Your offline conversion results help you understand how effectively your ads are driving offline events. With this information, you might decide to optimise your ad campaigns, such as targeting the audience that helped you reach your desired outcomes or enabling an ad delivery optimisation option for your ads. Below are best practices for preparing, uploading and managing your offline event data to help inform your reporting and optimisation decisions.

Data preparation

• Event time: Use precise timestamps, including the minutes and seconds, if possible. This helps ensure that each unique event is included, such as multiple purchases made by the same person in one day.
• Value: Use the actual transaction value of your events to see the most accurate event values in your offline events reporting. You can see the aggregated monetary value of your uploaded events, matched events and attributed events to better understand the return on your ad spend.
• Order ID and item number: Use the Order ID field to provide a unique identifier for each transaction. Each Order ID should have a unique event time and customer associated with it. Order IDs can help deduplicate your offline events and improve attribution. If you want to split a transaction into multiple events, you can use the Item number field to provide unique item numbers for each event that is associated with the same order ID.

  Example:

  Event name	Event time	Value	Currency	Order ID	Item number
  Purchase	2018-01-24T11:04:42	12	USD	13579
  Purchase	2018-01-24T11:04:21	24	USD	13580
  Purchase	2018-01-24T11:12:05	48	USD	13581	1
  Purchase	2018-01-24T11:12:05	24	USD	13581	2

Learn more about preparing your offline event data.

Upload timing

• Automation: Upload offline event data directly to Facebook using the offline conversions API or a partner integration. These integrations provide automated ways to upload your offline event data. You can also upload your offline event data from the Offline events page in Events Manager.
• Frequency: Upload offline event data regularly, and in the order that the events occurred (sequentially by date) to help minimise gaps in your reporting.
• Deduplication: Upload only new offline event data since the time of your last upload, rather than cumulative data, to avoid uploading duplicate events. Previously uploaded events can't be deleted and our system can only deduplicate events uploaded within a set period of time.

Learn more about uploading your offline event data.

Event set management

• Ad account assignment and auto-tracking: It is recommended that you only have one offline event set. Your offline event data will be attributed to the ad accounts and campaigns that are assigned to that event set. An event set starts tracking an ad account starting from the time the ad account is assigned, so make sure that you assign ad accounts before your ad campaign runs. You can enable auto-tracking to have all new campaigns in an ad account automatically tracked in the future.
• Events Manager: Check your Offline events page in Events Manager to monitor upload activity and troubleshoot any issues. Look at events based on the dates they occurred to understand how they're attributed to people who you saw your ads up to 28 days before the event occurred. Review your upload history and the results of those uploads to improve your data preparation practices and upload schedule.

Learn more about managing your offline event data.

* Nguồn: Facebook