How Facebook Tracks Offline Conversions

Nathan Rizzuti Profile image

Written by:

Updated January 5, 2023

In the age of expanding consumer privacy laws, it can be difficult for businesses to track conversions. However, pixels are great ways to trace consumer behavior without intruding on their privacy. Knowing the ins and outs of the various social media platform tracking mechanisms is key to understanding the conversion path for online and offline purchases. Below, we’ll explain how Facebook tracks offline conversions and give tips on how you can leverage the platform for your benefit.


  • Facebook offers a tool that track’s the effect of social media advertising on offline conversions.
  • The tool requires businesses to input sales data into the tool; it then cross-references all purchases to see if they received Facebook ads before conversion.
  • Results from the offline conversion app are used to optimize ad creative/strategy and boost overall conversion rates.

If you want more information on other social media tracking methods, we have a great article explaining the LinkedIn tracking pixel. Or, if you want to stick to learning about Meta brands, continue your education with our article on how to create a Facebook pixel event.

Insider Tip

Facebook recommends that businesses wait 28 days between serving an ad and cross-referencing any sales data to in-person conversions.

Facebook Pixel Offline Events

Although online shopping is an enormous industry, most purchases are offline. However, this doesn’t mean that Facebook advertisements can’t play a part in making these conversions happen.

Many platforms, including Facebook, have developed methods to track how online behavior converts into real-life action. And, as you may guess, it’s all about having the correct data.

Meta even has a dedicated tool called Facebook Offline Conversions to help businesses and pages understand this process. It can help enterprises to understand essential metrics such as:

  • Amount of increased sales
  • Increases to a store’s foot traffic
  • Increases in brand engagement & event attendance
  • Measure return of ad spends

How does this offline conversion tool work?

The methodology behind the tool is simple. First, business owners upload their sales data. Then, Facebook analyzes this data to see any matches to users who clicked on or interacted with the Facebook ad. This information works both for in-person conversions and those made over the telephone.

How is the information processed?

When a customer purchases, an identifier, like a name or email address, may be linked to the Facebook account. Facebook cross-references this information with its user base and can determine if a Facebook ad contributed to the user’s conversion.

Because most purchases still happen in person, the offline conversion tool is beneficial in creating more effective ads. In addition, business owners can use offline conversion data to optimize ad strategy, to boost conversion rates.


Failing to track offline conversion can result in unnecessary spending on low-performing ads and even result in a loss of revenue.

Be sure to check out more of our similar content, like our article that answers if you can have multiple Facebook pixels on a website. Additionally, we have an article explaining the Snapchat pixel code and how to use it within your social media strategy.

STAT: In the United States, about 90% of all retail purchases occur offline. (source)

How Does Facebook Track Offline Conversions FAQs

How do you upload data to the offline conversion tracker?

You can use one of three ways: Facebook’s offline event manager, going through the API, or a Facebook partner integration tool.

Do you need a Facebook Business Manager account to use the offline conversion tool?

Yes, a Facebook Business Manager and Facebook ad account are necessary to set up your business and track offline conversions.
Nathan Rizzuti Profile image