What Is Facebook Offline Conversions and Why Should You Care?

Marketing is one of the most important responsibilities you have as a business owner. More specifically, digital marketing is something that your company should heavily invest in.

It’s also in your best interest to take advantage of what social media can offer. For those who are unaware, Facebook Offline Conversions is a powerful tool that you can add to your marketing strategy.

Let’s explore what you should know.

So, What Is Facebook Offline Conversions?

As you might infer from the name, this tool allows you to use offline data in order to better understand and engage with your audience.

To elaborate, you can use it to track data related to offline events. In combination with other forms of data acquisition, you can target your demographic more effectively in the future.

In practice, this is used to collect and analyze in-person sale information. After all, your digital strategy won’t be able to account for this type of situation.

In-person data is still highly beneficial to collect, however.

How Does It Function?

Depending on the industry you operate in, the offline events you deal with will vary. However, common examples include sales at a brick-and-mortar location and offline phone bookings.

Qualified leads can also fall into this category.

You will also find that these offline events can come from a variety of different sources. More often than not, they will come from your point-of-sale system or your call center.

Regardless of the industry that you are involved in, the data you collect from these offline events is largely consistent across different types of businesses. In general, this will typically include:

  • Date of birth
  • Gender
  • Contact info (such as email address or phone number)
  • The type of event/time it occurred
  • Item number/order ID
  • Value of the transaction

The list doesn’t stop here, and there is a large amount of other information that you could take into consideration depending on your needs. For instance, a company with multiple branches or locations throughout the United States may wish to determine what locations have the most in-person sales.

Once you have collected this information, you can then upload it to the Offline Conversions tool and create an Offline Conversions Set.

You then have the opportunity to create a data map for this information and compile it with your existing metrics.

How Can It Impact My Advertising Revenue?

In order to optimize your Facebook marketing, there are three primary metrics that you should consider:

  • Matched events
  • Attributed events
  • Events received

“Events received” refers to the datasets that you upload onto the Facebook tool. “Attributed events” is the number of events that occurred that Facebook is able to match with a particular user.

To clarify, Facebook is able to determine whether or not a user from an event interacted with one of your ads. This leads us to “matched events,” which are datasets that Facebook is able to correlate with a specific user.

It should come as no surprise that having access to all of this information can drastically improve your understanding of your audience. This will lead to the development of more effective ads in the future.

By extension, this will directly help you increase sales. The primary benefits here are determining what strategies work and which need improvement.

How Can It Benefit My Business Overall?

Many entrepreneurs tended to forego the opportunity to use this tool due to the additional work it requires. However, it is fully capable of providing exponential returns.

For instance, a solid Offline Conversions dataset can provide you with invaluable information about your customers. You can likely determine their favorite products, the typical concerns they may have, and their general behavior when they engage with your brand.

From here, you can fine-tune your overall Facebook marketing strategy. Not only does this prevent you from wasting money on ineffective ads, but it allows you to get the highest ROI possible.

Over time, you will begin to optimize your sales funnel and increase the total number of customers and leads that you acquire. When integrated correctly, this tool can help you leverage Facebook as your primary advertising channel.

So, Should I Use It?

Put simply — yes, you should.

In many cases, the data you acquire from using this tool will be highly beneficial. You can supplement your existing digital marketing strategies, and you can also gain more insight into your audience.

Overall, it allows you to have better control of your customer data. This is something that many companies struggle with across a variety of different industries.

Another important attribute to consider is the fact that organic social media content is not nearly as effective as it used to be. Additionally, “boosting” posts does not provide enough of a return to justify the expense.

Paid Facebook ads, however, are still highly effective. So, improving the potency of your Facebook advertising campaigns can help generate a significant amount of revenue.

From here, you can scale your campaigns even further and acquire even more data.

This Tool Could Be Game-Changing

The above guide has all information you need to know to determine whether or not Facebook Offline Conversions is right for your business. When implemented correctly, you’ll find that it can drastically increase how effective your marketing strategies are.

Want to learn more about what we have to offer? Feel free to get in touch with us today and see how we can help.