Offline Conversions [beta]

Offline Conversions allow you to attribute the performance of your online ads to real-world transactions. Facebook and Google offer retailers the ability to attribute online ads with offline outcomes such as in store purchases, phone orders, bookings and more.

Lexer can help you clean, format and continuously send your offline transaction data to Facebook and Google so this attribution can occur, increasing the accuracy of campaign performance reporting in your account.

Let's explore how Offline Conversion works, what is required to get this configured, and how it is configured in Lexer. We've listed both Facebook and Google's documentation below for reference;

How does it work?

Below is an overview of the process, and where Lexer fits in.

  1. Customer views ad on Facebook/Google
  2. Customer purchases the viewed product/service in store
  3. Lexer receives the offline transaction, cleans and reformats data, stores this against the customer's profile
  4. Lexer's 'Offline Conversion' integration sends data to Facebook/Google
  5. Facebook/Google intelligently match sales data to a customer's digital persona

To put it simply, we will upload all sales data to Facebook and Google's respective APIs, allowing you to better understand the impact your digital ads are having on real world sales.

Setting up Facebook Offline

To setup Facebook Offline within your Lexer Hub, you'll need to gather some information for us. This is still a manual process, and we encourage you speak with your Lexer Success Manager before starting anything.

We require:

  • Your Facebook Business account name (You can find this within Integrations inside your Lexer hub, click on the Facebook Business tile and tell us the name of the correct account)
  • An Offline Event Set ID (this can be generated in your Facebook page's Business Manager hub, full instructions here)

Once you have the above, please send it through to our Support team who will start the process. Your Success manager will confirm this to you over email.

California Consumer Privacy Act (CCPA)

The CCPA came into effect in July 2020, Lexer supports this in line with Facebook's guidelines. To understand how this could impact you, you can read Facebook's docs here.

Setting up Google Offline

To setup Google Offline within your Lexer hub, you'll need to gather some information for us. As with Facebook, this is still a manual process, and we encourage you speak with your Lexer Success Manager before starting anything.

We require:

  • Your Google Ads account name (you can find this within Integrations inside your Lexer hub, click on the Facebook Business tile and tell us the name of the correct account)
  • The Conversion Action name (this is something you must set up in Google Ads, you can read how here)
  • The fields you want to link on; Email, Phone, Last Name, First Name, City, State, Zip code, Country Code

Once you have the above, please send it through to our Support team who will start the process. Your Success manager will confirm this to you over email.

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