Facebook's Lead Ads were created to make mobile signups easier by eliminating the usual process of filling out online forms. The feature saves time, improves experience, and provides business the ability to collect information about users directly from Facebook..
But usually, it's difficult to understand what's working.
Businesses try anything to get people to move down the conversion path. For example, marketers use phone calls, in-person visits or in-store transaction. While those can help businesses to get more leads, those events occur offline. It can be difficult for marketers to attribute those non-digital actions against their original Facebook campaign. This in turn makes them difficult to track their spending efficiency.
This is where Facebook created Offline Conversion solution.
Announced in May 9th, 2017, Offline Conversion helps marketers integrate their campaign with offline systems such as CRMs, POS or call centers. They can automatically connect those systems to upload the outcome of leads generated by Facebook campaigns into their ads manager.
To use Offline Conversion, businesses need to have a Facebook Business Manager, a Facebook app, a Business Manager system user and a granted access token for that user, as well as an offline event set.
By having Offline Conversion integrated with their campaign, marketers can track conversion activity through the sales cycle and map it back to specific campaigns and lead ads.
In addition to being able to optimize existing campaigns based on offline performance data, advertisers can also target high-value customers using Lookalike Audiences of lead ad segments using Custom Audiences, excluding in-store purchasers to find new local prospects. retarget lead customers with upsells or new products or sequence ads based on where users are in the funnel.
To connect a CRM or other systems to Facebook's Offline Conversion, advertisers can:
- Use Facebook’s native Upload Offline Events manager.
- Use Salesforce and Marketo that have their own built-in connections to it.
- Use Leadsbridge to connect to other CRMs that have been integrated.
- Use Zapier to connect apps, including email services and other tools.
- Build into Facebook’s Offline Conversion API.
