Dive Brief:

• Square's business clients will soon be able to buy targeted advertisements on Facebook and measure their effect on sales using a new integration from the payment processing company. 
• Facebook ads bought through the Square platform will be informed by actual sales data, meaning that business owners will be able to make a quick assessment of their effectiveness in building sales.
• Square reported $374 million in its first quarter as a public company, up 49% from the comparable period the year prior. 

Dive Insight:

Newly public Square is continuing to diversify its offerings, targeting the small businesses it attracted from the get-go. 

Any ads bought via Square link directly to the user’s sales data, helping assess whether or not they are making an impact on sales and how much—a powerful tool for retailers to use in promotion and segmentation.

Square went public in November 2015 and has been expanding product offerings from its original credit-card readers and payment processing to help boost margins. As the New York Times reports, the company has rolled out the Square Capital short-term loan service, Square Appointments, and even Caviar food deliveries.

Payment processing still delivered most of Square’s $374 million in fourth-quarter revenues. Sales of data and software products quintupled in 2015, however, to $22 million.