Overview

This guide provides a step-by-step process for setting up and confirming offline conversions using the Facebook (Meta) Conversions API through Elevar and Facebook Event Manager.

Facebook Offline Conversion API:

The Conversions API is Meta’s preferred method for transmitting offline and physical store events for ad measurement, attribution, and targeting purposes.

To use this API, offline events must be associated with a dataset, which consolidates event data from various sources such as Meta Pixel, App Events API, Offline Conversions API, and Messaging Events API. Datasets facilitate the management of event data from web, app, store, and messaging sources through a unified interface, simplifying the process and reducing the need for multiple API integrations. To learn more about Facebook's offline conversion API, read this article.

How to Setup an Offline Conversion API for Facebook (Meta)

Access Facebook Destination:

• Begin on the homepage of your Elevar Account and use the left-hand menu to click on the "My Tracking" tab.
• Once in "My Tracking" section, navigate to your destinations and select the Facebook destination.
  • (See Figure 1)

Figure 1

Customize Facebook Settings by Channel:

• Within in the Facebook destination use the "Setup Steps" box and click on the "Facebook Settings" tab.
• Locate the section of the page titled "Advanced Options" and click on the drop-down button.
  • Navigate to the section of the page titled "Customize by Channel".
  • Use the text box labeled "Channel Code" and use the drop-down menu to select an order channel that is used for offline orders (e.g. shopify_draft_order, pos).
  • Use the text box labeled "Action Source" and use the drop-down menu to select "Physical Store".
• Once you have selected all of the required information for customizing the Facebook destination settings by channel, click on the "Save" button located at the bottom of the page.
• (See Figure 2)

_Figure 2_

Filter Transactions:

• After customizing the Facebook destination settings by channel, you will need to ensure that you are not blocking offline transactions.
• Within in the Facebook destination use the "Setup Steps" box and click on the "Filter Transactions" tab.
  • Navigate to the section of the page titled "Block some transactions" and ensure that you are not blocking the previously selected order channel required for offline conversions (e.g., shopify_draft_order, pos).
  • If you are blocking a required order channel, click on the "x" or delete button located next to the order channel. Then click on the "Save" button located at the bottom of the page.
    • (See Figure 3)

_Figure 3_

How to Confirm Offline Conversion API for Facebook (Meta)

Access Event Activity:

• Begin on the homepage of your Facebook Event Manager account and use the left-hand menu to click on the "Data Sources" tab.
• A list of your stores will appear and click on the desire store.
• Navigate to the section of the page titled "Event Activity" and use the drop-down menu within the Events filter box to select only the "Offline" tab.
  • (See Figure 4)

_Figure 4_

View Report:

• After selected all of the required information for viewing offline conversions within Facebook Event Manager, you will see a report with the offline orders.
  • (See Figure 5)

_Figure 5_