Facebook Offline Conversions

Facebook Offline Conversions lets you measure your sales in the offline world, resulting through your online Facebook ads. It helps you leverage the offline events data by tracking the in-store purchases, phone orders, bookings, etc.

This destination is now deprecated.

To send your event data from RudderStack to Facebook by leveraging the Conversions API, see the Facebook Conversions destination documentation.

Getting started

RudderStack supports sending event data to Facebook Offline Conversions via the following connection modes:

Once you have confirmed that the source platform supports sending events to Facebook Offline Conversions, follow these steps:

1. From your RudderStack dashboard, add the source. Then, from the list of destinations, select Facebook Offline Conversions.
2. Assign a name to your destination and click Continue.

Connection settings

To successfully configure Facebook Offline Conversions as a destination, you will need to configure the following settings:

• System User Access Token: Enter your system user access token from the Facebook Business account. Refer to the FAQ section for more information on obtaining the access token.
• Map your events with Facebook Standard Events: Use this setting to map the standard Facebook events with custom event names. You can map one or more custom events to a standard Facebook event but not vice-versa.
• Map Facebook Standard Events With Event Set IDs: Use this setting to map the standard Facebook events (specified in the above setting) to Facebook event set ID’s. You can map one or more standard Facebook events to event set ID’s and vice-versa. Refer to the FAQ section for more information on obtaining the event set ID’s.

If a Facebook standard event is mapped to more than one event set ID, RudderStack will send an event for every event set ID.

• Map Categories to Facebook Content Types: Enter the category value and the corresponding Facebook content_type which should be mapped to each other. This content_type is sent to Facebook every time you send the specified category value via RudderStack. Refer to the Sending custom content_type section for more information on sending the customized content_type to Facebook.
• Value Field Identifier: Enter the identifier you want to assign to the value field in Facebook’s event payload. The default value is set to properties.value.
• Limited Data Usage: Enable this setting to let RudderStack take the data processing information from the payload and send it to Facebook.
• Enable Hashing: This setting is enabled by default and hash encodes the user data using SHA256. Facebook expects the user data to be hash encoded.

Track

You can use the track call to capture user events along with the properties associated with them.

Facebook’s conversion attribution window is 28 days. Hence, it is recommended to send your server-side track conversions within 62 days of the occurrence of offline conversions.

The event name sent in the track call must be mapped in the Map Facebook Standard Events With Event Set IDs RudderStack dashboard setting otherwise, an error is thrown.

A sample track call is shown below:

rudderanalytics.track({
  userId: 'user@1',
  event: 'Product Added',
  properties: {
    products: [{
      id: 1,
      category: 'Games',
      brand: 'Hasbro',
      price: 18.99,
      quantity: 1,
    }],
    order_id: 'cart1234',
    price: 18.99,
    currency: "USD"
  },
  traits: {
    email: 'alex@example.com',
    phone: '+1-202-555-0146',
    gender: 'male',
    firstName: 'Alex',
    lastName: "Keener",
    address: {
      city: 'New Orleans',
      state: 'Louisiana',
      postalCode: '90009',
      country: 'USA'
    }
  },
  context: {
    "dataProcessingOptions": [
      [
        "LDU"
      ],
      1,
      1000
    ],
  }
});

If your server has access to Facebook’s leadId from their Lead Ads product, you can choose to send it using the integration specific options. The leadId is mapped via externalId:

"externalId": [
  {
  "id": "leadId-value",
  "type": "LeadId"
  }, ]

Property mappings

The following table lists the event property mappings between RudderStack and Facebook Offline Conversions:

Note the following important points while sending event data to Facebook Offline Conversions:

• At least one match_key is required to send an event successfully. RudderStack uses SHA256 encoding to hash all match_keys that include personally identifiable data in compliance with Facebook’s privacy requirements.
• If you send a products array using the properties object, RudderStack sends only the id, quantity, brand, category, and price properties for each product. The reason is that Facebook throws an error on encountering any property apart from these.
• If you send an event name as Product List Viewed, the value of content_type key is set as product_group otherwise, it is set as product.
• RudderStack sends a conversion event as long as it contains a userId. However, it is recommended to send as much user data through context.traits for better attribution results.
• You can send either the firstName and lastName separately or just the name property. RudderStack maps it to fn and ln on its own.

Sending custom content_type

You can either send the custom content_type by specifying it in the Map Categories to Facebook Content Types dashboard setting or via the integrations object:

"integrations": {
  "FacebookOfflineConversions": {
    "contentType": "sending dedicated content type for this particular payload"
  }
}

The priority order of setting the content_type value is as follows:

1. content_type provided in the integrations object is given the highest priority.
2. content_type provided in the RudderStack dashboard is given the second highest priority.
3. If none of the above is provided, the content_type is set to product by default, except in the following cases:

• If Product List Viewed event is sent:
  • with products array, then the content_type is set to product.
  • without the products array, then the content_type is set to product_group.
• If Product Viewed event is mapped in the RudderStack dashboard, then the content_type is set to product.
• If Product Viewed event is not mapped in RudderStack dashboard (default mapping is set to View Content event) and is sent:
  • with products array, then the content_type is set to product.
  • without the products array, then the content_type is set to product_group.
• If any other event is mapped to the Facebook standard event View Content in the RudderStack dashboard and is sent:
  • with products array, then the content_type is set to product.
  • without the products array, then the content_type is set to product_group.

FAQ

Where can I find the System User Access Token?

1. Log in to the Facebook Business account.
2. Go to Business Settings > Users > System users.
3. Click Generate New Token, select your app from the dropdown, and ads_management permission.
4. Click Generate Token as shown:

Where can I find the event set ID in Facebook dashboard?

1. Log in to the Facebook Business account.
2. Go to Business Settings > Data Sources > Offline event sets and select Open in Events Manager. You can see the event set ID as shown:

Which permissions are required to upload the offline event data?

Refer to the Facebook dcoumentation to know about the detailed permissions required to upload offline event data.

Questions? Contact us by email or on Slack