What are offline conversion sets?
Say for example you want to be able to know how many of your users using your CRM data saw one of the marketing ads? Say for example you are unable to utilise the Facebook conversion API/Facebook pixel to measure attribution. What offline conversion sets allow marketeers to do is upload sales data, that may relate to purchases or leads to Facebook and Google. By methods of their own, Meta or Google can match this data to users of their platform and can then relay whether that individual had seen or clicked on the relevant ad.
According to Facebook “With offline conversion measurement on Facebook, you can track when transactions occur in your physical retail store and other offline channels (ex: orders made over the phone) after people see or engage with your Facebook ad.”
Please ensure you obtain consent from the user and you are compliant with any data regulations such as GDPR, CCPI if applicable. As this data will be directly being controlled, processed and managed between yourselves and Meta/Google.
How to set up offline conversion sets
In order to begin creating an offline conversion set you need to understand how you obtain your sales/conversion data and which PI (personal information) data you obtain, such as: name, email address, mobile number, order time, order date, order and transaction value as these will help with the relevant platforms matching these data points to users.
You will then need to export this data into csv so that they can be placed into the relevant template.
Once the data has been transformed and ready to put into a conversion set please read this link which will help you implement the offline conversion set into Meta.
How to share with Navigator.
We will not request to be given access to creating the offline conversion set as we will not want the sharing of data. However within Facebook this data can be shared with the Navigator Business Manager 294675754893882 by sharing. Share your Offline Event Set | Meta Business Help Centre (facebook.com)
Once shared will only see aggregated data of the number of users processed, the number matched to a profile and this conversion set will be attached to the ad account we will be running activity against to measure attribution.
The success of this method is based on the number of Meta users that can be matched from the data. What the offline conversion set also does do is increase the attribution window from 7 day click to 28 days click.
