SM Supermalls partners with Meta Philippines for O2O analytics program

SM Supermalls has launched an innovative online-to-offline (O2O) analytics program in collaboration with Meta Philippines to measure the impact of digital ads on mall foot traffic.

This program anonymously links exposure to Meta ads with in-mall Wi-Fi signals to understand campaign effectiveness without identifying individual shoppers.

By integrating Meta's Conversion API into SM's analytics, the system provides aggregated insights to help tenants achieve clearer attribution, smarter targeting, and improved optimization.

SM President Steven T. Tan highlighted the program as a pioneering global initiative that balances innovation with privacy, aiming to provide tenants with data-driven solutions for increased visitor numbers and sales.

Meta Philippines Country Director Jerry Bongco lauded the partnership as a prime example of digital innovation driving tangible business value and shaping the future of commerce.