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.

Lexer helps retailers measure how their Facebook ads lead to real-world purchases by integrating with Facebook's Conversions API (CAPI). This server-side integration focuses specifically on tracking purchase events, both online and offline, though this article covers only offline conversions. For online purchase tracking, please see our separate article on online conversions.

How does it work?

Offline conversions let you measure how your ads across Meta technologies lead to real-world outcomes. By comparing offline conversions from your physical stores to people who saw or clicked your ads, you can understand your campaigns' true effectiveness.

Key benefits:

  • Track in-store purchase activity and attribute it to your Facebook ads
  • Measure the offline return on your ad spend
  • Create audiences based on offline behaviors:
    • Target people based on their offline actions
    • Create Lookalike Audiences similar to your offline customers
    • Improve ad delivery across Meta technologies

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

  1. A customer views an ad on Facebook
  2. The customer makes a purchase in your physical store
  3. Lexer receives this purchase data and enriches it against the customer's profile
  4. Lexer sends the enriched purchase data directly to Facebook via the Conversions API
  5. Facebook matches this server-side data to the customer's digital persona to attribute the conversion

Summary

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

Direction

What direction does the data flow?

⬜️ Data source: None

✅ Data destination: Purchase events are sent to Facebook as conversions

Type

Lexer loads these types of data

✅ Purchases

Source method

How Lexer loads data from this source.

N/A

Destination method

How Lexer sends data to this source.

✅ API

Status

What is the status of the integration?

Full Release

Lexer product compatibility

What Lexer products is the integration compatible with?

✅ Activate

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.

Connect your Facebook Business account with Lexer

To begin the offline conversions integration, connect your Facebook Business account to Lexer:

  1. Navigate to Manage > Integrations in your Lexer Hub
  2. Locate and select Facebook Business
  3. Click Integrate Facebook Ads
  4. When prompted, log in with your Facebook Business account credentials
  5. Upon successful authentication, you'll see your Facebook account listed in the integration panel

Create a new Meta Dataset

To set up offline conversions, you'll first need to create a new dataset in Meta Events Manager:

  1. From Meta Events Manager, click Connect data to begin creating a new dataset.
  2. From the connection options, select Offline as your dataset type. This is for tracking offline activities like in-store purchases.
  3. Click Create new dataset and give it a meaningful name (e.g., "Lexer - Store Sales"). This helps identify the purpose of your offline conversion tracking.
  4. When asked about setup guidance, select Do it yourself since we'll be configuring this manually.
  5. For the connection method, choose Conversions API and Meta pixel (recommended). This provides the most reliable tracking of conversions.
  6. In the Conversions API setup screen, select Set up manually. This gives us full control over the implementation.
  7. Review the implementation overview, which outlines three key steps:
    • Creating personalized instructions
    • Implementing the API
    • Monitoring event metrics
  8. In the event selection screen, select Purchase as your event type. This is the only event type we'll be tracking.
  9. Leave the event parameters set to the defaults.
  10. Review your setup configuration, confirming your selected:
    • Event detail parameters
    • Customer information parameters
  11. At the instructions screen, you can either:
    • Send implementation instructions to a developer
    • Follow the manual implementation guide yourself
  12. Once configured, you'll return to the overview screen. Click Settings and copy your Dataset ID (we need to add this to Lexer).
  13. In Settings, scroll down to the "Turn on automatic advanced matching" section and enable the toggle for "Automatic website matching"

This dataset will be used to receive your offline conversion data from Lexer. You can read more about this process here.

Connect your Dataset with Lexer

Once you have created your dataset in Meta, you can link it to Lexer to start sending offline conversion data. You'll need your Dataset ID to complete this step.

  • Navigate to your Facebook Ads account in Lexer
  • Click New Offline Event Set
  • Configure your activation:
    • Enter a name for your activation
    • Select your Lexer dataset containing in-store purchase data
    • Enter your Meta Dataset ID
    • Enable Limited Data Use (LDU) for CCPA compliance (required)
    • Enable 'Run this activation daily'
    • Save your configuration
  • Your activation will begin running in the next 24 hours and will continue to run once a day. After the first activation completes, your data will start appearing in Facebook.

    Review your Conversion Events in Meta

    After connecting Lexer with your Meta offline conversions, you'll want to verify that your purchase events are being received correctly. Here's how to check your conversion events in Meta:

    1. Go to Meta Events Manager and locate your dataset:
      • Click on Data Sources in the left navigation
      • Find and select the dataset you configured for Lexer
    2. View your Purchase events:
      • In the dataset Overview tab
      • Scroll down to the Events table
      • Locate and click on the Purchase event type
    3. Monitor your event activity:
      • You'll see a graph showing event volume over time
      • The timeline shows how many purchase events were received each day
      • Note that events can take up to 30 minutes to appear
    4. Analyze event details:
      • Click View Details for more comprehensive information
      • Check event match quality to ensure proper customer matching
      • Review parameters being received with each event

    This view helps you confirm that Lexer is successfully sending your offline purchase data to Meta and allows you to monitor the ongoing health of your integration.

