Tracking Offline Conversions on Facebook
You can measure how much your Facebook ads lead to real-world outcomes, such as purchases in stores, with offline conversions. To help you understand the effectiveness of your ad campaigns, you’ll compare offline conversions from physical stores or distributors to the list of people who saw or clicked on your ads. Use offline conversions to:
- Track offline activity and see how much of it can be attributed to your ads
- Measure the offline return on your ad spend
- Reach people offline and show ads to people based on the action they take offline
How to Incorporate the Offline Data into Facebook
Once your specialist has set-up the offline event in the ad account, there are three ways to connect the offline data:
- Manual upload
- Set up a partner integration
- Connect an Offline Conversion API
Manual upload – This requires sending a .CSV file to your specialist to upload into the account based on data received from distributors/retailers. The first set up data must be uploaded within 90 days of creating the offline event in the event manager. This method should be a last resort. It is best practice to perform daily uploads and can prove to be cumbersome for both you and your account team.
Partner integration – Facebook partners with several Point of Sales (PoS), Customer Relationship Management (CRM) or other customer systems. Implementing one of these partner integrations can help minimize manual tasks and enable automatic upload of offline data.
Offline Conversion API – This is the heaviest lift of the three connection options and requires a team with some strong technical expertise since a great deal of coding is needed. To learn more about this process, click here.
Available Partner Integrations
|POINT OF SALE PARTNERS|
|DIGITAL RECEIPTS + LOYALTY PARTNERS|
|CRM + MARKETING SOFTWARE PARTNERS|
|OneCommand, an Affinitiv Company|
|Salesforce Sales Cloud|
|CALL CENTER PARTNERS|
|FACEBOOK MARKETING PARTNERS|
Overall, measuring offline conversions is a great way to evaluate if your advertising campaigns are reaching your end goal of sales. By having knowledge of these conversions, your team is able to make more informed optimizations to ensure each campaign is meeting expectations and working to continually build return on ad spend (ROAS). If you have questions about what data and which integrations can best serve your clients, reach out to your Coegi Account Manager or contact us at [email protected].