Measuring Sales Outcomes

Use this lesson to:

  • Determine which ads are driving value across your entire media spend, both on and off Facebook

Facebook ads reporting

Facebook ads reporting allows advertisers to see how many online and offline conversions resulted from your ads delivered across Facebook, Instagram, Messenger and Audience Network. A conversion occurs when a person takes an action that is valuable to your business. Examples of a conversion include people making a purchase on your website, installing your mobile app or viewing a specific page of your website.

Online Conversions: Measure the actions people take online after people see or engage with your ads.

Offline Conversions: Measure the number of transactions that occur in your physical retail store(s) and through other offline channels (Ex: by phone) after people see or engage with your ads.

How it works

Facebook measures conversions that happen within 1, 7 and 28 days after a person either clicks on or views your ad. You can choose to measure conversions for any of these durations in your ad report.

  • Online Conversions: You’ll need to first implement the Facebook pixel on your website and/or Facebook SDK in your mobile app before you’ll see the conversion data in ads reporting. The pixel and SDK are what allow us to measure conversions across devices.
  • Offline Conversions: Offline Conversions allows to you to connect your sales data (such as CRM or point of sale) to Facebook to measure which audiences and campaigns are driving sales. You can send information — such as transaction amount and other line item details — along with customer information for us to match against.

After your campaign starts delivering, you’ll need to upload your transaction data through Business Manager or integrate directly with Facebook using the Offline Conversions API. This allows us to match transactions that occurred offline (via your data) with Facebook’s data on who viewed your ads, giving you a complete picture of the customer journey and the performance of your campaign.

  • Your Customer Transactions CRM data, POS systems
  • Attributed Transaction
  • Your Facebook Campaign Audience

Regional availability
Global

Get started
Online Conversions: Before running your campaign, implement the Facebook pixel on your website and Facebook SDK for your app.

1. Create the Facebook pixel > 2. Install and verify your pixel > 3. Add your standard events > 4. Use optimization and tracking with ads
Offline conversions: Before running your campaign, connect offline event sets through Business Manager or the API.

Facebook Conversion Lift

Facebook’s Conversion Lift enables advertisers to measure the true impact of their Facebook ads. Use Conversion Lift to determine the incremental sales and conversions from people reached by your ads across the Facebook family of apps and services.

How it works

When you run a Facebook campaign, Conversion Lift randomizes and splits your ad audience into two groups (one that sees your Facebook ads and another that doesn’t). As your campaign progresses, you can share your conversion data with Facebook, whether it happens online, offline or in your mobile app. We’ll calculate the lift (the additional business you captured) by comparing conversions in the group that saw your ads and the one that didn’t, and make the results available to you in Ads Manager.

Regional availability

Global

Get started

To use Conversion Lift, you’ll need:

  • Accessible conversion data (either online data from a Facebook pixel, app event or offline event).
Randomize groups

Test or Control

Deliver Ads

Facebook ads and No Facebook ads

Track Conversions

Analyze lift

Compare difference between groups to determine lift

Conversion Lift tests: Managed vs. Experiments

There are two different methods of a Conversion Lift test:  Managed Conversion Lift and Conversion Lift in Experiments.

Facebook Attribution

With Facebook Attribution, you can understand the impact of your ads across publishers, channels and devices. If you’ve already set up your Facebook pixel or Facebook SDK for app events, and you’ve already been using UTM parameters with your ads, no additional setup is required to use Facebook Attribution. Facebook Attribution also offers support for offline conversion events, which you can upload yourself or send to Facebook by using the Offline Conversions API.

How it works

We offer two options for measuring your conversion performance:

  • Visits: Facebook Attribution provides reporting on visits across publishers if you’ve been using UTM parameters with your ads.
  • Tags: If you want to see more advanced  cross-publisher reporting, you can add other third-party platforms to Facebook Attribution by applying click and impression tags to your off-Facebook media.

You can compare the impact your ads have on driving conversions across paid touch-points, organic and direct visits. See which channels and sources should get the most credit for driving conversions, as well as which ones are most efficient in leading to conversions.

Get started

Go to Access Facebook Attribution and get started with a few simple steps.

Learn more

For more details, visit our Help Center.

Knowledge Check

Congratulations, you’ve finished this lesson!

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