    California Consumer Privacy Act (CCPA)

    Meta requires all users of offline conversions to comply with the California Consumer Privacy Act (CCPA). This means you must enable Limited Data Use (LDU) when sending offline conversion data.

    When you enable LDU in Lexer:

    • Meta processes California residents' data with limited data processing
    • Meta helps ensure your compliance with CCPA requirements
    • Meta restricts how California residents' data can be used

    Important: Disabling LDU indicates that none of your customers are California residents. Incorrectly identifying California residents' data can result in legal consequences under California law.

    For more information:

    Next Steps

    You've now set up offline conversion tracking between Lexer and Meta. This integration enables you to track how your Facebook ads drive in-store purchases, measure offline return on ad spend, and create audiences based on offline customer behavior.

    If you need assistance at any time, contact Lexer Support via the chat bot in your browser, review Meta's documentation for offline conversions, or monitor your Event Match Quality in Meta Events Manager. Remember to regularly check your conversion data to ensure everything is tracking correctly.

    Updated:
    February 17, 2025
    Did this page help you?
    Thank you! Your feedback has been received!
    Oops! Something went wrong while submitting the form, for assistance please contact support@lexer.io
    Welcome to Lexer!
    Fundamentals
    Getting started
    Our glossary
    Fundamentals
    Getting started
    Integrations
    Fundamentals
    Setup
    My account
    Fundamentals
    Setup
    Manage team
    Fundamentals
    Setup
    Group permissions
    Fundamentals
    Setup
    Classifications
    Fundamentals
    Setup
    Out of the box segments
    Fundamentals
    Setup
    Lexi your AI companion
    Fundamentals
    Lexi
    Browser guide
    Fundamentals
    Security
    Corporate networks
    Fundamentals
    Security
    Emergency contact
    Fundamentals
    Security
    Multi-factor authentication
    Fundamentals
    Security
    Single sign-on
    Fundamentals
    Security
    Lexer's Identity Resolution
    Fundamentals
    Identity Resolution
    Lexer's ultimate troubleshooting guide
    Fundamentals
    Troubleshooting
    Troubleshooting tech issues
    Fundamentals
    Troubleshooting
    Troubleshooting integrations
    Fundamentals
    Troubleshooting
    Troubleshooting Activate
    Fundamentals
    Troubleshooting
    Troubleshooting Respond
    Fundamentals
    Troubleshooting
    Help! My data is missing from the Hub
    Fundamentals
    Troubleshooting
    How data is ingested into the CDP
    Data
    Self Serve Onboarding
    Getting started onboarding data
    Data
    Self Serve Onboarding
    Understanding APIs
    Data
    Self Serve Onboarding
    Providing JSON data to Lexer
    Data
    Self Serve Onboarding
    Providing CSV data to Lexer
    Data
    Self Serve Onboarding
    Upload using SFTP
    Data
    Self Serve Onboarding
    Secure file upload
    Data
    Self Serve Onboarding
    Upload using S3
    Data
    Self Serve Onboarding
    Lexer data specification
    Data
    Data Specification
    Customer data specification
    Data
    Data Specification
    Commerce data specification
    Data
    Data Specification
    Marketing data specification
    Data
    Data Specification
    Compliance data specification
    Data
    Data Specification
    Rate limits
    Data
    APIs
    Product imagery
    Data
    Formatting
    Currency conversion
    Data
    Formatting
    Dataset management
    Data
    Datasets
    Chatbot API
    Data
    APIs
    Activity API
    Data
    APIs
    Visualize API
    Hidden from nav
    Read API
    Data
    APIs
    Lexer Javascript Tag basics
    Data
    Javascript Tag
    Export to CSV
    Measure
    Listen
    Data in the CDXP
    Data
    Customer Data
    CRM data
    Data
    Customer Data
    Transaction data
    Data
    Customer Data
    Email data
    Data
    Customer Data
    Experian
    Data
    Partner data
    Customer Service data
    Data
    Customer Data
    Segment overview
    Understand
    Segment
    Creating segments
    Understand
    Segment
    Smart Search
    Understand
    Segment
    Export attribute results
    Understand
    Segment
    Contact a customer
    Understand
    Segment
    Fixing a disabled segment
    Understand
    Segment
    Profile tab
    Understand
    Segment
    Lexer's attributes
    Understand
    Attributes
    Predictive attributes
    Understand
    Attributes
    Attribute value types
    Understand
    Attributes
    Compare segments
    Understand
    Compare
    Compare attributes
    Understand
    Compare
    Activate overview
    Engage
    Activate
    Ongoing activations
    Engage
    Activate
    Audience splits
    Engage
    Activate
    A/B splits
    Engage
    Activate
    Control group splits
    Engage
    Activate
    Inbox filtering
    Engage
    Respond
    Ignored Senders
    Engage
    Respond
    Forms for service
    Engage
    Respond
    Workflow states
    Engage
    Respond
    Bulk changes
    Engage
    Respond
    Scheduled replies
    Engage
    Respond
    Message templates
    Engage
    Respond
    Customer profiles
    Engage
