Offline conversions
Plenty of revenue never touches a website. A phone order, a store purchase, a deal closed in a CRM: none of it reaches an ad platform on its own, so campaigns optimize against the online conversions they can see and ignore the rest.
Offline conversions closes that gap. You point Signals at the system holding the record, map the fields, and the conversion is attributed back to the ad that caused it.
Sources and destinations
Section titled “Sources and destinations”Select the offline events Integration Type on the source, then connect any of the destinations below.
Supported sources
| Category | Supported |
|---|---|
| API | |
| CRM | |
| Database | |
| File & storage | |
| Warehouse |
Supported destinations
Getting the match right
Section titled “Getting the match right”Offline records are matched entirely on the identifiers you send, so the quality of your CRM data decides the outcome. Two failures account for most poor results.
- Phone numbers without a country code. Meta requires the country code even when all your data is from one country. A local format such as
05x...or0 98xxxhashed without the 971 or 91 prefix produces a hash that will never match. - Events carrying only weak identifiers. Meta treats an event as invalid where the customer information is only geography, gender and date of birth, or only a name plus gender. The whole event stream is silently discarded. CRM exports that map only those fields are the usual cause.
Email address and phone number carry the most weight at every destination, so a record holding neither matches at a much lower rate.
Timing
Section titled “Timing”Meta accepts an event_time up to 7 days in the past, and rejects the entire request if any event in it is older than that. Backfilling a long history in one batch will fail rather than partially succeed.