Description:

Meta Offline Conversions API is a tool that enables businesses to track and measure the impact of their Meta ads on offline sales and other business outcomes. It allows businesses to connect their online ad campaigns on Meta to in-store purchases, phone orders, or other offline conversions, by syncing their customer data with Meta’s ad platform.

Goals:

Meta Offline Conversions API helps improve returns on Ad spends (ROAS) through the following capabilities:

• Connect online ad campaigns to offline sales and other business outcomes.
• Measure the real-world impact of Snapchat ads on business results.
• Optimize ad targeting, creative, and messaging for better engagement and ROI.
• Improve the effectiveness of overall marketing efforts.

Source Set-up:

Offline event data originates from systems like CRMs, file storage, or databases that capture customer interactions such as in-store purchases, call center conversions, or form submissions. This data is extracted, cleaned, and structured for downstream use.

Destination Set-up:

The Meta Offline Conversions API destination is set up using a Dataset ID, which can be created or accessed through the Meta Ads Manager interface, part of a Meta for Business account. The API is authenticated using an access token, which can be generated from the Pixel settings in Meta Ads Manager.

Pre-Requisites:

• Access to an offline data source like a CRM, File storage, Database etc.
• Access to Meta Business Manager to obtain Dataset ID and Access token.
• Offline events enabled on the Dataset ID

The set up of Meta Offline Conversions API (CAPI) comprises of below 2 steps:

Step 1: Set-up Offline Events Source

Step 2: Set-up Meta Offline Conversions API (CAPI) data destination