A B2B client ran Meta ads, collected leads via forms, but deals closed over the phone — through sales reps.
In Ads Manager:
• ROAS = zero,
• CPA = sky-high.
But we knew Meta was driving real customers — Meta just didn’t.
Offline conversions were happening, but Meta didn’t see them. Result: no learning, no optimization.
If deals close via calls, WhatsApp, CRM, or in person — Meta won’t know unless you tell it. By default, it only sees site/app events.
So what happens?
• Meta thinks ads don’t work.
• Kills “underperforming” creatives and audiences.
• You waste budget testing new ideas while proven ads silently convert.
Advertising and analytics live in different worlds.
Here’s how I connected them:
1. Set up offline conversion tracking via CAPI. Automate via CRM/API tools.
2. Include required fields:
• event_name (e.g. Purchase)
• event_id (if available)
• user_data (hashed email, phone, etc.)
• fbclid (to connect the ad click)
3. Use GTM SS for proper attribution.
If sales happen post-visit — via messengers, CRM, meetings — offline conversions are key to real attribution and better optimization.
What proper setup gives you:
• Meta sees real customers,
• Learns from actual buyers, not just form fillers,
• CPA drops,
• campaigns finally optimize correctly
What to do:
• send conversions from your CRM — not just your site,
• include user data for matching
• upload events regularly, not once a month.
Offline conversions = your missing link to Meta efficiency.
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