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  1. Offline Conversions FAQ’s

Offline Conversions FAQ’s

Welcome to our Offline Conversions FAQs page, here we’ll answer the most frequent questions we receive from you.

Please make sure to have read the Getting Started and the Offline Conversions configuration steps before proceeding.

What is Facebook Offline Conversions?

Facebook’s Offline Conversions measurement solution helps you understand which offline events, such as purchases in your retail store or orders made over the phone, happened as a result of your Facebook ads. By attributing offline event data from your customer system to people who saw and clicked on your Facebook ads, you can better understand the effectiveness of your ad campaigns and the return on your ad spend.

Benefits

  • ROI tracking of your online campaigns
  • Campaign optimization (in a future automatically made by Facebook, right now made manually by the advertiser that can see the real offline insights)
  • Understanding KPIs like:
    • # of offline Leads/Purchases coming from online campaigns
    • Cost per offline Leads/Purchases coming from online campaigns

What is an Offline Events Set?

An Offline Events Set is a collection of events that represent your conversions. These events have an “Event Time”, a conversion value (amount) and some contact information that are used by Facebook to match your data with a specific Facebook person.

More detailed and accurate are the information that you will be able to send to Facebook, higher will be the “matching rate” (data that matches with Facebook people) and the “attribution rate” (data that matches with Facebook people that saw your online campaigns).

Which Events type can I send to Facebook?

Here is the full list:

  • AddPaymentInfo
  • AddToCart
  • AddToWishlist
  • CompleteRegistration
  • InitiateCheckout
  • Lead
  • Purchase
  • Search
  • ViewContent
  • Other

These are the common events used by advertisers to track offline conversions:

  • Purchase
  • Lead
  • Other

When do I need to create the Offline Events Set?

Short answer: before you start your campaigns.

  • You have up to 90 days after the ad stops serving to upload the Offline Conversions
  • The tracking spec gets created when the OES is assigned to the Ad Account.
  • No tracking spec means no Offline Conversions tracking.
  • If tracking spec was assigned to the Ad Account on day 5, conversions that happened on/after day 5 will get attributed

For example, let’s say you start a campaign on August 1st without the Events Set. Then, 7 days later, on August 8th, you create and assign the Events Set regardless if manually or via auto-tracking.
You may add offline events starting from August 1st, but Facebook will attribute and counts only conversions from August 8th, which is when the OES has been added to the ads’ tracking spec.

What is the Offline Conversions attribution window?

You have up to 90 days after the ad stops serving to upload the Offline Conversions and see results inside the relative columns. Here is a simple diagram.

90days attribution window

What is the “Auto-Tracking” and why we suggest to disable it?

If you manage different Facebook Pages, or well different businesses, with the same Ad Account, you’ll definitely don’t want to use the same Offline Events Set for all.

With auto-tracking enabled, any future campaigns in those ad accounts will automatically be associated with your offline event set as well.

LeadsBridge recommends disabling the “Auto-Tracking” feature. Moreover, our suggestion is to have one OES per business (typically Facebook Page) and associate it directly inside the “Tracking” spec during the ad creation.

When you assign your OES to an ad account, your offline event data can be attributed to the existing campaigns and ads in those ad accounts from that date onward.

auto-tracking

How to disable Auto-Tracking for Offline Conversions

data-sources

  • A popup will open and you may disable the Auto-Tracking option
  • Once done, click Save Changes

disable-auto-tracking

Where do I see the Offline Conversions results in the Ads Manager?

After you successfully synced your Offline Events Set, the data is matched with your active ad campaigns that have been assigned to that OES.

By tracking ad campaigns and uploading offline event data, you can see which events were attributed to people who saw or clicked on your Facebook ads.

  1. Go to the Ads Manager.
  2. Choose the campaign, adset or ad depending on what you’d like to view.
  3. Click the Columns drop-down menu and select Offline Conversions to load the reporting preset.
    oes-1
  4. Facebook will show you “Purchase, Leads & Others” conversions as “Number of Events” and “Cost Per Event” by default.
  5. Click the Columns drop-down again and select Customize Columns.
    oes-2
  6. You may now select the columns you would like to see.
    oes-3
  7. You may also change the attribution window to 1, 7, or 28 days.
  8. Click on Apply

How can I create a Custom Audience based on the Offline Conversions data?

You can use your offline event data to create custom and lookalike audiences for your advertising campaigns.

For example, you can retarget high-value customers, or exclude customers who recently made purchases offline in order to find new customers.

  1. Go to Offline Events and select an offline event set.
  2. Click Create Audience and select Custom Audience from the drop-down.
  3. After the custom audience creation, you may choose to create the Lookalike Audience, that will be based on your offline event data.

Is it possible to change an Ad Account or Business Manager connected to an Offline Conversions?

Once an Offline Conversions has been processed and data are synced, it is not possible to change the Ad Account or the Business Manager connected in order to grant consistency between local and remote data.

The best practice we could suggest is to create another Offline Conversions.

Facebook Resources

  1. Get started with offline conversion tracking
  2. About auto-tracking
  3. View offline conversion results in Ads Manager
  4. Create an audience based on offline event data
  5. View and manage your offline event data in Events Manager
  6. About offline event data deduplication
  7. Prepare your customer data
  8. Manage offline event set permissions