As PPC advertisers using Facebook’s advertising platform, we have a plethora of metrics at our disposal to assess the success of our campaigns.

To name a few, a digital marketing agency in Dubai can track button clicks, scroll depth, time spent on a page, and form completion. On Facebook, there are a total of seventeen standard events that can be tracked as conversions.

Despite tracking so many touchpoints, focusing solely on online conversions does not provide the complete picture. User research journeys are becoming increasingly complicated.

We have gotten pretty good at identifying online touchpoints that lead to a sale or lead. Offline activity, on the other hand, can have a significant impact on a sale.

Businesses must be able to track offline activity—especially those with brick-and-mortar locations. In-store sales can have a significant impact on a company’s revenue.

These sales, unlike in the past, may have been influenced by online marketing activities. You can’t see which campaigns affect offline store visits if your online reporting doesn’t track them.

You run the risk of pausing a campaign because you believe it isn’t profitable and then seeing a drop in-store visits as a result.

A conversion pixel cannot track everything. For example, people who advertise online coupon codes to be used in stores when a product is purchased.

Why should you keep tabs on offline conversions?

There are several reasons why you might want to implement an offline conversion tracking method. These will vary depending on what you want to achieve with your Facebook advertising efforts as well as the niche you’re in. There are three general reasons why you would like to track offline conversions:

The first advantage is that it allows you to assess the effectiveness of Facebook advertising campaigns.

To optimize a campaign, statistically significant data is required and the ability to see which areas are achieving your conversion goals.

Once you know which areas are achieving your conversion goals, you can begin to eliminate underperforming areas while increasing traffic from higher-performing areas.

The ability to track offline conversions allows you to optimize your campaigns to increase offline conversions in addition to online conversions.

Consider the following scenario, in which we are running Instagram and Facebook advertising. The figures are fake to highlight a point.

Reason number two: Provide additional data to Facebook to optimize your campaigns.

If you use Facebook’s automated bidding option, machine learning algorithms adore data. The more data they have, the better they will be able to perform. By integrating offline conversions, you provide another touchpoint for Facebook’s algorithms to examine. This suggests that they should be able to acquire better outcomes from your advertising activities.

The third Reason, better reporting

Offline conversion monitoring provides a new level to your reports. In addition to reporting on traditional metrics such as clickthrough rate, conversion rate, and online sales, you can also report on the number of store visits.

With store visits included in your Facebook advertising campaign data, you can observe which ads result in in-store visits and which do not.

If your reporting incorporates week-to-week statistics, you will be able to see how changes in your marketing efforts affected your offline store as well as your online metrics.

How to Use the Offline Conversions Tool on Facebook

To begin with offline conversions, you must first construct an offline event set. This is possible in Events Manager. Offline event sets match to offline activity and online metrics for your Facebook ads.

Once you've completed the data set, you'll need to upload your offline data to Facebook. You have two choices here. To begin, incorporate it into your CRM system. The second option is to manually submit a spreadsheet with your data.

It's similar to uploading a customer list to Facebook. To keep the material fresh and up to date, upload it twice a week.

Here are some best practices for uploading offline data.

Upload your data on a regular basis, ideally twice a week, but no less than once every two weeks.

Format correctly - this is crucial for Facebook to comprehend and use your information. Your match rate will improve if your data is properly prepared.

Upload as much information as possible; the more information you provide, the more probable Facebook will be able to link your data to its users.

If possible, integrate with your CRM - Marketo, Squarespace, Salesforce Sales Cloud, and Segment are a few examples. If your system lacks a native conversion syncing solution, consider Zapier.

Check that all information is correct: Once posted, the data cannot be withdrawn or changed. Check your information twice before uploading to confirm that it is accurate and error-free.

Go to Events Manager, pick the relevant offline event, and then click Upload Events to upload your offline data. You can upload your offline conversion results here.

After you upload your data, Facebook will analyse a sample to establish what type of data is being utilised in each column. If there are any inaccuracies, you must repair them before using the data.

It is also advisable to have the warnings in your data rectified. Finally, click the 'Review' button. This will show you the number of rows that will be uploaded, as well as your expected match rate.

If you are happy, click the 'Start upload' button to send your data to Facebook. Most little files can be fully uploaded in a handful of minutes.

If you have a large file, it may take up to fifteen minutes for your information to display in the Events Manager and Facebook reporting interface.

How To Track Offline Conversions

Offline Conversions is one of the possible column sets on Facebook. You can design your own columns. For example, you may include columns like Offline purchases and Offline purchase conversion value.

After you've synced everything and set up all of the essential columns to track offline success, you can establish an audience based on your offline data.

How to maximise the value of offline conversions.

Here are three tips to help you get the most out of your offline conversions:

Maintain at least 50 offline conversions every week; else, Facebook will find it difficult to optimise.

Retargeting is the process of promoting other products to customers who have made an offline conversion.

Using your synchronised data, generate lookalike audiences Facebook lookalike audiences of online converters might do remarkably well.

This is because Facebook generates an audience list that includes individuals who purchased your website. Similarly, advertising to persons who are similar to those who have already done an offline conversion may improve the number of offline conversions.

Finally, in this article, we've discussed the principles of offline conversions, why Facebook advertisers should use them, and how to make the most of them.

If you run Facebook advertising for an online retailer, you may not be seeing the full picture unless you have offline conversion data. Implement offline conversion data and start tracking the impact of Facebook advertising on your brick-and-mortar stores.