Once your data file is finished, you’re ready to upload the data to Facebook. Navigate to the Offline Events page in Business Manager and select the appropriate Offline Event Set. If you don’t have an existing Offline Event Set, click the green Get Started button in the middle of the page.
Accept the Offline Conversion Terms after carefully reading them and then follow the instructions on the screen to create the Offline Event Set. We recommend having one Event Set per ad account, so you’ll want to change the default option on the options page before creating the Event Set.
From there, you’re ready to upload your file. Click Select File, upload the file you created, then click Next: Map Data
On the next page you’ll review the data mapping. If you use the default field names from the Sample Data File, Facebook should get your mapping correct. If they don’t, it’s pretty simple to update the fields by clicking the field name and navigating to the appropriate setting.
Once you have everything correct, click Next to Review the data and Facebook will give you an estimated match rate along with warnings for any errors they find in your data.
Correct any warnings that may pop up and then click Start Upload in the top right to send your data to Facebook. It will take a few minutes for the data to be visible in Events Manager, but once it finishes processing it will look something like this:
Here’s what those three metrics mean:
Events Received – the total number of records that you uploaded to Facebook
Matched Events – the number of records that Facebook was able to match to a Facebook user
Attributed Events – the number of records that Facebook was able to match to a Facebook user who saw or clicked on your ad within 28 days of the event occurring.
Step 3: View Your Results
Now that your events are uploaded, you probably want to see which ads are driving those offline conversions. To do that, navigate to Ads Manager and select the appropriate ad account. Click the Columns dropdown near the top right of the data table and select Customize Columns.
Search for Offline in the search bar and select the events based on what you used in your data file. Click apply and you’ll see the data in Ads Manager.
From there, the offline conversion events will appear in ads manager just like any other metric. You can view the stats at the campaign, ad set, or ad level and see how many conversions your ads drove, what the cost per conversion was, and see placement/demographic breakdowns to determine what segments are performing best.
That’s all there is to it.
Now you have an incredibly powerful tool at your fingertips to understand what online messaging, imagery and calls-to-action are driving real world purchases, store visits, phone conversations and anything else that is important to your business. You can now use this offline data to optimize your campaigns in all the same ways you would with online data.
Most advertisers still aren’t leveraging offline conversions so there is a golden opportunity right now to take advantage of. Get ahead of the competition and get your offline conversion data into your optimization flow before they get the memo!
Interested in working with a professional to incorporate offline conversion data into your Facebook Ads campaigns? Get Started with eBoost Consulting today.
Chris Root is a co-owner of eBoost Consulting and works out of our Boulder, CO location. He writes primarily about social advertising and gets overly excited when Facebook releases new targeting capabilities.
eBoost Consulting helps funded startups and established companies grow through search and social paid advertising. Since 2005 our team of digital marketing experts has been running highly successful digital marketing campaigns with a focus on innovation, results and customer satisfaction.