- Facebook offline conversions
improve your conversion tracking
by giving you better one-day click attribution
without the random 72-hour delay.
They also give you more detailed breakdowns
inside the Facebook Ad Manager.
What that means is you can see breakdowns
of your conversion events
based on demographics and placement,
which you can't do with web events or even CAPI events.
So it's a great way to get more insights
into your conversions and better data.
So in this video, I'm gonna show you how to set up
Facebook offline conversion events using Zapier.
It's really easy and only takes a few minutes.
Let's dive straight in.
The first thing you need to do
is go over to your Meta Business Suite.
That's at business.facebook.com.
If you haven't already got a Business Suite account,
you will need to set one up.
Once you're here, you need to go down to Settings
and then we're going to choose More business settings.
From here, we're going to go Data Sources
and click on Offline event sets.
Now, what we need to do at this point
is add a new offline event set by clicking Add
and then giving it a name.
You can call it whatever you like.
I called mine offline event set 3. Click Create.
Now you need to select the ad accounts that you want to use
with this offline event set.
You can select one or more depending on your setup.
Click Next and then click Okay.
Now you just need to assign a person
from within your business
to this particular offline event set.
So I'm just going to select myself
and give me all of the permissions possible
for this event set and click Done.
Okay, once you've done that,
the next step is to go into Zapier and set it all up.
So head over to Zapier, which is Zapier.com.
If you don't already have an account,
you can set one up for free.
Once you log in, you should see a screen like this
and you can click Create Zap.
Now, the first thing you need to do is set up your trigger,
and the trigger that you use will depend on,
first of all, the event that you want to track
and second, the backend systems that you use.
So let's use an example where you want to track a purchase.
You're going to want to select
your checkout software as the trigger,
because every time someone makes a purchase,
they come through your checkout software.
So it's the best source of data for these offline events.
For me, I use ThriveCarts.
I'm going to use ThriveCart, select that one.
Now, the event that we want to choose
is when somebody makes a purchase.
So in this case,
I'm going to scroll down and select Product Purchase.
Click Continue.
Now, if you haven't already
connected your checkout software to Zapier,
it's going to ask you to do that at this point.
Go ahead and follow those steps.
For me, I've already connected mine,
so I'm just going to choose the account.
Click Continue.
Now, here we need to set up the details of our trigger.
So you can select the product
that you want to trigger based on.
So I'm going to click here, select a product.
This means whenever this product
that I've chosen is purchased,
it's going to trigger this event.
You can actually go through here
and select multiple products if you like
so that this one Zap can be triggered
every time someone purchases any of your products
and then sends that offline event to Facebook.
So select the one or more products that you want,
go down here and choose any other options.
So you can actually specify things
like if you only want this event sent back to Facebook
when somebody picks a specific pricing option
or uses a coupon code.
For me, that's not the case.
I just wanna send all purchases back to Facebook.
So I'm going to click Continue.
And then I'm going to click Test trigger.
What this does is this pulls in data for you to use
to continue on the rest of the Zap setup.
So we're going to do that. Click Continue.
Now for this next step, you wanna choose the action
and the action we want to take whenever somebody purchases
is we want to send that data back to Facebook
as an offline conversion event.
So we're going to type here, Facebook offline conversions
and then choose the event.
So we want it to send an offline event. Click Continue.
Choose your account.
Now, we simply choose our Facebook account.
If you haven't already connected Facebook to this,
it's going to ask you to do that.
So again, follow those steps. Click Continue.
Now we simply set up the details for our offline event.
So click on your business account.
Select your particular account.
Event set, this will be the event set
that you set up just a few minutes ago.
So you can see I've got mine right here.
Now, the event time, because I use ThriveCart,
it actually has a date time timestamp of the purchase.
So I can go through and choose that.
You should have that with your checkout as well, most do.
Select that.
And then you simply go through each of these fields
and match up the data coming in from your checkout
to the relevant field.
So for email, I can go through and click email.
Phone, if you've got it, select that. First name, last name.
And you should simply go through each of these fields
and match as many as you can.
The reason you wanna do this
is because the more data you can send back to Facebook,
the better the match rate will be.
Meaning, the more likely it is
that Facebook will be able to match
this conversion with a user
and a click inside of Facebook.
So go through and match each of those
until you get all the way down here to event name
and then you wanna click here
and choose the actual event name.
So for me, as I said, this is a purchase event,
so I'm going to choose purchase.
If you're tracking leads
or add to cart or anything else,
you would choose whichever one is relevant to you.
But in this case, I'm choosing purchase.
Now, the content type here is a product
and the value is going to be the value coming in
from your checkout software.
So it should come in as a field.
Make sure you select that one.
Now, for currency,
if your checkout passes through a particular currency,
then you should select the value
passed through from your checkout.
So in this case, I can choose currency.
If your checkout doesn't pass it through,
then you should enter it in manually
simply by typing it in up here.
Okay, so now we go down,
fill in any other fields that are applicable.
Things like lead ID, order ID.
If they come through via your checkout, you can select them.
If not, it doesn't matter, just skip those.
Okay, now the event status, data processing options.
If you need to enter data processing options here
because you have specific laws
in your country that require you to do so,
make sure you do that.
Otherwise you can simply skip that step as well.
If you're not sure what that means,
there is an option here that you can click
to get all of the details.
I won't go through it in this video
because it's not super relevant.
Okay, once you've done that, simply click Continue.
Hit Test & continue.
