dynamic text tokens to pull in relevant text for each location by clicking .
4. If you chose a carousel, you can tick the Add map card with your page location box. This adds a shop locator map that will be shown within your ad. The shop locator map will automatically show people using the Facebook app on their mobile the closest shop to them in your campaign.
5. Add dynamic call-to-action buttons such as Get Directions and Call Now. The buttons will use the information given on your individual locations Pages.
6. Click Place Order in ad creation.

Measuring Store Visits objective

Our methodology for calculating store visits is based on a range of measurement signals.

To view how each of your locations is performing, go to Ads Manager, where you'll see reach, impressions, CPM and spend broken down by business location.

If the new Store Visits reporting and optimisation has been set up for your account, in Ads Manager you'll be able to see views, store visits, cost per store visit and audience demographics for store visitors if there are over 100 visits.

You can also explore People nearby who saw your ads in the Local section of your Page Insights below Ad performance.

Learn more about eligibility for store visits reporting and optimisation.

Store visits overview

The Facebook Store Visits objective makes it easy to promote multiple shop locations to targeted people nearby, with radius-based geo-targeting and unique ad format features, including a native shop locator.

If you have uploaded business locations (learn more), you should be able to choose the Store Visits objective for your campaign.

A limited number of advertisers have access to store visits reporting and optimisation for their campaigns.

• Store visits reporting: Data on the estimated number of visits to your business locations by people who have seen or clicked on your shop's ads.
• Store visits optimisation: Lets you reach people who we predict are more likely to visit your shops.

Instead, your campaign will optimise for daily unique reach by default. In reporting, you will be able to see multi-location ad results broken down by business locations. This data will help you understand the cost of reaching people around each shop.

If you are interested in store visits reporting and optimisation, please contact your account representative.

Store Visits

How are store visits calculated?

Store visits reporting: Troubleshooting guide

Why can't I see the Store Visits objective?

Get started with tracking offline conversions

Facebook store visits reporting shows you visits that happen within 1 day, 7 days and 28 days after a person clicks an ad, and 1 day, 7 days and 28 days after your ad has been viewed.

We estimate how many people have visited your shops in real time using a range of measurement signals, which might include:

1. Information from people with location services enabled on their mobile devices. Depending on each person's settings, location updates can occur even when the Facebook app is closed. We can use these customers' Wi-Fi and Bluetooth signatures to pinpoint their locations even more accurately.
2. Satellite imagery and mapping data from third parties which outlines your building location boundaries.
3. Filtering out people who we think are employees or who appear to be on the move.

1. Extrapolate this information in your store visits reporting to give an estimate of the total number of store visitors overall.
2. Use verification polls on the Facebook app to validate the accuracy of both our measurement and our extrapolation.

Understanding your store visits reporting gives step-by-step instructions on how to access and interpret your campaign results.

Bear in mind that:

• Store visits estimates are more precise at a larger scale.
• Store visits reporting is always aggregated and we don't show demographic breakdowns for fewer than 100 total visits.

• Offline conversions is a useful Facebook measurement solution. It helps you track when purchases are made in your shops and via other offline channels.

  Please note that offline conversions are calculated separately to store visits. You won't be measuring individual store visitors and their purchases, but aggregated estimates.

Store visits are reported in real time, based on a range of data, including information from people with location services enabled on their mobile devices.

Your store visits data will help you work out how to target people around each shop with unique ads. These insights can help you create more effective, localised ads.

To view your store visits metrics:

1. Go to Ads Manager.
2. Click Columns, then Customise columns...
3. Tick the Store visits and Cost per store visit boxes. Click Apply.

You can learn how many people in your stores viewed or clicked on your ads prior to visiting, and the cost per store visit resulting from the exposure to your ad. Facebook store visits reporting shows you visits that happen within 1 day, 7 days and 28 days after a person clicks an ad, and 1 day, 7 days and 28 days after your ad has been viewed.

Note: Before 28 June 2018, this metric was calculated using a different attribution window – one that showed visits from people who had paid attention to your ads in the last seven days or clicked on your ads in the last 28 days. Any campaigns created before this date will show results using this attribution window for a period of up to 30 days. Learn how store visits are calculated.

4. Click Breakdown if you want to learn about in-store customer demographics.

Bear in mind that:

• Store visits estimates are more precise at larger scale. For example, results of more than 100 visits per shop or ad are likely to be more accurate than when there are fewer than 100 visits per shop or ad. This is because we use extrapolation in our estimates.
• Because we estimate results separately at the campaign, ad set and ad levels, your store visits results may not add up perfectly in Ads Manager. Results should be considered primarily at the ad set level.

• Offline conversions is a useful Facebook measurement solution. It helps you track when purchases are made in your shops and via other offline channels.

  Please note that offline conversions are calculated separately to store visits. Offline conversions does not measure store visitors but instead measures all purchases or other offline events attributed to Facebook ads. Offline conversions are not based on estimates.

Learn more

No, you can't change the name of a location Page. However, if you change the name of the main Page, the new name will cascade down and be applied to all location Pages as well.

Why don't my campaign results add up in Ads Manager?

Because we estimate results separately at the campaign, ad set and ad levels, your store visits results may not add up perfectly in Ads Manager.

To avoid confusion, we recommend that results should be considered primarily at the ad set level.

Why are some of my business locations doing better than others?

Our system optimises ad delivery to find the best value, rather than sharing your budget evenly between business locations. You might find that we've focused your budget on a few shops, giving a good cost per store visit.

With testing, you can learn which ads work for which shop and create localised content. Various other factors could affect cost per store visit, for example, what each shop is like, how easy it is to get to and local demographics.

How do I learn more about who my in-store customers are?

A range of demographic information can be viewed in Ads Manager. Learn how

I have Facebook location Pages, so why aren't I eligible for store visits reporting?

To be eligible for Store Visits objective reporting, you need to publish Facebook Pages for your business locations and claim them in Business Manager.

If you've done this, and your business is white-listed, please contact your account manager. It could be that your Account ID is not white-listed.

How do I know if my campaign drove in-store purchases?

Have you tried offline conversions? This measurement solution allows you to track when transactions occur in your physical shop and other offline channels (e.g. orders made over the phone) after people see or engage with your Facebook ad.

Please note that offline conversions are calculated separately to store visits. Offline conversions does not measure store visitors but instead measures all purchases or other offline events attributed to Facebook ads. Offline conversions are not based on estimates.

Store Visits

Why can't I see the store visits objective?

Why don't I have store visits reporting and optimisation?