{"id":1880,"date":"2021-04-29T02:37:00","date_gmt":"2021-04-29T06:37:00","guid":{"rendered":"https:\/\/disruptivedigital.agency\/?p=1880"},"modified":"2021-08-21T08:27:47","modified_gmt":"2021-08-21T12:27:47","slug":"how-to-measure-optimize-for-facebook-offline-conversions","status":"publish","type":"post","link":"https:\/\/disruptivedigital.agency\/oldsite\/how-to-measure-optimize-for-facebook-offline-conversions\/","title":{"rendered":"How to Measure & Optimize For Facebook Offline Conversions"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”3.22″ min_height=”1615px” custom_margin=”||-2px|||” custom_padding=”0px|||||” da_disable_devices=”off|off|off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”1498px”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.9.4″ text_font=”Montserrat|300|||||||” text_text_color=”#333333″ text_font_size=”21px” text_line_height=”32px” ul_font=”Montserrat||||||||” ol_font=”Montserrat||||||||” quote_font=”Montserrat||||||||” header_font=”Montserrat||||||||” header_2_font=”Montserrat||||||||” header_2_font_size=”30px” background_size=”initial” background_position=”top_left” background_repeat=”repeat” min_height=”326px” custom_margin=”-14px|||||” custom_padding=”||0px|||”]<\/p>\n

The ability to track real, measurable results from your Facebook Ads is essential. It ensures that your campaigns are profitable and can help you optimize them further.<\/p>\n

It\u2019s relatively easy to track online conversions that happen after users click through an ad to your site, but many businesses and marketers forget that they can measure and optimize for offline conversions, too.<\/p>\n

In this post, we\u2019re going to discuss how you can track and optimize for offline conversions like in-store visits by using Facebook\u2019s offline conversions API.<\/p>\n

What Is Facebook\u2019s Offline Conversions API?<\/h2>\n

Facebook\u2019s Offline Conversions API<\/a> is an automated system that allows you to accurately track offline events like store visits or purchases that happen after a user sees or interacts with your ad. It\u2019s a native tool, and it is separate from the standard Facebook Conversions API.<\/p>\n

This is essential, because too many businesses are failing to adequately track any sort of offline conversions. If you aren\u2019t tracking these conversions, you’re likely not optimizing for them either.<\/p>\n

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DespitetThe good news is that while offline conversion tracking has historically been more difficult, the Offline Conversions API makes it easier for you to track in-person actions. This helps with determining ad effectiveness, as well as further optimizing campaigns for additional conversions.<\/p>\n

The Difference Between Facebook\u2019s Conversions API and the Offline Conversions API<\/h2>\n

I mentioned above that the Offline Conversions API is different from the standard Conversions API.<\/a><\/p>\n

You can see some of the most significant differences here:<\/p>\n\n\n\n\n\n\n\n
<\/td>\nConversions API<\/td>\nOffline Conversions API<\/td>\n<\/tr>\n
Primary Intent<\/td>\nAugment data coming from pixel<\/td>\nTrack offline data for measurement & reporting<\/td>\n<\/tr>\n
Helps Optimize Like Pixel?<\/td>\nYes<\/td>\nNo<\/td>\n<\/tr>\n
Measuring Capabilities<\/td>\nCan measure events that the pixel can\u2019t track up to a set number of hours later<\/td>\nCan measure events that the pixel can\u2019t track, though the data must be uploaded within 62 days of the transaction<\/td>\n<\/tr>\n
How it receives measurement data<\/td>\nDedupes from the pixel<\/td>\nDoesn\u2019t dedupe from the pixel<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

As you can see above, the purpose of the two tools are slightly different. Facebook\u2019s Conversions API relies on the pixel and other online activity to accurately assess online conversions and optimize your future campaigns accordingly.<\/p>\n

The Offline Conversions API doesn\u2019t rely on the pixel to track conversions, and you\u2019ll need to upload data through direct integration or third-party tools.<\/p>\n

