Facebook launched its location service ‘Places’ in August last year and
its check-in rewards system ‘Deals’ in November last year, but there
was no access to detailed performance of these features until now. Just
last week, Facebook announced Insights for Websites, allowing websites
and social plugins such as the ‘Like button’ and the ‘Comments Box’ to
view performance data on how Facebook is influencing traffic.
A Daily Places Activity section when viewing Insights includes the
number of times users have checked in to their Place or claimed a Deal
they’re offering when viewing Insights. The data will help deduce foot
traffic trends and help refine Deals for better performance. Facebook
has only been collecting Insights data on check-ins and claimed Deals
since 8th March, so there is no historical data available, but
estimated data on total foot traffic to locations can determine on
which days users are most likely to post their visit or redeem a
reward. They can also watch to see how news feed posts drive check-ins,
or how different reward values impact Deal claim frequency.
Despite the inherent power of Deals, which both inspires primary foot
traffic and leads to exposure of a local business to a visitors
network, adoption of the location rewards service still seems to be
low. The new Daily Places Activity could help prove the worth of the
programme, leading more businesses to incentivize check-ins.