Facebook, Inc.

Sohan Mazumdar

Abheek Anand

Neville S Bowers

Kelly B Winters

Ted Zagat

Ram Vaidyantathan

One variation of a method for calculating advertisement effectiveness includes: posting an advertisement for a product to a social feed within a social networking system; tracking a view of the advertisement by a user; determining a proximity of the user to a store of a merchant; in accordance with a privacy setting of the user, selecting personal data of the user from data stored in the social networking system, the personal data including an identity of the user and an interest of the user; in response to the determined proximity of the user to the store, transmitting the selected personal data to the store; and, in response to a transaction between the user and the store, assessing an effectiveness of the advertisement according to a determined correlation between the transaction and the view of the advertisement by the user.

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Menlo Park, CA, United States of America

Sohan Mazumdar