Michael Kors Facebook Study Connects Ads with In-Store Visits Maghan McDowell Connecting advertising dollars to physical purchases is a notoriously murky endeavor, but Facebook thinks it might have cracked the code. The social network worked with Michael Kors on a case study that ties physical transactions back to Facebook ads. It is the first research derived from Facebook's offline conversions ad tools . During a four-day campaign in September, the fashion brand saw a 33 percent increase in return on ad spend, a 31 percent increase in transactions and a 25 percent rise in revenue attributed to the ads. The Michael Kors brand used a combination of Facebook ad formats to drive traffic to its physical stores, and then used Facebook's "offline conversions" to measure the impact of the ads in each store. Offline conversions lets businesses match transaction data to Facebook's ads reporting software to see demographic insights on those who make a purchase. It works by matching point-of-sale data to Facebook ad campaign data using information such as a phone number or email address. The tech giant is then able to estimate the number of in-store sales driven by the Facebook ad campaign allowing the retailer to tailor and target future ad campaigns accordingly. Michael Kors used the information to build campaigns for different
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