Leveraging True View of ROI through Facebook Offline Events4 min read
As marketers, any information related to your target audience such as their preference, choice, orientation, education qualification, place of living is and should be treated with interest. But people won’t buy everything online, conversions happen offline too.
Facebook’s offline events serve out to marketers understand that offline targeting and conversion measurement. It helps you can track (when) transactions occur in your physical business location and other offline channels after people see or engage with your Facebook ads.
This tool stands out as this is an offline tool which has, in turn, created a landmark since there have not been any offline tools available in the market.
“Companies have witnessed a 33% increase in attributed return on ad spend with the use of Offline Events.”
Why Offline Events?
Facebook does provide several tools that allow the marketers to track the web traffic and conversions, but that rarely helps determine whether the ad helped engage a sale offline or not.
Offline events compares your offline data with the metrics of your ad campaigns. For example, if your offline sales include the name of your customer and the product they bought. Offline events would compare this data with the metrics of the ad campaign for that product and gives you an improved analysis of your conversions.
“Capture the real life results from the Facebook ads”
What Does it Bring to Table?
With such a tool you can easily track down the results of the online Facebook ads to an offline sale. As a direct consequence, it will be a lot simpler and easier to plan and strategize your campaigns; execution of a well developed and laid out plan is set to increase and improve the sales!
The Offline Tool now permits you to upload the file from the CRM (Customer Relationship Management) software to let Facebook match the several users that were exposed to the ad to offline events. It even allows creating a clear and a full picture of the conversions that is done through the data shared and uploaded by the users on their respective profiles.
The Big Question: How to Maximize its Utility?
To unleash the full potential of the Facebook Offline Events tool all you have to do is to upload the offline purchase attributes in a Facebook Ads Manager account. If you haven’t done yet,
get started here.
So once you are successful in getting into the Ads Manager, the first step involves clicking on the “Offline Events” after which you will be lead through the creation process for the new offline event site. Before you hit the accept button, there is what you need to consider:
Name your offline event set and also add a description before linking your ad account.
In case you have multiple ad accounts in the Business Manager ensure that the correct account is active.
Set up the auto-tracking of the existing campaign. This will directly track offline events for the account that has been linked with the current and the coming future campaigns.
Uploading CRM files
The next step involves uploading the Offline Sales Events. You have to upload the .csv or .txt file from the CRM to build up an offline sales event. If the data is missing or incorrectly mapped, errors or warning may appear; it is imperative that you review of your data.
Now, to create a custom audience, all you need is to set up the identifiers from the CRM in order to discern the offline events. It is better to provide a humongous amount of data to increase the chances of matching. After deciding the suitable identifiers to use Facebook will provide a checkbox to check whether you are ready to launch your offline event set or not.
Final Step: Tracking and strategizing
The last step is where all your hard work will pay off. Now, all you have to do is assign the offline events to an ad. The Offline tracking will be present under the domain of the pixel tracks currently in the ad level of the Power Editor. In the Business Manager, you will be able to find the customized columns, where all the actions, cost per operations, the value of activities and also the conversions can be tracked off.
Until now, relating offline sales with the results of your online ad campaigns was more of guesswork than any solid connection. With offline events connecting the dots for you, marketers can feel empowered to make quality decisions, which reflect on the offline charts as well! A step closer towards the integration of massive pools of data, for quality decision making.