Facebook Offline Conversions Setup Guide

Offline Conversions let you connect your offline events and activity (e.g. phone orders, in-store purchases, CRM opportunities) back to your Facebook Ads campaigns. This is done via a Dataset in Events Manager and using the Conversions API (CAPI).

Step One – Create a Dataset in Facebook Ads

1. Go to Events Manager.
2. Select Data Sources > Add Data Source > Offline / Dataset.
3. Give your dataset a name and save.
4. Open the dataset details and copy the Dataset ID.
5. Share this Dataset ID with your Ruler account manager.

Step Two – Generate a Facebook Access Token

To authenticate with the Conversions API, you need an access token tied to your System User.

1. Go to Business Settings > Users > System Users.
2. If you don’t already have a System User, create one.
3. Select the System User and click Generate New Token.
4. Choose your App (the one registered for CAPI use).
5. Select permissions:
   • ads_management (required for offline conversions)
6. Click Generate Token.
7. Copy and save the token securely — it will only be shown once.

If a token already exists and is still valid, you can continue to use it. Facebook will not display the token again, so it’s important to have saved it when it was first generated.

Step Three – Authenticate with Ruler Analytics

Ruler will provide you with a link to authenticate your Facebook Ads access.

1. Enter your Access Token when prompted.
2. Click Next.
3. Ruler will handle sending hashed PII + conversion events from your CRM, phone, or in-store activity into your Facebook Dataset.

FAQs

Where to find your conversions in Facebook Ads

1. Go to Ads Manager.
2. In the top bar, click the Columns dropdown and select Customize Columns.
3. Search for your offline events (e.g., "Ruler Revenue").
4. Select the metrics you want (count, value, cost per offline purchase, etc.).
5. Click Apply. You should now see those offline conversions tied to your ads.

How is matching done with the Conversions API?

• When you upload via Conversions API or CSV, Meta tries to match each offline event to a person and then to the last ad click or view within your attribution window.
• Available matching keys include:
  • PII (hashed emails, phones, names, postcode, etc.)
  • fbc (derived from fbclid if available)

If Meta can match the event to a user, the conversion appears against the corresponding campaign/ad/ad set.
If it cannot be matched, the event is still stored in your Dataset but won’t show in Ads Manager performance columns.

What is Meta’s Attribution Window for Offline Events?

• Ruler does not send any attribution data to Facebook. Meta uses its own attribution settings, typically:
  • 7-day click / 1-day view
• You can change this in Ads Manager > Attribution Settings or at the report level (drop-down near the columns selector).
• Offline conversions will be attributed to the most recent eligible ad interaction within the window.