Track Your Leads With Facebook Offline Conversions

Katie Holmes
14th May 2021

Facebook Offline Conversions measure your offline sales by matching data from your CRM and advertising campaigns. For this article, we take a closer look at Facebook Offline Conversions and show you an easier way to measure your marketing-generated revenue for all of your campaigns, both online and offline.

Modern technology has changed communication in many different ways for businesses. However, despite the digital age we live in, many consumers are still embracing traditional forms of communication to engage with sales reps and make important purchasing decisions.

In fact, according to Google, 61% of searchers on mobile believe it’s important that they can call a business when they’re in the purchase phase of the buying cycle.

Facebook Offline Conversions lets marketers measure the full impact of their campaigns on “real-world” interactions and is especially powerful for businesses who generate sales away from the digital world such as car dealers, real estate agents, legal firms and more.

On that note, for this article, we’ll discuss:

Editor’s note: Do you want to prove the value of your Facebook ads, but not sure how to do it? Get smarter with our guide on Facebook attribution and gain a more unified view of your marketing performance, online and offline.

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First, what is an offline conversion?

For the sake of clarity, let’s start by explaining what types of offline conversions you might like to measure. There are some businesses that only make sales online. Take Amazon, for example. Aside from some of its acquired properties (like Zappos and Whole Foods), 100% of Amazon’s consumer sales happen on its website. But this business model is fairly rare. More often, businesses convert prospects in many ways:

For each of these scenarios, the conversion happens offline either in-person or over the phone. But historically, there haven’t been many good ways to attribute those sales back to the digital marketing campaigns that generated them.

Facebook Offline Conversions provide a solution to this problem.

Editor’s Note: Do you know which digital marketing channels are driving your most valuable offline conversions? We’ll assume the answer is no. Download our complete guide on offline conversion tracking and learn how to connect the leads you generate online with the sales you convert offline.


How does Facebook offline conversions work?

Sometimes, a user clicks on a Facebook ad and goes directly on to make a purchase on your website. But other times, viewing an ad is just the starting point of a lengthy buying journey. Both scenarios are important to measure in order to prove the effectiveness of your campaigns.

Facebook Offline Conversions measure sales made in the real world by matching data from your CRM, marketing automation tool, call centre software, or point of sale system to your Facebook advertising campaigns.

It looks at identifying information from your sales systems—things like email addresses—then  compares the people who purchased to those who viewed Facebook ads you’ve run in recent campaigns. If there’s a match, it attributes the sale to the specific ad and campaign viewed.

This lets you create more robust marketing reports.

Now, you can go to your clients or leaders and show not only how many leads, subscribers, and followers marketing is generating, but also how many sales—both online and offline—happened as a result of marketing’s efforts.

Editor’s note: Ever noticed that the data in your Facebook ad account doesn’t match the data you see in Google Analytics? We reveal the most common reasons that lead to data inconsistencies between Facebook and Google Analytics, plus provide techniques to help improve the quality of your reporting.

One big advantage of Facebook Offline Conversions is that it lets you use offline conversion data to create custom audiences of people who’ve purchased from you before.

Having a big sale?

Use offline conversion data to create an adjustment for past buyers and get it in front of the people who are most likely to buy. To take advantage of this feature, follow these instructions to create a custom audience of offline purchases. The audience will be empty at first, but it will populate itself with users over time as you connect offline sales data to your Facebook campaigns.


Getting started with Facebook Offline Conversions reporting

Before you can use Facebook’s Offline Campaigns feature, you must have a Facebook ad account, and the user who sets it up must be designated as a Facebook Business Manager.

Once your ad account is set up appropriately, follow these steps:

1. Visit the Events page in Facebook Business Manager.

2. Navigate to the menu on the left side and click on “Connect Data Sources”.

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3. Select the option “Offline” and then click the button “Get Started”.

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4. Accept terms and conditions.

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5. Give your offline event a name and click “Select”.

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6. Assign your ad account you want to use your offline event. Turn on auto-tracking so that new ads you create will default to this offline event set for tracking.

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7. If set up correctly, you should receive the following message.

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8. Select people from your business to grant them access to the event set and click “Assign“.

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9. You’ve created your offline event.

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Now, any ads for those accounts are set up to track offline conversions. Next, you just need to add your offline sales data into the system in order to match sales with Facebook ad campaigns. There are a few different ways to do this:

1. Add offline sales data manually by uploading a CSV file to Facebook Business Manager.

2. Use a pre-built integration to have data from your POS, CRM, or loyalty program automatically uploaded to Facebook. Find integrations and setup instructions here.

3. Have your development team hook your sales system to Facebook using the Facebook Offline Conversions API to automatically upload sales data to Facebook.

4. Ruler’s Facebook Offline Conversions integration allows you to send conversions back into the Facebook Ads Platform. You can send phone calls into Facebook as conversions or use CRM integrations to return offline sales revenue back to Facebook for forms or phone calls when a sale is completed. Book a demo to discuss the integration between Facebook Offline Conversions and Ruler Analytics.

If you choose option one, just keep in mind that you’ll need to manually upload data to Facebook regularly in order to connect offline conversions back to Facebook ads


Why tracking offline conversions is important

Conversion and revenue metrics used to belong to the sales team. Marketing’s role was simply to get people on the phone or at the door. But with the rise of digital marketing and online conversions, that all changed.

Marketers today are expected to drive revenue and grow the business. And as expectations changed, so did the need for more detailed reports – those that show exactly how marketing is generating new customers and revenue.

Lead and form completion metrics just aren’t enough.

For this reason, marketers at companies that convert prospects offline—whether you’re selling enterprise software, attracting law firm clients, selling t-shirts, or driving traffic to a theme park—must track offline conversions to prove the effectiveness of your program and efforts.

If you run a lot of Facebook ads, Facebook Offline Conversions helps.

However, Facebook Offline Conversions don’t consider other marketing sources, which can get problematic for companies who advertise across multiple digital channels. To get the most out of your sales and conversion data, you need to ensure that all decision-makers have timely access to the same multi-channel data.

Using a tool like Ruler Analytics, you can track offline conversions generated by Facebook ads—as well as every other online or offline campaign you run. This integration allows you to report on the success of your Facebook ad campaign and lets you understand the exact role it plays in your customer journey.

Access to this insight helps grow your understanding and optimise campaigns to drive sessions that you know will result in high-quality conversions.

Since Apple announced changes with iOS 14, in the wake of Google’s announcement to retire 3rd party cookies, advertisers have been left scrambling to find alternative ways to receive and process conversion events from tools like Facebook. Fortunately, Ruler Analytics uses first-party data, which means marketers still have some control over how and why data is collected.

Editor’s Note: Want to know more? Download the closed-loop attribution eBook and see exactly how Ruler Analytics tracks customer touchpoints and closes the loop between marketing and sales. Or, alternatively, book a demo to see first-hand how Ruler can attribute marketing-generated revenue back to your leads.


Tracking offline conversions is crucial for effective marketing

To hit your team’s biggest goals and prove marketing’s effectiveness, tracking conversions is crucial. And that includes conversions that happen on your website as well as over the phone with a sales rep or in person at your office, store, or attraction.

With Facebook Offline Conversions or a more advanced system like Ruler Analytics, it’s easier than ever to track marketing’s impact on the business, prove the ROI of your efforts, and show that the work your team does is both indispensable and the key to growing your business.

Book a demo Ruler Analytics

This article was published on 14th Jun 2018 and last updated on 14th May 2021.