Connecting Facebook with SegMetrics: Offline Conversions

Out of the box, SegMetrics’ ad attribution model is able to recognize when you gain new leads and customers as a result of ad clicks. We’re also able to attribute that lead’s first purchase back to the ad, even if the lead doesn’t purchase right away and returns later to buy. That’s great for understanding how your ads are performing at a high level, but the more data you’re able to send back to Facebook the better they can optimize your ads and audiences to further improve future conversion potential.

What Data Gets Sent Back to Facebook?

Our Offline Conversions feature sends all purchases from the previous 24 hours. This data includes

  • Email *
  • First Name *
  • Last Name *
  • IP Address
  • Click ID
  • Pixel ID (if available)
  • Value
  • Event Name (always "Purchase")
  • Event Time
  • Event ID (Invoice ID)
  • Event Source URL
  • Action Source (always "website")

* Values are hashed for anonymization. This is required by Facebook.


With the above data, Facebook then attempts to match up those purchases with an ad click. If they can, they will then attribute that purchase back to an ad campaign, adset and ad. Tracking is limited to 28 days. If for example, a click occurred 30 days before a sale, that click data will not be sent back to FB as a conversion.

In addition to offline conversions, SegMetrics can also send data into the Facebook Conversions API, detailed at the bottom of this page.

Create a New Offline Data Source in Facebook for Offline Conversions Sent by Segmetrics

If you have multiple Facebook Ads accounts, you’ll need to repeat the upcoming steps for each Facebook Ads account. If you already have an Offline Data Source you’d like to use, you can go ahead and skip the following steps and move on to the next section.

To create a new Facebook Offline Data Source:

  1. Head over to your Facebook Business Manager and be sure to select the correct business account with the ads you’ve integrated with SegMetrics
  2. From the left sidebar in Business Manager, click More Tools
  3. Click Events Manager
  4. Click the green “+” sign to create a new Data Source
  5. From the “Connect a New Data Source” window, select “Offline,” then click Get Started
  6. Name your offline data source something memorable, such as “SegMetrics Offline Conversions” and add an optional description - click Create
  7. Unless you'd like to associate this offline event with any new ad accounts you create in the future, be sure to disable the “Automatically Assign for New Ad Accounts” setting, then click Skip. If you already have multiple ad accounts, you'll be able to select the ad accounts you'd like to associate with your new offline event.
  8. Optional: assign access to other people on your team if needed, otherwise you may click the “x” in the top right of that box to close out that setting
  9. You should then see a success message on your screen, and click Done

Enabling Facebook Offline Conversions

To enable Facebook Offline Conversions in SegMetrics:

  1. Click the Gear icon at the top right of your account
  2. Click Integrations
  3. From the Integrations page, find the Facebook Ads Integration
  4. To the right of the integrated account, click Settings
  5. Click Setup Ad Tracking
  6. Scroll to the bottom of the page to the "Automatic Offline Conversions" setting
  7. Select the event set that you configured in the step above from the Available Event Sets
  8. Click Save Offline Conversion Settings

And that’s it, no other action needs to be taken to start automatically sending offline conversion back to your Facebook Ads account.  Every morning, SegMetrics will gather every purchase that we can tie back to an ad click from the previous day and send it over to Facebook.

Where Can I See My Offline Conversions?

Once SegMetrics has sent purchase data back to Facebook, which Facebook is able to match up to a purchase, you’ll then see those events inside of the Facebook Offline Event you’ve selected in the integration steps earlier in this help article. 

Here’s an example of how that looks inside of an offline event set in Facebook:

Sending Purchases to the Facebook Conversions API

Facebook’s Offline Conversion features is a “spray and pray” method of identifying customers, where all purchases are sent in, and Facebook does its best to match the purchases with the users in Facebook.

In comparison, the Facebook Conversions API (CAPI) is like a scalpel, uniquely identifying the ads that your customers clicked before making their purchases, and sending that information back into your Facebook pixel to identify purchases beyond Facebook’s standard attribution window.

To enable Facebook Conversions API in SegMetrics:

  1. Click the Gear icon at the top right of your account
  2. Click Integrations
  3. From the Integrations page, find the Facebook Ads Integration
  4. To the right of the integrated account, click Settings
  5. Click Setup Ad Tracking
  6. Scroll to the bottom of the page to the "Automatic Offline Conversions" setting
  7. Select the pixel you’d like to optimize from the Available Pixels drop-down
  8. Click Save Offline Conversion Settings

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