Facebook Offline Conversions

Wicked Reports uses Facebook Offline Conversions to give incremental anonymous attribution to Facebook when we feel it is fair and realistic to do so.

Should you use Facebook Offline Conversions via Wicked Reports?

  • Do you trust anonymous 28-day view and click data from Facebook if it is only considered in the manner Wicked Reports considers the data as described in this document?
  • Do you want trust view-through conversions in general?
  • Does your marketing funnel have a lot of Facebook video?
  • Are you ok with ignoring Facebook offline conversion purchases that might overlap with Facebook pixel purchases from within the Facebook ad manager?
  • Do you actually have purchase done offline that you drive with Facebook campaigns?

If your answers are "Yes" to the questions above, then you will want Facebook Offline Conversions turned on within Wicked Reports.

Why Wicked Facebook Offline Conversion Sync was Created

We created this feature because it increased the amount of attribution coverage for heavy Facebook advertisers, especially those that incorporate video.

Facebook offline converisons  are usually used by Facebook advertisers to tell Facebook when a CRM or POS system has made a conversion offline in a manner that would not be detectable by the Facebook pixel. 

However, Wicked Reports worked with Facebook to give an additional benefit - provide incremental, anonymous attribution to Facebook advertising when there is no detected last click from any of your marketing channels.

Each day for Last Click attribution, Wicked Reports attributes sales back to the last click detected.  We then transparently show all click and sale data when looking our ROI reporting.

This works great for clicks.  However, there are marketing strategies that involve Facebook video views, but not clicks, that deserve credit in some situations.

The question is, when does a video view deserve attribution credit, and can it be trusted when the data is anonymous?  Here's what we've done to make sure the answer is yes.

How Wicked Facebook Offline Conversion Sync Works

  1. For all sales that have zero last click attribution, we send the order data up to Facebook in a batch file.
  2. Facebook attempts to match the customer to the last Facebook ad viewed or clicked on.
  3. Facebook attributes the order revenue anonymously to ads in a return file.
  4. Wicked Reports uses the anonymous attribution data to increment the revenue and ROI of the campaigns and ads returned by Facebook.

How this data looks inside of Facebook

Choose the offline conversion category,

and you can add some additional custom conversion columns created by our Facebook offline conversion feature.

 
Offline Purchases: This is a count of sales which Facebook has officially attributed via the Offline Conversion data we've passed into Facebook.
 
Offline Purchase Conversion Value:  This is the revenue of the sales which Facebook has officially attributed via the Offline Conversion data we've passed into Facebook.
 
Wicked Sales last click attribution This is a count of sales which Wicked Reports has determined had a different last click than what Facebook shows.  This could be a click on an Email or a Google Adwords ad or any other tracked click, other than the one Facebook thinks it was.
 
Wicked Sales 0 last click attribution:  This is a count of sales for which Wicked Reports does NOT have a Last Click Attribution, but Facebook does.  This could be due to your Wicked Reports last click attribution time window, tracking errors on your Facebook Ad or perhaps missing Wicked Tracking code on landing pages, etc.
 
Wicked Sales 0 attribution:  This is a count of sales which Wicked Reports has NO attribution of any kind, but Facebook does.  This could be due to your Wicked Reports last click attribution time window, tracking errors on your Facebook Ad or perhaps missing Wicked Tracking code on landing pages, etc.

How do I setup Facebook Offline Conversions in Wicked Reports?

  • Your Facebook Ad Account must be a Manager Account.  We cannot send Offline Conversion data if the account is not a Manager Account
  • You MUST accept Facebook's Terms of Service (TOS) for Offline Conversions
The first step to set up Offline Conversions is to Accept the Facebook Terms & Conditions within your Facebook Ad account. To do this, follow the steps outlined here: https://www.facebook.com/business/help/155437961572700?id=565900110447546

Then, when authorizing Facebook from Wicked Reports, you will be presented with the checkbox option below and you can select it.  If you've already Authorized Facebook and need to go back to set up Facebook Offline Conversions, you'll go to the Authorizations screen and find your Facebook Authorizations.  You'll click the Settings option and select the checkbox to permit Wicked Reports to send your order data to Facebook.

Screen Shot 2020-09-17 at 11.33.45 AM

Once your Authorization is complete, the Facebook Offline Conversion process will continue everyday going forward.  It can be turned off at anytime.

FAQ

I don't want my customer data sent to Facebook, what should I do?

Turn this feature off.

 

I don't trust Facebook conversion data. Should I turn this off?

It depends.  If you agree with Wicked's logic on when to use Facebook conversion data with this feature, keep it on. If you don't, turn it off.

 

I don't like how this conversion data looks inside of Facebook because when I add website purchases and offline purchases together, the total number of sales is too high. What should I do?

You should not add those purchase counts together, there is likely overlap.  Fortunately, the Facebook campaign optimization options do not consider both purchase types, it's either one or the other.  If it is driving you crazy to see the overlapping conversions, you can remove those columns from your Facebook reporting, or turn the feature off.

 

I've read this doc and I'm not sure what to do, what do you advise?

We advise you to turn it on because customers almost always prefer more ad platform attribution over organic traffic attribution.