how to track in-store sales with facebook ads
TRANSCRIPT
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!