Offline Event Sets Help Businesses with Greater Offline Conversions
"Your offline conversion results help you understand how effectively your ads drive offline events. You can use this information to optimize your ad campaigns."
How can you know if in-person sales are delivering a valuable ROI?
Upload your offline event data with precise timestamps and use actual transaction values: Precise timestamps, including minutes and seconds, ensure that each unique event is included, such as multiple purchases made by the same person in one day. Actual transaction values allow you to see the most accurate event values in your reporting. You can see aggregated monetary value of your uploaded events, matched events and attributed events to better understand the return on your ad spend.
Include an Order ID field and enter a unique identifier for each transaction: Order IDs help deduplicate your offline events and improve attribution. Remember that Each Order ID should have a unique Event Time and customer associated with it. If you want to split a transaction into multiple events, you can also use the Item Number field to provide unique item numbers for each event associated with the same Order ID.
Upload offline event data regularly and in the order that the events occurred (sequentially by date): Regular uploads help minimize gaps in your reporting. We recommend you upload daily so that offline data can be effectively matched against the performance of any ads you're running. The data you upload is processed in real time so you can view results as soon as you add it.
Only upload new data from the time of your last upload, rather than cumulative data, to avoid duplicate results: Data is matched against tracked impressions within the last 90 days for conversions that occurred within 1, 7 or 28 days of an impression. Events that you previously uploaded can't be deleted and our system can only deduplicate events uploaded within a set period of time.
Assign an event set to an ad account before you begin a campaign: An event set will track an account from the time it's assigned. Remember to enable auto-tracking so that any future campaigns in the account will automatically be associated with the offline event set as well. For a more automated process, you can also upload offline event data directly with the offline conversions API or partner integration.
It may seem like a massive amount of data to account for and manage. But with the right tools and guidance, the process can be streamlined and simplified. Plus, if you are already using a point-of-sale or CRM system, Facebook may have already set up an integration system.
Don't be overwhelmed by Facebook's Offline Conversion Tracking. We can help! Reach out to us today for some guidance on implementing this feature.