    Respond
    Grouped messages
    Engage
    Respond
    Automation rules
    Engage
    Respond
    Redact messages
    Engage
    Respond
    Where do your best customers live? Use geographic insights to maximize media spend and conversion
    Grow
    Where do your best customers live? Use geographic insights to maximize media spend and conversion
    Suppression audiences: How to use them and maximize your media effectiveness
    Enrich
    Suppression audiences: How to use them and maximize your media effectiveness
    Measure campaign effectiveness: Track your KPIs and report on campaign performance
    Enrich
    Measure campaign effectiveness: Track your KPIs and report on campaign performance
    Converting prospects: Acquire customers from your current, engaged prospect base (and save your ad spend!)
    Acquire
    Converting prospects: Acquire customers from your current, engaged prospect base (and save your ad spend!)
    Understanding customer intent: Effective message personalization for buyers who shop outside their gender
    Grow
    Understanding customer intent: Effective message personalization for buyers who shop outside their gender
    Deepen customer understanding: Use third-party data to identify insights for personalized messaging and increased engagement
    Grow
    Deepen customer understanding: Use third-party data to identify insights for personalized messaging and increased engagement
    Basket analysis: Increasing customer lifetime value through targeted product bundling
    Grow
    Basket analysis: Increasing customer lifetime value through targeted product bundling
    Persona building: Personalize your messaging for maximum return on your campaign investments
    Grow
    Persona building: Personalize your messaging for maximum return on your campaign investments
    Driving customer loyalty: Identify, keep, and grow your most loyal customers
    Retain
    Driving customer loyalty: Identify, keep, and grow your most loyal customers
    Increasing customer lifetime value: Upselling strategies
    Grow
    Increasing customer lifetime value: Upselling strategies
    Reactivating lapsed customers: Retention and growth
    Retain
    Reactivating lapsed customers: Retention and growth
    Welcome offer strategies: Using the Hub for analysis
    Acquire
    Welcome offer strategies: Using the Hub for analysis
    Creating customer forms: Best practices
    Enrich
    Creating customer forms: Best practices
    Connecting your MarTech stack with Lexer!
    Enrich
    Connecting your MarTech stack with Lexer!
    Identifying win-back customers using the Second Last Order: Date attribute
    Retain
    Identifying win-back customers using the Second Last Order: Date attribute
    Understanding customers' purchasing habits: Order Sequence filter
    Grow
    Understanding customers' purchasing habits: Order Sequence filter
    Maximizing customer communications in Respond
    Retain
    Maximizing customer communications in Respond
    Using Product Recommendation in the Hub to encourage repeat purchases
    Grow
    Using Product Recommendation in the Hub to encourage repeat purchases
    Encouraging customer loyalty using birthday campaigns
    Retain
    Encouraging customer loyalty using birthday campaigns
    Increasing customer lifetime value: Converting your one-time buyers into two-time buyers
    Grow
    Increasing customer lifetime value: Converting your one-time buyers into two-time buyers
    Collecting zero-party data using Lexer Forms
    Enrich
    Collecting zero-party data using Lexer Forms
    Measuring your data over time with Track
    Enrich
    Measuring your data over time with Track
    UTM Creation Guidelines
    UTM Creation Guidelines
    UTM Creation Guidelines
    Brand Assets
    Brand Assets
    Brand Assets
    GTM guide to creating marketing materials with Lexer
    GTM guide to creating marketing materials with Lexer
    GTM guide to creating marketing materials with Lexer
    How to use the Lexer Form Builder
    How to use the Lexer Form Builder
    How to use the Lexer Form Builder
    Explore our standard integrations
    Explore our standard integrations
    Explore our standard integrations
    Operating a CDP Practice LP
    Operating a CDP Practice LP
    Operating a CDP Practice LP
    LP Sales Enablement
    LP Sales Enablement
    LP Sales Enablement
    Video Training Courses LP
    Video Training Courses LP
    Video Training Courses LP
    Purpose and Mission
    Purpose and Mission
    Purpose and Mission
    Brand & Marketing LP
    Brand & Marketing LP
    Brand & Marketing LP
    Stage 3 - QBRs and Customer insights
    Stage 3 - QBRs and Customer insights
    Stage 3 - QBRs and Customer insights
    Client Onboarding Journey
    Client Onboarding Journey
    Client Onboarding Journey
    Start your CDP Practice
    Start your CDP Practice
    Start your CDP Practice
    Lexer Messaging
    Lexer Messaging
    Lexer Messaging
    Pain point conversations
    Pain point conversations
    Pain point conversations
    Lexer Ideal Customer Profile & Positioning
    Lexer Ideal Customer Profile & Positioning
    Lexer Ideal Customer Profile & Positioning
    Referral Partner Program Overview
    Referral Partner Program Overview
    Referral Partner Program Overview
    Demo Hub Guide
    Demo Hub Guide
    Demo Hub Guide