Activate Footfall Measurement in Meta
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Written by Anaelle Bensaid
Updated over a week ago

General Information

RTFM General (Basics, Pricing, FAQ)

RTFM Facebook (Help Center)

Step-by-step process for Facebook

Before a campaign

1. Client Responsibilities

  • Provide the below necessary details:

    • Campaign start and end dates (minimum 7 days)

    • Attribution window - 7 days post-click/1 day post-view (mandatory)

    • Expected volume in ad impressions

      • A minimum of 2 million impressions is recommended for significant results

    • List of POIs (with lat/long)

      • A minimum of 3 POIs are required to activate RTFM (See template for client completion)

    • Business Manager ID

    • Ad Account ID

  • Select the right objective when creating the campaign - Store Location Awareness (mandatory)

  • Ensure the COF + SA are signed

Important note: The volume of impressions can be adjusted depending on the client, the market, or whether the campaign is running at a local or national level.

2. Adsquare Internal Procedure:

  • Create a task for Operations (example provided)

    • Make sure to have:

      • Campaign dates

      • Business Manager ID

      • Ad Account ID

      • Radius

      • POIs (ID of dataset and .csv file)

      • Screenshot of client assigning the offline event after the configuration has been created

    Important note: Adsquare begins tracking only when the client has assigned the offline event, not when Adsquare has created the configuration. The POI ID is automatically shared in all countries except in the EU due to restrictions imposed by GDPR. This means that clients have possibilities to set up reports to see visits at store level in all countries except those within the EU.

3. Adsquare Client Support:

  • Share the event set ID with the client

    • Each event set ID needs to be created per country

  • If the configuration is not set up correctly, the OPS team must create a new one.

    • Caution: If the campaign has already started and the wrong event set id is linked, the client will not be able to have conversions from previous days.

4. Client Actions:

  • Accept the offline event on the Business Manager

  • Assign an ad account to the offline event

  • Once the ad is created, include the offline event in the ad

    • Adsquare can create many offline events under an ad account ID but a maximum of 10 offline events can be attached to one campaign under the same ad account ID

Visibility

Visibility per POI/network

Create a line item per POI or store set under a campaign

  1. Add the store manually to the library

  2. Create a store set if needed

  3. Once the campaign is created, go to the ad set

  4. Each ad set should be attached to a store/store set

Visibility per offline event under the same ad

  1. Adsquare creates two offline events which can be set up for different radiuses, POIs lists, etc.

  2. The client must create custom conversions to have the visibility of conversions per offline event

  3. Go to Events Manager > Custom Conversions > Create Custom Conversion > Apply the below rules:

    1. Name: Store name

    2. Data source: Select the right offline event

    3. Event: Other

    4. Standard optimisation: Not mandatory

  4. Rules: Value doesn’t equal XiXIIIXI (as it may not be certain).

Important Note: A maximum of 100 custom conversions per ad account are available and they are not retroactive; the split occurs once the custom conversion is created

Important note: One offline event with differing custom conversions is not possible at the moment as we do not send a parameter to define rules in Meta (the geo_id is not sent by Adsquare).

End of a campaign

Once a campaign has ended, every Account Executive/Account Manager should collect the following information:

  • Media budget

  • Volume of impressions (for invoicing)

  • Number of conversions

Need to know insights

  • Two or more configurations can be attached to the same offline event to avoid creating numerous offline events.

  • Adsquare cannot delete previously created offline events; clients must do this on their own.

  • If a client wishes to reactivate a configuration from a previous campaign, there is a maximum window of 30 days to do so.

    • If outside this window, OPS must create a new configuration and attach it to the previous offline event.

  • Clients can add or remove POIs while a campaign is active by sending the POI list with the new/old POIs highlighted in the file.

    • Account Executives/Account Managers must create a task for OPS on Insightly (see an example here)

  • If a client wants to reduce the radius during campaign flight, the backfill will not function due to matching process already having been completed.

  • A client request to expand the radius while the campaign or attribution window is still active can be accommodated.

  • It is not possible to measure collaborative ads.

Troubleshooting

If there are no visits seen in the offline event, take these steps:

  1. Ask for a screenshot

  2. If the Account Executive/AM is unfamiliar with the platform, schedule a call and screen share to review:

    • Start and end date of the configuration

    • Number of ad impressions delivered to date

    • POI list uploaded for the correct country

  3. Double-check the locations by verifying the latitudes/longitudes in Google Maps

  4. Check the volume of raw visits on the AMP (less than 1K will not appear on Facebook)

  5. Consult with the AMs on the team-account-managers slack channel

  6. If issues persist, create a service desk ticket

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