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Maximizing Facebook Conversions with Offline Events

Published on: November 20 2023 by Pabbly

Maximizing Facebook Conversions with Offline Events

Table of Contents

  1. Introduction
  2. Understanding Offline Conversions from Facebook
  3. Automating the Workflow with Webhooks
  4. Setting up the Trigger Window
  5. Mapping Webhook Response to Public Connect
  6. Sending Offline Conversion Events to Facebook
  7. Creating an Offline Event Set in Facebook Business Suite
  8. Connecting Public Connect with Facebook Offline Conversions
  9. Mapping Response Details to Send Offline Purchase Events
  10. Testing and Verifying the Automation

Understanding Offline Conversions from Facebook

In this article, we will explore how to sign offline events to Facebook using the conversion API. Offline conversions refer to the process of sending conversion details from both online and offline sources back to Facebook ads. By automating this process using webhooks, we can optimize our Facebook ads and drive better results. We will start by setting up the trigger window and capturing the webhook response from any platform. Then, we will send these responses as offline conversions to Facebook using the Facebook conversion offline API. Whether you want to send offline conversion events from an eCommerce store, lead forms, or any other platform, this automation will help you streamline the process.

Automating the Workflow with Webhooks

To automate the process of signing offline events to Facebook, we will be using webhooks in conjunction with a platform called Public Connect. Webhooks allow us to add a web URL to any platform that supports them, and then capture the conversion details from that platform. In this article, we will use the example of WooCommerce to demonstrate how to capture details from an eCommerce store. However, the concept can be applied to any platform that supports webhooks. By following the steps outlined in this article, you can automate the process of sending offline conversion events to Facebook and optimize your ads.

Setting up the Trigger Window

To begin the automation process, we need to set up the trigger window in Public Connect. The trigger window is responsible for capturing the webhook response from the platform where the conversion details are generated. In this case, we will be capturing the response from WooCommerce. To set up the trigger window, we'll create a workflow in Public Connect and name it "Webhook to Facebook Offline Conversion". Within the workflow, we'll find the trigger window and configure it to capture the webhook response. By adding the webhook URL provided by Public Connect to the appropriate platform (in our case, WooCommerce), we can start receiving the conversion details.

Mapping Webhook Response to Public Connect

Once we have set up the trigger window and added the webhook URL to the platform, we can start capturing the webhook response in Public Connect. The webhook response contains the details of the conversion event, such as customer information and purchase details. In Public Connect, we'll map each response field to the corresponding field in the trigger window. This mapping ensures that the captured details are correctly associated with the offline conversion event. By mapping the response fields, we can ensure that the data is sent accurately to Facebook.

Sending Offline Conversion Events to Facebook

After capturing the webhook response, the next step is to send the offline conversion events to Facebook. In this case, we will be sending a purchase event to Facebook using the Facebook offline conversion action in Public Connect. To do this, we'll configure the action window in Public Connect by selecting the appropriate event type (in this case, send offline purchase event) and connecting our Facebook account. The action window also allows us to map the captured response details to the corresponding fields required by Facebook. By completing this step, we can successfully send the offline conversion events to Facebook and optimize our ads based on the captured data.

Creating an Offline Event Set in Facebook Business Suite

Before we can send offline conversion events to Facebook, we need to create an offline event set in Facebook Business Suite. The offline event set acts as a container for the conversion events and allows Facebook to match the data with the ads. In Facebook Business Suite, we'll navigate to the settings page and select the data sources option. From there, we'll choose offline event sets and create a new one. Once the offline event set is created, we'll select it in Public Connect to ensure that the offline conversion events are associated with the correct business account.

Connecting Public Connect with Facebook Offline Conversions

To establish the connection between Public Connect and Facebook offline conversions, we'll authenticate our Facebook account in Public Connect. By connecting the accounts, Public Connect can access the necessary permissions to send offline conversion events to Facebook. Once the connection is established, we can select the desired business account from Facebook Business Suite and specify the offline event set that corresponds to the conversion events. This connection ensures that the offline conversion events are sent to the correct Facebook account.

Mapping Response Details to Send Offline Purchase Events

To send offline purchase events to Facebook, we need to map the response details from the webhook to the fields required by Facebook. This includes mapping fields such as first name, last name, phone number, email, city, state, ZIP code, currency, and value. By mapping these details, we ensure that the offline purchase events are accurately recorded in Facebook. We also have the option to include custom data by mapping custom keys and values. By completing this step, we can send offline purchase events to Facebook and optimize our ads based on the captured data.

Testing and Verifying the Automation

Once the setup is complete, it is crucial to test and verify the automation workflow. By placing a test order in the eCommerce store (in our case, WooCommerce), we can ensure that the webhook response is correctly captured in Public Connect and the offline conversion events are successfully sent to Facebook. We can also check the Facebook Business Suite to confirm that the offline conversion events are received and associated with the correct business account. By testing and verifying the automation, we can ensure that it is working as expected and optimize our ad campaigns accordingly.

Pros:

  • Streamlines the process of sending offline conversion events to Facebook.
  • Automates the capture of conversion details from various platforms.
  • Allows for optimization of Facebook ads based on captured offline conversion data.

Cons:

  • Requires setting up webhooks and configuring the trigger and action windows in Public Connect.
  • Depends on the availability and accuracy of conversion details from the webhook response.
  • May require technical knowledge to set up and configure the automation workflow.

Highlights

  • Learn how to automate the process of sending offline conversion events to Facebook.
  • Use webhooks and Public Connect to capture conversion details from various platforms.
  • Optimize your Facebook ads based on the captured offline conversion data.
  • Set up trigger and action windows in Public Connect to automate the workflow.
  • Create an offline event set in Facebook Business Suite to associate the conversion events.
  • Map the webhook response details to the fields required by Facebook.
  • Test and verify the automation to ensure its effectiveness.

Frequently Asked Questions (FAQ)

Q: What is an offline conversion event? A: An offline conversion event refers to a conversion that occurs outside of the online platform, such as a purchase made in a physical store or through a phone call. By capturing and sending these offline conversion events to Facebook, businesses can optimize their ad campaigns accordingly.

Q: Does this automation work with platforms other than WooCommerce? A: Yes, the automation workflow can be applied to any platform that supports webhooks. Whether it's an eCommerce store, lead forms, or any other platform, as long as it can integrate with webhooks, you can capture the conversion details and send them as offline conversion events to Facebook.

Q: Can I customize the mapping of response details in the workflow? A: Yes, you have the flexibility to map the response details from the webhook to the corresponding fields required by Facebook. This allows you to customize the data sent as offline conversion events and optimize your ads based on the specific information captured.

Q: How reliable is the automation workflow? A: The reliability of the automation workflow depends on the stability and accuracy of the webhook response and the proper configuration of the trigger and action windows in Public Connect. Ensuring that the webhook is set up correctly and accurately mapping the response details will enhance the reliability of the workflow.

Q: Can I track multiple types of offline conversion events using this automation? A: Yes, the automation workflow can be adapted to track various types of offline conversion events by selecting the appropriate action event in the action window of Public Connect. Whether it's a purchase event, a lead event, or any other offline conversion event, you can configure the workflow to meet your specific tracking needs.

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