When should you use the offline Conversions API?
First, let’s back up. The Conversions API allows businesses to send first-party conversion events to Meta. This helps improve attributionAttribution is how Meta gives credit to an ad for a conversion. Your Attribution Setting determines how your ad will be delivered and the reporting attribution window. The default Attribution Setting is 7-day click and 1-day view, which means that anyone who converts within 7 days of clicking or 1 day of viewing your ad will be counted as a conversion. More used for reporting and optimizationThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More.
Two Methods
There are two primary ways to leverage the Conversions APIConversions API provides a direct connection between your conversion results and Meta to be used for ad set optimization and reporting. Examples include both web and offline events. By using a Conversions API, you can send Meta a more complete picture of conversion activity to help improve your results. More.
1. The most common is the web API. This allows you to send a second set of conversion events to fill in the blanks when the pixel fails.
2. The second leverages offline events, usually from your CRM. When someone completes a task or receives a tag, the event is sent to Meta.
When to Send Offline Events
Ideally, use the offline ConversionsA conversion is counted whenever a website visitor performs an action that fires a standard event, custom event, or custom conversion. Examples of conversions include purchases, leads, content views, add to cart, and registrations. More API when your customer’s website activity doesn’t trigger the conversion. Maybe they made a purchase in your physical store. Or a salesperson contacted them and closed the sale without going to your website.
You could send all events from your CRM, but you will need to deduplicate online conversions. Otherwise, whenever the same event is sent from both your CRM and website, it will be counted twice. While deduplication is possible, this is a technical hurdle that will require some expertise.
The easiest solution is only to send offline or CRM events when there isn’t a website element — like in the examples given earlier..
Do you send offline events via the API?