And once that's done,
you can click Publish Zap and you're good to go.
Now I've just shown you how to do it for a purchase event.
The next one I will show you is how to do it for a lead,
because it is a little bit different.
So I'm going to go back out of here now
and I'm going to create a new event.
So I'm going to click Create Zap.
Now, in this case, I'm not going to choose my checkout.
I'm going to choose my email service provider,
which is ActiveCampaign.
And the reason for that
is because when somebody comes in as a lead,
they're not buying anything,
so my checkout isn't relevant here.
But what they are doing is being added to an email list.
So I'm gonna click on ActiveCampaign
and you choose your event here.
Now you can do this multiple different ways.
If somebody gets a specific tag
whenever they come in as a lead, you can choose tag,
tag added or removed.
Or if they get added to a specific list,
you can choose list.
So I'm going to, in my case,
trigger this based on whenever somebody is added to a list.
And click Continue.
Choose your account.
So in this case, I'm choosing my ActiveCampaign account
and then select the list that is relevant.
If you chose tag,
you can choose the tag that is relevant at this point.
So I'm clicking that one. Click Continue.
And then again, we simply test that trigger.
Once you've done that, click Continue.
Once again, go in to the Facebook offline conversions.
The event is send offline event. Continue.
Choose an account, same as before.
And now, these steps are all very similar.
We select our business account.
We choose the same event set.
Except for here,
we are going to have far fewer fields to actually match up.
Most likely you're only going to be able to match
the email address, maybe a name,
and depending on the other fields
that you collect in your form,
there might be a few others,
but most likely it's going to be name and email address.
The date and time you are most likely
going to be able to pull in
from your email service provider.
I'm going to search here for date.
And I'm gonna bring in the date time
that they were actually added to my list.
That's important because it is going to help
with your tracking on the Facebook Ad Manager side as well.
And again, you just go through here,
match up the email address and the first name, last name,
and any other details that you have.
Now, when you get down here to event name,
this is another important distinction
between this one and the purchase.
In this case, you want to choose lead.
And in content type,
you don't need to choose anything in this case.
Value, again, you don't need to enter anything here
unless your leads have a specific value,
but in most cases it's going to be zero
and you can leave currency blank as well.
Once you've done that, you'll click Continue.
Click Test & continue. Publish that Zap.
And now you've got a Zap that will send your lead events
back to Facebook as offline conversion events.
So you've just seen how to set up two different Zaps.
One that sends back your leads
as Facebook offline conversion events to Facebook
and one that sends back your purchases.
Now this is going to give you extra data
inside the Facebook Ad Manager,
but there are some really important things you need to know
when you're looking at your data inside the Ad Manager
if you're using offline events.
So let's go over to the Ad Manager and take a look.
Once you start tracking offline events,
you will see separate columns for these
inside the Ad Manager.
You'll also see we have a dropdown here
and you can select an offline conversions column set
that will also show
specifically your offline conversion events.
Now, the most important thing to note here
is that when you are looking
at your conversions inside of Facebook,
if you look at your leads total or your purchases total,
it's going to show duplicate events here,
meaning it will show all of the leads that were tracked
via your Pixel or the Conversions API
plus all of your offline conversion events.
Now, that will result in duplication,
because if one lead comes in,
it's going to be tracked via your Pixel
and it's also going to be tracked as an offline event.
So one lead will be tracked in your leads column as two.
So you need to understand
and know how to separate these columns out
to look at your data and understand your data properly.
So as you can see here,
this account has been tracking offline leads
as well as website leads for a short period of time.
You can see we've got 174 website leads
and nine offline leads recorded.
So in our leads column, we have the total, which is 183,
but we don't actually have 183 leads total.
We have 174 leads tracked via website conversions
and we have nine tracked via offline.
And some of those may overlap.
So it's important to view these different columns
and understand exactly what you're seeing here
so that you're not counting the same leads twice.
The same will happen with your website purchases.
We've got our total website purchases,
but we also have our offline purchases as well.
And you need to understand that some of those may overlap.
So you need to choose one or the other
as your reference point.
And I recommend using offline conversions in most cases
because that's going to be probably a more reliable number
than the website tracking.
Now, you can actually go into columns here, as I said,
and view just offline conversions.
And you can see just your offline leads
and offline purchases
if you are tracking those as well here,
or you can go in and customize your columns,
and this allows you to actually track unique purchases
and this is very helpful.
So if we type in purchase
and we've got our purchases event here,
we can track our total, but we can also track unique.
And that comes in really handy
because now instead of having to either rely
on our offline conversion column
or our website conversion column,
this will actually tell us which ones were unique,
meaning we have no overlap.
So by selecting unique purchases,
we can see exactly how many purchases we had
without having the overlap or the double counting
that comes with using offline and website conversions.
Now, unfortunately we can't do that with leads
and with all of our other conversion events,
it's only with some.
But thankfully for purchases,
which is our most important one,
we can look at unique events.
Now the very last important thing to do
is if you haven't done this already,
make sure you sign up for my newsletter.
The link is down in the description.
Every week I send out an email
that helps you become a better Facebook advertiser
and a better digital marketer.
So if you're not on the list already,
make sure you sign up for that.
And finally, while we're on the topic
of conversion tracking,
if you haven't set up the Conversions API yet,
make sure you watch this video next,
where I'll walk you through how to do that
really quickly and easily as well.
Hope you've enjoyed this video.
I'll see you in the next one. Bye.