This document provides guidance on setting up and using Facebook's Offline Events tool to measure Return on Ad Spend (ROAS) from offline sales generated by social media campaigns. It outlines how to track offline events by setting up event tracking in ads, collecting customer data, mapping data to event types, and reporting offline events and sales in the Campaign Dashboard. Tips are provided such as including country codes, uploading only new data, and using offline events to demonstrate the impact of digital ads on offline sales.

1. Anna Pas

2. Social Academy
Offline Events

3. ROPO
Image Source: DigitasLBi

4. Facebook Offline Events (Measuring ROPO)

5. 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

6. Offline Events: Set up
FB Advert Manager > Offline Event Dashboard FB Advert Manager > Offline Event Dashboard

7. Offline Events: Set up & start tracking
FB Advert Manager > Offline Event Dashboard FB Advert Manager > Create Ad Dashboard

8. Offline Events: Measuring & Reporting
FB Advert Manager > Offline Event Dashboard
FB Advert Manager > Offline Event Dashboard

9. Offline Events: Data mapping
Example of a Customer Data File
Data file identifiers

10. Offline Events: Data Mapping (the tricky bit!)
FB Advert Manager > Offline Event Dashboard

11. Offline Events: Event Name Mapping
FB Advert Manager > Offline Event Dashboard

12. 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).

13. Offline Events: Reporting (Campaign Dashboard)
FB Advert Manager > Campaign / Ad set / ads Dashboard > Customise Columns

14. 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/

15. 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!