Meta has introduced 'Omnichannel' ad campaigns designed to enhance sales both in physical stores and online through a single campaign. This campaign type allows the use of all targeting options and ad formats available for sales objectives, applicable to both 'Advantage+ shopping campaigns' and 'Manual sales campaigns'.
When opting for the 'Website and in-store' optimization at the ad set level, Meta will automatically optimize ads and populate information about nearby stores. To utilize this feature, the following setup is required:
- A dataset to connect offline (purchase) and website events, ensuring strong event match quality for website events.
- A store page structure on Facebook to showcase nearby stores (optional).
- A catalog linked to the dataset that tracks offline and website events to monitor product interactions on the website or app.
