Overview

Follow this guide to learn about Offline Data Quality (ODQ) in Meta (Facebook) and how you can use it to improve offline conversion attribution and data quality.

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Read More: About Offline Data Quality

Read this guide from Meta (Facebook) to learn more about Offline Data Quality.

Understanding Meta's Offline Data Quality Score

What is Offline Data Quality?

Offline Data Quality (ODQ) on Meta (Facebook) is a measurement of how effectively offline conversion events are matched back to Meta users. These events typically occur outside of a browser session, such as offline purchases, subscriptions, or CRM-based actions sent via server-side integrations.

ODQ reflects the quality and completeness of customer information included with offline events. Higher-quality data improves Meta’s ability to accurately attribute conversions, optimize delivery, and report performance.

How Offline Data Quality is Determined:

Offline Data Quality is evaluated by Meta based on:

• The customer information parameters included with offline events
• The percentage of offline events successfully matched to Meta users

Meta assesses whether offline events contain sufficient identifiers—such as email addresses or other persistent identifiers, to associate those events with user accounts on Meta platforms.

Like other Meta data quality metrics, ODQ is calculated using recent data, so maintaining a consistent flow of properly structured offline events is important for accurate scoring.

Improving Your Offline Data Quality

• Increase Coverage of Customer Information Parameters: Including more reliable customer identifiers with offline events increases the likelihood of successful matching. Identifiers such as email addresses and external IDs are especially valuable for offline attribution.
• Send Consistent Offline Events: Regularly sending offline events ensures Meta has enough recent data to evaluate match quality and attribution performance.
• Focus on Persistent Identifiers: Offline events often occur after the initial website session. Providing identifiers that persist beyond a single session helps Meta match those events back to known users.

How Does the dl_subscribe Event Affect Offline Data Quality?

The dl_subscribe event plays an important role in improving Offline Data Quality by helping establish a durable user identity that can later be used to match offline events.

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Read More: dl_subscribe Event

Follow this guide to learn more about the dl_subscribe event.

Key Impacts of the dl_subscribe Event on Offline Data Quality:

• Establishes Persistent User Identity: The dl_subscribe event captures customer identifiers, such as email, that can be reused for future offline events. This persistence is critical for matching offline conversions back to Meta users.
• Improves Offline Match Rates: When offline events include identifiers previously established through dl_subscribe, Meta can more confidently associate those events with user accounts, improving ODQ.
• Supports Server-Side and Offline Attribution: Offline conversions are often sent hours or days after the original interaction. The identity context created by dl_subscribe helps bridge that gap.
• Enhances Campaign Optimization: Higher-quality offline matching allows Meta to better optimize campaigns that rely on offline conversion signals, such as subscription signups or CRM-based purchases.
• Improves Reporting Accuracy: Strong Offline Data Quality reduces ambiguity in reporting, making it easier to trust offline conversion metrics in Meta Ads Manager.

How to Maximize the Impact of the dl_subscribe Event for ODQ:

To improve Offline Data Quality using dl_subscribe, consider the following best practices:

• Trigger dl_subscribe at High-Intent Moments: Fire the event when users willingly provide identifying information, such as during subscriptions or account creation.
• Ensure Identifier Consistency: Use the same customer identifiers for both dl_subscribe and subsequent offline events to improve match confidence.
• Maintain a Reliable Offline Event Pipeline: Ensure offline events are consistently sent server-side with the identifiers established earlier in the user journey.
• Review Offline Attribution Regularly: Monitor offline reporting in Meta to ensure events are being matched and attributed as expected.