Facebook Offline Conversions are a little known feature in Facebook Advertising. Wicked Reports make the utilization of Offline Conversions, Wicked Easy. So, let's first answer a few questions...
What are Facebook Offline Conversions?
Facebook is using a Pixel that fires when someone lands on your thank you pages to attempt to tell you how well your Facebook Ads are performing. Facebook Offline Conversions is the ability to send your actual orders into Facebook, so they can confirm which orders actually were due to the clicks or views of your Ads. By sending the customer contact information and the amount of their order, into Facebook, they are better able to "confirm" that the Ads running, are actually helping you convert customers....and which people in your target audiences are most like your actual customers.
NOTE: It's important to understand that Offline Conversions are NOT only for sales that occur offline. This is a common misconception due to the name of this feature.
Why are Facebook Offline Conversions helpful?
There are a number of reasons that having Offline Conversions is helpful.
First and most importantly is that when Facebook can KNOW that an Order really did occur due to a click or view of a Facebook Ad, their algorithms are better optimized for your ads. This can result in better costs/click as well as having your ads show instead of others targeting similar audiences.
Also, when it comes to tracking Facebook Ads, Wicked Reports relies on clicks of ads. Many users are seeing ads or watching videos and not actually clicking on the ads. When sales can be tied to these views (instead of only clicks), Wicked Reports can provide even better attribution than what we would provide on our own.
How does Wicked Reports utilize Offline Conversions?
Wicked Reports is already tied into your order system and already has all the data needed to take advantage of Facebook Offline Conversions. To make it easy for you, Wicked Reports will send all of your Order data into Facebook each day. Facebook then takes a few days to do it's own attribution of these orders to the clicks and views it has in it's data. The next time Wicked Reports pulls your data from Facebook, we'll add the additional attribution to the Facebook Ad data we've already collected for you. This will allow us to provide even more accurate ROI information on your Facebook Ads.
When looking at your ROI Reports inside Wicked Reports, you can click on the sales count and see the popup of sales/contact attributed. From the data we're pulling from Facebook, you can now see how many orders each day are attributed to the campaign/ad via the Facebook Offline Conversions (where Wicked Reports could not attribute them previously).
The Order ID column will show "Matched Last Click/View Sale(s) from Facebook Offline Conversion Upload on this order date: X" (X will be the number of sales Facebook could attribute with Offline Conversions for that day)
Wicked Reports also populates a number of columns in the customer's Facebook Ad Account, accessible in the Facebook Power Editor:
Offline Purchases: This is a count of sales which Facebook has officially attributed via the Offline Conversion data we've passed into Facebook.
Offline Purchase Conversion Value: This is the revenue of the sales which Facebook has officially attributed via the Offline Conversion data we've passed into Facebook.
Wicked Sales last click attribution: This is a count of sales which Wicked Reports has determined had a different last click than what Facebook shows. This could be a click on an Email or a Google Adwords ad or any other tracked click, other than the one Facebook thinks it was.
Wicked Sales 0 last click attribution: This is a count of sales for which Wicked Reports does NOT have a Last Click Attribution, but Facebook does. This could be due to your Wicked Reports last click attribution time window, tracking errors on your Facebook Ad or perhaps missing Wicked Tracking code on landing pages, etc.
Wicked Sales 0 attribution: This is a count of sales which Wicked Reports has NO attribution of any kind, but Facebook does. This could be due to your Wicked Reports last click attribution time window, tracking errors on your Facebook Ad or perhaps missing Wicked Tracking code on landing pages, etc.
How do I setup Facebook Offline Conversions in Wicked Reports?
Requirements for setting up Facebook Offline Converstions:
- Your Facebook Ad Account must be a Manager Account. We cannot send Offline Conversion data if the account is not a Manager Account
- You MUST accept Facebook's Terms of Service for Offline Conversions
The first step to set up Offline Conversions is to Accept the Facebook Terms & Conditions within your Facebook Ad account. You can do so by following these steps:
2. Select the correct Facebook Ad Account
3. Agree to the Terms of Service
4. When authorizing Facebook from Wicked Reports, you will be presented with the checkbox option below and you can select it. If you've already Authorized Facebook and need to go back to set up Facebook Offline Conversions, you'll go to the Authorizations screen and find your Facebook Authorizations. You'll click the Settings optin and select the checkbox to permit Wicked Reports to send your order data to Facebook.
Once your Authorization is complete, the Facebook Offline Conversion process will continue everyday going forward.