When You Should Use the Offline Conversions API<\/h2>\n

There are two occasions when it\u2019s vitally important to use the Offline Conversions API.<\/p>\n

The first is when you want to simply measure actions happening offline, like in-person event registrations or store sales.<\/p>\n

The second is when you want to measure sales that happen online but after a delayed time period. A great example of this would be if someone signs up for a free trial that ends after seven days; you would want to track the conversion rate of people who became paying customers after seven days as opposed to only tracking free signups.<\/p>\n

How to Measure & Optimize Facebook Offline Conversions: A Case Study<\/h2>\n

Marketing theory is always better when backed up by real-life examples, right?<\/p>\n

Let\u2019s take a look at a case study that demonstrates how we leveraged Facebook\u2019s Offline Conversions to better track and optimize for offline events.<\/p>\n

The Challenge<\/h3>\n

We started working with a retailer who had a \u201ckeep what you love and send the rest back\u201d subscription model. So they may have originally sent out a package with $100 in goods, but the customer only keeps $30 and sends back the rest.<\/p>\n

Here\u2019s how the subscription model works:<\/p>\n

1.\u00a0 After clicking on an ad, the customer will complete a style quiz and signs up for a trial. We would measure the signup through Facebook\u2019s standard tracking pixel, as the action is taken online.<\/p>\n

2.\u00a0 The customer is sent a package of clothing based on their preferences and sizing information.<\/p>\n

3.\u00a0 The customer keeps the items they like, and sends back the rest. They are only charged for the items they keep.<\/p>\n

Originally, none of the actual purchases were tracked by Facebook; only the initial trial signup was tracked. The offline conversions were key, however; without that information, Facebook can\u2019t properly measure the true performance of the ads or optimize future campaigns by delivering them to your high-value audiences<\/a> instead of those who just wanted a free trial.<\/p>\n

The Solution<\/h3>\n

We knew that Facebook\u2019s Offline Conversions API was the best option here. We set up the API, facilitating data to be shared based on the number of items kept\/purchased and amount of revenue made for each new customer.<\/p>\n

This information allowed us to effectively segment the most profitable and high-value customers to create lookalike audiences.<\/p>\n

To put our theory to the test, we tested a lookalike audience of people that signed up for the trial (control) against a lookalike audience of high-value people who signed up for the trial and then kept\/paid for items (test), using Facebook\u2019s Offline Conversions API.<\/p>\n

The results were clear. Despite a 6% increase in CPA, we saw a 43% increase in people who kept\/purchased items, and a 31% higher AOV.<\/p>\n

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How to Get Started with Facebook\u2019s Offline Conversions API<\/h2>\n

Ready to get started with Facebook\u2019s Offline Conversions API?<\/p>\n

There are a few options available to you:<\/p>\n

– You can send offline events data directly to Facebook by following the steps laid out here<\/a><\/p>\n

– There\u2019s the option to send offline events data to Facebook using approved Partner Integrations\u00a0<\/a><\/p>\n

– You can upload conversions data from the offline events page in the Events Manager<\/a> if you\u2019re unable to do either of the two options a bove, though this requires ongoing manual work<\/p>\n

Final Thoughts<\/h2>\n

Offline events are just as important to measure as actions taken online, even though they\u2019re decisively more difficult to track without the right tools in place. Fortunately, Facebook\u2019s Offline Conversions API can help, allowing you to not only measure performance from your campaigns more accurately but also to assess high-LTV audiences<\/a> and to optimize for them moving forward.<\/p>\n

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We\u2019ve seen that leveraging the Offline Conversions API can increase return on investment for our clients significantly. We can help you, too. Learn more about how we work by <\/i>shooting us a message here<\/i><\/a>.\u00a0<\/i><\/strong><\/p>\n

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The ability to track real, measurable results from your Facebook Ads is essential. It ensures that your campaigns are profitable and can help you optimize them further. It\u2019s relatively easy to track online conversions that happen after users click through an ad to your site, but many businesses and marketers forget that they can measure […]<\/p>\n","protected":false},"author":2,"featured_media":1914,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\n

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