how to track in-store sales with facebook ads

Anna Pas

Social AcademyOffline Events

ROPO

Image Source: DigitasLBi

Facebook Offline Events (Measuring ROPO)

Offline Events: How-to

• Track the success of your social campaigns, both online & offline• Set up your Offline Events tracking while creating your ads• Measure your results post-campaign• Use datafile with Converters’ data• Ask for as much segmented data as possible!

FB Advert Manager

Offline Events: Set up

FB Advert Manager > Offline Event Dashboard FB Advert Manager > Offline Event Dashboard

Offline Events: Set up & start tracking

FB Advert Manager > Offline Event Dashboard FB Advert Manager > Create Ad Dashboard

Offline Events: Measuring & Reporting

FB Advert Manager > Offline Event Dashboard

FB Advert Manager > Offline Event Dashboard

Offline Events: Data mapping

Example of a Customer Data File

Data file identifiers

Offline Events: Data Mapping (the tricky bit!)

FB Advert Manager > Offline Event Dashboard

Offline Events: Event Name Mapping

FB Advert Manager > Offline Event Dashboard

Offline Events: Event Name Mapping (the tricky bits!)

• Every entry must have an Event Time to match up with your conversion window.• Every entry must include an Event Name that is one of the following case-

sensitive strings: Purchase, Lead, Other, ViewContent, Search, AddToCart, AddToWishList, InitiateCheckout, AddPaymentInfo, or CompleteRegistration. If this missing when you upload your offline event sets, you will be prompted to choose a value that applies to all entries.

• Purchase events must contain the Value field and a Currency. While you can choose to set Value to zero, this turns off the ability to measure cost performance metrics and cost-based optimization features.

• Every entry must also contain some type of information that can match with Facebook users (first name, last name, email, mobile number).

Offline Events: Reporting (Campaign Dashboard)

FB Advert Manager > Campaign / Ad set / ads Dashboard > Customise Columns

Offline Events: Top Tips

• Always include the country code as part of your customer's phone numbers, even if all your data is from the same country.

• Always include your customers' countries in their own column in your file, even if all of your data is from the same country (FB matches data on a global scale)

• Upload only new data since the time of your last upload, rather than cumulative data, for optimal results.

• Resources: • https://www.facebook.com/business/help/1782327938668950• Sample data file to download HERE• http://www.jonloomer.com/2016/11/04/offline-events/

Offline Events: Ideas & Inspiration

• Apply to clients who sell offline (shop, phone, in person etc.)• Encourage clients to collect as much data as possible to match up with

identifier fields in FB dashboard (first name, last name, email is a must!)• Track customers who fell out from FB Pixel tracking and/or may not be

tracked in GA as Assisted Conversions• Apply to overall multi-channel reporting: “For every X sale online, there’s

5X sales offline”• Demonstrate the power of digital!