Anna Pas

Social Academy
Offline 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!