Why Most Jewelry Stores Struggle to Track In-Store Sales from Digital Marketing (And How to Fix It)
If you're a jewelry store investing in digital marketing—running Facebook ads, CTV campaigns, or sending email blasts—but still wondering “Are these ads actually driving people into my store?” … you're not alone.
Tracking in-store sales from digital campaigns is one of the biggest frustrations jewelry retailers face today.
At Omni Digital Group, we hear this problem in almost every sales conversation with jewelers—from family-owned businesses with decades of history to multi-location chains competing with big-box names like Kay and Zales.
And after years of working with over 100 retailers (including jewelry leaders like Necker’s and others), we’ve identified exactly why this problem keeps happening—and what jewelry store owners can do to fix it.
Why Tracking In-Store Sales From Digital Ads is So Hard for Jewelers
1. Your Point-of-Sale (POS) System Isn’t Built for Marketing Attribution
Most jewelers use POS systems like ASE or The Edge to track sales, inventory, and customer profiles. But here’s the catch:
Your POS system wasn’t designed to connect with Facebook Ads, Google Ads, or CTV platforms.
That makes it nearly impossible to answer basic questions like:
“Who saw our ad and came in-store?”
“Did our last campaign bring back dormant customers?”
“Are new customers responding to our promotions?”
The result? You're left with end-of-month matchback reports that are slow, incomplete, and often unreliable—if you get them at all.
2. Outdated or Incomplete Customer Data Makes Audience Targeting Impossible
Let’s face it: Your customer list is probably full of landlines, dead email addresses, or missing contact info.
A marketing manager at a 14-location jewelry store mentioned this exact problem in a recent conversation:
“We have over 260,000 customer records... but many don’t even have emails, or the info is outdated.”
That means when you upload your customer lists to Meta or Google, your match rates drop dramatically.
You end up wasting ad dollars showing campaigns to the wrong people—or nobody at all.
We helped Necker’s Jewelers reach over 30,000 of their existing customers from The EDGE with an ad in May 2025 alone.
3. Limited Platform Integrations Create Fragmented Campaigns
Most jewelers are Frankensteining multiple tools together:
Running email through Constant Contact
Managing ads separately on Meta
Using external geofencing vendors
Tracking sales manually through Excel
The result? None of these systems talk to each other.
One marketing manager we spoke with put it perfectly:
"We don’t want to Frankenstein stuff together anymore. We want everything in one orbit."
4. Matchback Reporting Takes Too Long (and Often Arrives Too Late to Act On)
Many jewelers rely on agency-supplied “matchback reports.”
Here’s how that process usually works:
You run a campaign
You wait two to four weeks for a report
By the time you get the data… the campaign is long over
This lag makes it impossible to adjust creative, targeting, or budget in real time.
As one store owner of a 14-location jewelry chain described it:
"I gradually got disillusioned... It just wasn't as solid as I thought. Some of these people are coming in anyway whether we advertised to them or not."
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5. Lack of Focus on In-Store ROI
Most digital marketing firms focus on click-through rates, impressions, or online sales.
But for jewelers like you, 90%+ of your revenue happens inside your physical stores.
That’s why attribution tools designed for e-commerce simply don’t give you the full picture.
A Marketing Manager at one jewelry business summarized it best:
"We need to see: Did someone see our Facebook ad and then come into the store that same week—or even the next day—and make a purchase?"
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How Modern Jewelers Are Finally Solving This (Without Wasting More Budget)
Integrating POS Data Directly with Marketing Platforms
Rather than relying on manual exports or incomplete uploads, modern tools like Omni Lightning create a live, ongoing connection between your POS and platforms like Meta and Klaviyo.
This allows you to:
Create audience segments based on actual purchase behavior
Track in-store sales tied directly to ad views, email opens, or text clicks
Run campaigns by store location, product brand, or even customer lifetime value
After integrating their POS with Omni Lightning, Necker’s Jewelers saw 8.01 ROAS in tracked new customers in-store attributed to Meta campaigns.
Using Phone Numbers as the Primary Digital Identifier
Emails change. Addresses change.
But phone numbers rarely do.
Smart jewelry marketers are using phone numbers as the key identifier to sync POS data with digital ad platforms—resulting in 70-80% match rates (vs. the industry’s 20-30% average when relying on email alone).
Switching to Every 24 hr, Dashboard-Based Reporting
Instead of waiting weeks for a vendor to send over a matchback, jewelers are now using self-serve dashboards that update every 24 hours.
That means you can log in and see:
Total revenue tied to campaigns
In-store vs. online sales breakdown
Brand-specific performance (great for co-op reporting!)
New vs. repeat customer revenue
Focusing on Both New Customer Acquisition and Existing Customer Retention
Your customer database is a goldmine.
Yet 59% of retail customers never return after their first purchase.
Leading jewelers are now running targeted reactivation campaigns for dormant customers while simultaneously creating lookalike audiences to attract new shoppers.
As you can see, we will display new customer and existing customer acquisition.
Past → Present → Future: Where Do You Go From Here?
In the past, jewelers like the 14-location store mentioned earlier relied on manual reporting, disconnected systems, and guesswork to track the success of their digital marketing.
Today, there are data-driven tools and integrated platforms that can finally answer your biggest marketing question:
"Are these ads driving people into my store—and how much are they spending when they get there?"
Moving forward, your next step is simple:
If tracking in-store sales from your digital campaigns has been a headache,
download our free resource:
How to Accurately Track In-Store Sales from Digital Marketing for Jewelry Retailers
—or reach out to schedule a time with our team to see how it works in action.
Your customers are shopping. Let’s make sure you know where they’re coming from.
Schedule a DEMO today at www.omnidigitalgroup.com and talk with our team.
