Facebook offline conversions

Offline conversions allow you to attribute the performance of your online ads to real-world transactions. Facebook offers retailers the ability to link 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 so this attribution can occur, increasing the accuracy of campaign performance reporting in your account.
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Let's explore how Offline conversion works, what is required to get this configured, and how it is configured in Lexer. Please see Facebook’s documentation here.

Let’s just pause here to note the difference between the offline (this article) and online versions of the API. The online version helps link digital sales to Facebook advertising (you can read about it here). The two versions are meant to be complementary.

How does it work?

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

1. A customer views an ad on Facebook.
2. Then the customer purchases the viewed product/service in store.
3. Lexer receives the offline transaction, cleans and reformats the data, and stores this against the customer's profile.
4. Lexer's “offline conversion” integration sends this data to Facebook.
5. Facebook intelligently matches the sales data to a customer's digital persona.

To put it simply, we will upload all sales data to the Facebook offline conversions API, allowing you to better understand the impact your digital ads are having on real-world sales.

As you can see above, Google also supports offline conversions. To see how you can connect Lexer with Google Ads to measure offline conversions there as well, check out the relevant article here.

Integration in a nutshell

Here's a summary of how Facebook integrates with Lexer:

Setting up Facebook Offline Conversions

To setup Facebook Offline within your Lexer Hub, you'll need:

1. Your Facebook Business account login.
2. An Offline Event Set ID (this can be generated in your Facebook page's Business Manager hub).

Start by connecting your Facebook Business account to the Lexer Hub:

1. In the Manage > Integrations tab on the Lexer Hub, select Facebook Business.
2. Click Integrate Facebook Ads.
3. A popup will appear for you to login to Facebook. Enter your business account details.
4. If login is successful your account should appear on the right.

Setting up your Facebook offline conversion event set

Next, you can set up offline conversions by linking it with your offline event set by providing the Offline Event Set ID from Facebook.

To find out more about offline events and where to find your Offline Event Set ID, please see Facebook’s help article here.

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.

Please be aware that by not selecting Facebook’s LDU option, you are saying that none of your customers are California residents, and not subject to the Californian Consumer Privacy Act (CCPA). Failure to correctly identify California residents can result in prosecution under California law.

And that’s it! You’re ready to go with your Facebook offline conversions.