Facebook’s Lead Ads are great (and if you aren’t using them – you need to be…).
And now you can integrate Lead Ads with Offline Conversions.
Facebook rolled out Offline Events last August so you can evaluate how your Facebook ads drive offline conversions such as foot traffic, event attendance, or sales in your brick-and-mortar location.
Previously, you couldn’t track these results accurately (or at all). The only reliable metrics were for online events that could be tracked with Facebook’s conversion pixel. The ability to track offline events is a huge development both for local businesses and those that primarily sell in-store.
Facebook’s Offline Events works by syncing hard data of what’s happening offline with your Facebook ads. Specifically, you upload a file that has information like the customer’s name, purchase, and date of purchase. Facebook then compares that data with the users who saw specific ad campaigns, and gives you a more accurate conversion analysis.
According to Facebook:
Lead ads were designed to make mobile signups easy by removing the usual friction of filling out an online form. This saves people time, and makes sure that businesses collect information that’s important to them.
But it’s hard to understand what’s working. Acquiring information and intent from interested people is just one step in the path to converting a lead into a customer, and currently, marketers are trying a little bit of everything to move people down the conversion path, including phone calls, in-person visits or in-store transactions. For example, an auto brand might want to optimize their lead ads to those resulting in dealer visits, or a business operating in the field of education might want to optimize to lead ads resulting in people who begin the application process or a business services client might want to optimize lead ads that result in people who becomes sales qualified. By sharing this information, businesses can attribute success to the right channels and optimize their campaign accordingly.
Because these events occur in a non-digital space, it’s difficult for marketers to attribute these actions against the original campaign and verify the overall efficacy of their spends. We believe marketers should be able to build campaigns around what drives actual transactions. That’s why we created the Offline Conversion solution to help marketers overcome this challenge. By allowing businesses to connect their CRM, point of sale (POS) or call center systems to their Facebook ad campaigns, marketers get attribution and insight they need to understand the non-digital outcomes of any Facebook campaign, including which lead ads are more effective at driving real business results.
With the Offline Conversion solution, businesses can:
•Direct connections between ads and results, whether a sale in a store, a booking over the phone or an in-person meeting you can see, measure and adjust their campaigns based on real downstream metrics that matter to their business.
•Create campaigns based on offline success by targeting high-value customers from the prior month using Custom Audiences and Lookalike Audiences, and excluding in-store purchasers to find new local prospects.
•Gain insights and build campaigns based on the actual transactions by retargeting buyers of a certain category with the next product or service you’d like them to buy.
To take advantage of this integration today, you must have a Facebook Business Manager, a Facebook app, a Business Manager system user and access token generated for that system user, and an offline event set. Learn more about getting started with the Offline Conversion solution on the Facebook Advertiser Help Center.
With Facebook’s Offline Events, you can more reliably track offline events triggered by your Facebook ads. It may take a bit of work to set up, but the effort will be worth it, especially for local brands and businesses that rely on in-store activity.