Connecting your online efforts to offline store visits - and subsequent sales - is one of the next big frontiers for social media marketing.
Facebook's been trying to improve on this for years, using in-store beacons, 'Conversion Lift' metrics (which cross-reference in-store POS data against Facebook ad performance) and now with more direct shopping options. But it's not an easy thing to do - it's not so simple to say why this person decided to buy this item in-store.
Was it your Facebook ad? Your recent tweet? Did they just come across it when window shopping?
But while, ideally, direct attribution would be possible, it's definitely not the only benefit of social media marketing. Even without definitive connection, there's still a range of ways you can integrate your on and offline marketing to improve your performance.
Check out the stats and tips included in this new infographic from Colourfast, which could help get you thinking about your options.
A version of this post was first published on the Digital information World blog.