Offline conversions or offline sales refer to conversions that take place outside of digital tracking, including for example store purchases.
In Smartly, you can track transactions from physical shops or other offline channels that were triggered by a campaign with our offline conversions feature. Attribution happens by matching the transactions from your customer database or point-of-sale system with your ad level reporting.
Offline conversion measurement can be broken down into three parts:
In Smartly you can use offline events in optimization rules and in Predictive Budget Allocation.
❕Note that using offline conversions requires whitelisting from Facebook's side.
Create offline event sets
In order to measure offline conversions, you first have to create offline event sets in Business Manager. For a step-by-step guide on how to set these up, see Meta's instructions.
To activate offline conversion tracking in all active and future campaigns, select Auto-Tracking when creating event sets. Read more in the Meta help center.
In Workspaces, you can find the offline conversion tracking at the Ad Level under Tracking.
If you're using Autotracking, the offsite conversions tracking cannot be removed from the Workspaces Ad UI.
Uploading offline events
Offline events can be uploaded on Facebook's side either manually via the Meta Event Manager or via the Conversion API. Uploading via the API is recommended since it allows sharing and using Offline Event Sets across ad accounts.
Transaction data should be uploaded within 62 days of the conversion.
Tracking results
To view results of offline conversion metrics, go to Reporting and search for the offline label.
FAQ
What is the added value of using offline conversions?
By providing Facebook offline conversions, you can track when transactions occur in your physical retail store and other offline channels (e.g. orders made over the phone) after people have seen or engaged with your Facebook ads. This way you can track transactions from physical stores or other offline channels that were actually triggered by a Facebook campaign.
By using offline conversions, you are also providing Facebook more data about the items that you have sold and to whom, which helps Facebook's optimization algorithm in building more relevant audiences for your ads.