US 2014/0156387 A1Published application

Generating Advertising Metrics Using Location Information

AssigneeFacebook, Inc.

InventorsSean Michael Bruich, Frederick Ross Leach

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Abstract

A social networking system generates advertising metrics based on location information. Advertisers provide the social networking system with location information identifying geographic locations of physical sites and/or offline advertisements. Location information received by the social networking system for its users is compared to the location information provided by the advertiser to identify users visiting a physical site or exposed to an offline advertisement. Hence, user visitations to physical sites may be identified and analyzed in order to generate conversion metrics. User exposures to offline advertisements may also be identified and analyzed in order to generate exposure metrics.

Claims20

Dependent claims

A computer-implemented method comprising:

selecting, from a plurality of users of a social networking system, a holdout group of users associated with an advertisement of an advertiser, wherein users from the plurality not in the holdout group are presented with the advertisement and users from the plurality in the holdout group are not presented with the advertisement;
receiving location information of one or more physical sites associated with the advertiser;
obtaining location information of one or more users from the plurality of users for a time interval after presentation of the advertisement;
identifying users that visited at least one of the physical sites based on the location information of the physical sites and the location information of the one or more users;
identifying users in the holdout group that visited at least one of the physical sites from the identified users that visited at least one of the physical sites;
identifying users not in the holdout group that visited at least one of the physical sites from the identified users that visited at least one of the physical sites;
and
generating a conversion metric based at least in part on information associated with users in the holdout group that visited at least one of the physical sites and information associated with users not in the holdout group that visited at least one of the physical sites.

5 more elements

A computer-implemented method comprising:

receiving information regarding presentation of an advertisement to a subset of a plurality of users of a social networking system;
determining a geographic location for a physical site associated with the advertisement;
identifying one or more user visitations to the physical site after presentation of the advertisement based at least in part on a determination that one or more of the plurality of users have been in proximity to the physical site, wherein determination that one or more of the plurality of users have been in proximity to the physical site is based at least in part on the determined geographic location for the physical site;
and
generating a metric describing user conversion after presentation of the advertisement based at least in part on the identified one or more user visitations to the physical site and the received information regarding presentation of the advertisement to the subset of the plurality of users of the social networking system.

2 more elements

A computer-implemented method comprising:

obtaining location information for one or more offline advertisements associated with an advertiser, the location information specifying one or more geographic locations for the one or more offline advertisements;
obtaining location information for one or more users of a social networking system, the location information specifying one or more geographic locations for the one or more users of the social networking system;
identifying users exposed to at least one of the one or more offline advertisements based at least in part on the location information for the one or more offline advertisements and the location information for the one or more users of the social networking system;
and
generating one or more exposure metrics describing at least one characteristic of users identified as having been exposed to at least one of the offline advertisements.

2 more elements

Dependencies are inferred from the claim text.