TikTok, Foursquare Partner to Garner In-Store Visit Data

TikTok and Foursquare are partnering on an effort to help sellers and advertisers gather more data about in-store visits across the U.S. and Canada through the integration of Foursquare Attribution, the company’s measurement product, according to a TikTok blog post on Monday (May 9).

The collaboration allows TikTok and Foursquare to quantify the effectiveness of advertising campaigns when it comes to driving people into stores. Foursquare Attribution is used by more than 1,000 brands and over 550 publishers and platforms, the blog post said.

“Sophisticated digital advertisers need methods to measure mid-funnel customer conversions,” according to the blog post. “For many of these retail and commerce-minded advertisers, the key business outcome is driving customers to their physical businesses. However, following a customer journey from digital impression to in-store visit can be challenging for even the most savvy advertiser.”

The integration will use metrics to help advertisers to understand how effective their TikTok ad campaigns have been and how to improve them, the blog post said.

“Foursquare’s location-based attribution product helps businesses maximize the real-world impact of their marketing,” said Scott Townsend, director of business development at Foursquare, in the TikTok blog post. “We’re thrilled to be working with TikTok to help advertisers reach the right customers and understand the true impact of their campaigns in driving foot traffic to their stores.”

Related: TikTok Debuts ‘Pulse’ Ad Program for Top Content

Last week, TikTok debuted a new service called Pulse, which the company said will add more advertising options for brands to get more in touch with cultural issues and events. Pulse is a “contextual advertising solution” and will let advertisers put their brands next to the top content in the For You Feed, according to the blog post. TikTok will be adding 12 categories of Pulse where brands can put ads next to culturally relevant content. The categories include beauty, fashion, cooking, gaming and more.