In this article, you'll learn:
- Where to paste your Offline Conversion Event Set ID in CommentSold.
- Where to paste your System User Access Token in CommentSold.
About Facebook Offline Conversion Events (OCE)
When Apple released its iOS 14.5 update, it gave users the ability to opt-out of data sharing. This changed the way Facebook attributed conversion. For example, if a shopper opted out of data sharing on Facebook or a retailer's mobile app, then the Facebook Pixel and SDK wouldn't be able to directly connect that shopper's webstore or app conversion to a specific Facebook ad.
Offline Converstion Events (OCE) API, however, uses personal information from events on a retailer's webstore or mobile app to connect and supplement potentially under-reported events to a Facebook ad.
To do this, Facebook uses a "fuzzy match" method to match events to ads. With fuzzy match, Facebook makes connections between campaigns that they are relatively certain influence an ad even on a retailer's app or webstore.
However, there are instances where OCE may overreport campaign performance, particularly performance from remarketing campaigns. Therefore, it is important to measure New Customer Acquisition and Remarketing campaign performance differently when using OCE.
- New Customer Acquisition. OCE is not likely to overreport the influence of New Customer Acquisition campaigns if a retailer excludes existing customers from targeting. If a retailer acquires a new customer, and they had viewed or clicked on the retailer's ad, then it is likely that the ad contributed to the acquisition of that customer.
- Remarketing. OCE will likely overreport the influence of remarketing campaigns on conversion events. Remarketing campaigns that target existing customers have a high likelihood of fuzzy matching to any purchase made by that customer within Facebook’s attribution window if they see or click on an ad in your campaign. We recommend measuring remarketing performance using Facebook’s standard 7-day click attribution window.
How Facebook OCEs Benefit Your Business
- OCE API automatically connects shoppers' event data to Facebook Ads Manager.
- OCE reports events that Facebook Pixel and mobile app SDK cannot track due to ad blockers or iOS 14.5 privacy permission settings.
- Helps you gain extra visibility into the value of your advertising campaigns that you would otherwise be missing.
Set Up Offline Conversion Events API (OCE)
You will use your Facebook Business Manager to set up an Offline Conversion Event. Learn how to create a Business Manager account here.
On Facebook, you will create an Offline Event Set. Facebook walks you through the steps here. Once you create the event, you can move forward with linking it to CommentSold. We walk through that process below.
- Select Social Setup in the side menu of your CommentSold dashboard.
- Select Business Manager from the options listed at the top of the page.
- In Facebook Events Manager, select your OCE Data Source on the left side of the page.
- Select Settings.
- Copy the Offline Event Set ID.
- In CommentSold, paste the ID in the Offline Event Set ID field.
- Select Update Event Set ID.
- In Facebook Business Manager, select System Users on the left side of the page.
- Locate and select your System User.
- If you haven't created a System User, you can do so by following steps 4-6 outlined here.
- Select Generate New Token.
- Select your source from the drop-down, then select Generate Token.
- Copy the Access Token.
- In CommentSold, paste the token in the System User Access Token field.
- Select Update System User Access Token.
- Understanding Facebook Ads and CommentSold. Learn everything there is to know about running Facebook ads for your webstore, social posts, and mobile app.
- Troubleshoot Mobile App Tracking via Facebook Ads. Troubleshoot common issues that might impact Facebook's ability to track traffic to your mobile app.
- Understanding ROI and Ad Spend. Learn how ad spend figures into ROI and how retailers can better prepare for a partnership with a marketing agency.