Lightspeed Commerce Inc shares rose 2.9% on Friday after the company announced a new integration that connects its retail point-of-sale platform with Meta’s advertising measurement system.
The offering, named Lightspeed with Meta Conversions API for Lightspeed Retail, lets physical retailers send in-store transaction signals into Meta’s Conversions API. Merchants can link their stores directly to Meta, automatically sync in-store product catalogs and forward point-of-sale transactions to the advertising platform.
The integration aims to close a long-standing measurement gap for brick-and-mortar businesses that have had difficulty quantifying how digital ads translate into foot traffic and in-store purchases. By transmitting actual store transaction data rather than relying solely on online indicators such as clicks or site visits, the tool provides a path to more accurate attribution and campaign tuning based on real sales at the register.
"Retailers have always known that online ads influence what happens inside their stores, but they didn’t necessarily have a clear way to measure it," said Dax Dasilva, Founder and Chief Executive Officer of Lightspeed. "With this integration, we’re finally closing that gap. We’re giving brick-and-mortar merchants access to attribution and advertising intelligence that was once reserved for large ecommerce players."
Lightspeed positioned the integration to support both offline-only retailers and omnichannel merchants. For stores that operate only in physical locations, the feature enables the use of Facebook and Instagram to promote in-stock items and to measure the in-store sales generated by those ads without requiring an ecommerce site. Omnichannel retailers can use the connection to obtain a consolidated view of performance across online and offline sales channels.
Key technical and product features highlighted by Lightspeed include:
- Automatic syncing of point-of-sale transactions from Lightspeed Retail to Meta.
- Native, server-side support for Meta Conversions API.
- Ability to create offline product catalogs for retailers that do not maintain an ecommerce presence.
The company said the integration is now available to Lightspeed Retail customers. Lightspeed operates a unified omnichannel platform serving retail, golf and hospitality businesses across more than 100 countries.
This announcement follows the market reaction that lifted Lightspeed shares on the session where the product was unveiled, reflecting investor interest in tools that improve measurement for physical retail advertising spend.