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SM Supermalls launches online-to-offline analytics program Groundbreaking collaboration to track and measure online-to-offline consumer behavior

A couple of men shaking hands AI-generated content may be incorrect.

SM Supermalls President Steven T. Tan (right) and Meta Country Director Jerry Bongco (left) sealed the deal for an online-to-offline analytics program.

SM Supermalls enters a new era that blends retail with technology. Thanks to a pioneering collaboration with Meta’s team in the Philippines, SM can now measure how online ads directly translate to foot traffic – while keeping shopper privacy fully protected.

Meta’s Conversion API was intricately integrated into SM Supermalls’ analytics to provide highly accurate insights into shopping behavior. The system uses aggregated and anonymized WiFi signals from mobile devices within SM Malls, matched with online campaign exposure – ensuring that no individual shopper can be identified. 

“This analytics program is the first of its kind globally, where both SM and Meta integrate their analytics in a way that balances innovation with privacy,” said Steven T. Tan, President of SM Supermalls. “SM Supermalls is committed to giving our tenants data-driven solutions that help attract more visitors and drive sales.”

 For tenants and partner brands, this breakthrough means improved measurement, smarter targeting, and better campaign optimization.

“This is an example of how digital innovation can unlock real business value,” said Jerry Bongco, Country Director of Meta Philippines. “With SM Supermalls’ reputation as a strong collaborator and their track record of pushing the boundaries of retail in the Philippines, together, we can shape the future of commerce.”

A group of people posing for a photo AI-generated content may be incorrect.

In the future, this analytics program will be integrated into SM’s vast retail assets. Seated, from left: SM Supermalls President Steven T. Tan and Meta Country Director Jerry Bongco. Standing, from left: Meta Client Partner, Vertical Lead Gino Pineda, SM Supermalls Executive Vice President for Marketing Joaquin L. San Agustin, SM Supermalls Digital Channel Management and Analytics Unit Head Jose Moises A. Bagadiong, and Meta Client Solutions Manager Issang Cabellos.

While foot traffic measurement is only the starting point, this partnership opens the door to a much broader range of insights, creating meaningful innovations that drive measurable growth and transform the shopping experience for everyone.

“This is only the beginning,” added Tan. “Through this initiative, we are not only helping our tenants grow, but we are also pioneering a new era in retail marketing for the Philippines and other markets worldwide.”

To know more about this partnership, visit www.smsupermalls.com or follow @SMSupermalls on social media.

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