Facebook offline conversions

This integration is in beta

The‍
Facebook offline conversions
integration is currently in beta.
As with all beta tests, not everything will be perfect. If you run into any issues, please submit a support ticket.

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.

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:

Direction

What direction does the data flow?

⬜️ Data in: N/A - Lexer does not take in data from the conversions API.

✅ Data out: Transaction and personal data for Facebook to match.

Type

Lexer’s integration with this product allows you to pull data into the hub from these sources.

✅ Conversions

Source method

How the system connects with Lexer.

N/A

Destination method

How Lexer connects with the system.

✅ API

Status

Is this integration live and working?

Full Release

Lexer product compatibility

What Lexer products is the integration compatible with?

✅ Activate

⬜️ Compare

⬜️ Listen

⬜️ Respond

⬜️ Segment

⬜️ Serve

⬜️ Track

Attributes

No attributes will be created as part of this integration.

Attributes

This integration allows for some flexibility, the output of the integration depends on your available data and what you send through to Lexer. In addition, your attributes could be named in a different way to other clients. If you would like a list of attributes related to this integration, please email your Success Manager.

Attributes

What attributes are created when integrated with Lexer?

Attributes

These are the standard attributes Lexer can create when you connect this integration, however, this will depend on the data available and what you're sending through to Lexer. Also note, your attributes may be named differently.
If you have any questions, or would like to discuss any custom options, please reach out to your Success Manager.

Setting up Facebook Offline Conversions

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

  1. Your Facebook Business account login.
  2. A Dataset 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.

Meta Business Suite permissions

The last step to make sure you have the full functionality of the Facebook integration is to provide full access to the staff members that will manage the integration. If they will need to reintegrate the account or change any settings relating to the integration, its probably a good idea to provide them with these permissions. To be able to do the following steps you will need to have Meta Business Suite admin access.

Please note
Meta might make some changes to the look and function of the Meta Business Suite. Please get in touch if you notice anything not working as it should.

        1. Login to your Meta Business Suite.

        2. Click on the All tools hamburger icon on the left side of the page.

        3. Click on the Settings tool.

        4. Once you've opened up settings, click on People.

        5. Click on the user you want to provide the relevant settings.

        6. Finally, provide the user Full control and Save.

Provide Meta all relevant permissions

To complete the process, and allow Meta to consume your Lexer insights, you'll need to provide Lexer the necessary access within Meta Events manager.

Please note
Meta might have made some changes since the publication of this article. If you notice something looks a little off please reach out using the chatbot in the bottom right side of the screen.

To do this, open up the Meta Business suite and jump into the Events Manager using the navigation on the Left.

  1. Click on Data Sources on the left side of the page.
  2. You should see the dataset provided to Lexer. Click on it to open the settings.
  3. Open the Settings tab.
  4. Scroll down to the Turn on automatic advanced matching section.
  5. Toggle all of the options on.
The final step!
Once you've added the details of your Facebook Ads account to the Facebook Ads tile in the Hub, please contact your Success Manager, or Lexer Support (support@lexer.io) to complete your Facebook Ads setup and configuration.

Setting up your Facebook offline conversion event set

Next, you can set up offline conversions by linking it with your dataset by providing the Dataset ID from Facebook.

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

  1. Continuing with your integration set up, click New Offline Event Set.
  2. Another sidebar will appear on the right.
This will specify:
  • The activation name.
  • Your Lexer dataset that contains your in-store transaction data. You can check which of your datasets has the Instore Purchase data type in Manage > Datasets.
  • Your Facebook Dataset ID (see article linked above from Facebook).
  1. You may choose to Send Custom Data Fields to Facebook. If you wish to explore this, please contact your Lexer Success team member to set this up. Once that process is complete, check this box. Otherwise, please leave this unchecked.
  2. Check the box to Enable Limited Data Use (LDU) for CCPA Compliance (see below for more information). Facebook no longer accepts data that does not comply with CCPA, so this checkbox is mandatory.
  3. Check the Run Activation Daily check box (we recommend doing this until you no longer need the event set).
  4. Save the configuration. The activation will start to run. Once complete, the data will be pushed to Facebook.
Lexer tip!
Facebook currently only accepts online event data (including transactions) from the last 62 days. If any of your data is older than 62 days, you will receive an error.
To avoid this, it would be best to:
  • Ensure the Run Activation Daily box is checked (as in Step 5).
  • Check that your transaction data comes to the Hub in a timely manner (most Hubs update overnight).
  • If you run into any issues, you can contact our Support team (support@lexer.io).
  • Send a once-off activation

    The most common use case for these activations is to run this activation daily. You can however run this activation as a once off activation if this better suits your needs. To do this, simply uncheck the "Run this activation daily?" checkbox when setting the activation up or edit it once set up to stop it running daily (you can find this using the steps above). Make sure to click save on the activation.

    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.

    Facebook error messages
    For more information about Facebook specific error messages, check out their Error Codes.

    That's a wrap

    You're all set to dive into the world of Facebook offline campaigns using your Lexer Hub. We've covered everything you need to know, from the basics of Facebook offline to its incredible benefits and activation process. If you ever feel stuck or have any questions, don't hesitate to reach out to Lexer Support. Simply click on the chat bot in the bottom right corner of your browser, and we'll be there to help you every step of the way. You've got this!

    Updated:
    April 23, 2024
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