Google sheets facebook offline conversions integration

Use the Offline Conversions API to send offline conversion events and to see how many customers viewed or clicked Facebook ads before converting.

To use this API, you need:

1. Facebook Business Manager

If you don't have one, create one.

2. Facebook App ID

For access to Marketing API. To create an app:

• Visit Business Manager > Business Settings.
• Select Apps.
• Click Add New App and follow the instructions.

3. App Review and Permissions

Rules around app review and permissions depend on how you are implementing our API:

4. Business Manager System User and Token

With system user access, your app can send data to Facebook via the API. To create it:

• Visit Business Manager > Business Settings.
• Select System Users.
• Click Add New System User.
• Select Admin System User as the role for the system user.

An access token provides access to Facebook data. To create system user access tokens:

• Visit Business Manager > Business Settings.
• Select System Users.
• Select the system user and click Generate New Token.
• Select your app > for scope, select ads_management.

5. Ad Account

You need an ad account to run ad campaigns on Facebook. To create one, see Marketing API or Advertiser Help Center, Set up People, Pages & Ad Accounts in Business Manager.

6. Grant System User Access to Ad Account

Grant your system user access to your ad account.

• Go to Business Manager > Business Settings.
• Select System Users.
• Select the system user and click Assign Assets.
• Select your ad account.

7. Offline Event Set

These are uploaded files with offline conversion data. When you create an ad, set tracking_spec to the offline event set ID to correctly attribute events. You can then create event sets, view stats on your imports, delete, and modify this data in Business Manager.

With older implementations, you could do offline event set CRUD operations at the Business Manager level to share event sets with other objects and entities.

You need specific access to create offline event sets, upload, or view data for an event set. You also need this access to assign these permissions to an ad account. You must be one of the following:

• Business Manager admin
• Admin system user who created the offline event set
• Admin on the ad_account connected to the offline event set

See Offline Conversion Event Set, Reference.

1. Create Offline Event Set

curl -F 'access_token=<SYSTEM_USER_ACCESS_TOKEN>' -F 'name=offline_event_set', -F 'description=conversion data used for superbowl campaign', https://graph.facebook.com/<API_VERSION>/<BUSINESS_MANAGER_ID>/offline_conversion_data_sets

Make a HTTP POST:

Graph API Explorer

POST /<BUSINESS_MANAGER_ID>/offline_conversion_data_sets HTTP/1.1 Host: graph.facebook.comcurl -X POST \ -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/<BUSINESS_MANAGER_ID>/offline_conversion_data_sets

The response includes an event set id:

Parameters

2. Assign Ad Account Permissions

To assign tracking and read permissions to an ad account:

Graph API Explorer

POST /<OFFLINE_EVENT_SET_ID>/adaccounts HTTP/1.1 Host: graph.facebook.comcurl -X POST \ -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/<OFFLINE_EVENT_SET_ID>/adaccounts

Parameters

3. Set Ad Tracking

When you update tracking_spec, we overwrite it. Make sure to do GET first, then append the associated String for the offline event set to the existing tracking_spec. See Ads Management or use Ads Manager. For example, provide an appropriate tracking spec:

To update your ads's tracking spec:

Graph API Explorer

POST /<AD_ID>/?tracking_specs=[{"action.type":"offline_conversion","dataset": <OFFLINE_EVENT_SET_ID>}] HTTP/1.1 Host: graph.facebook.comcurl -X POST \ -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/<AD_ID>/?tracking_specs=[{"action.type":"offline_conversion","dataset": <OFFLINE_EVENT_SET_ID>}]

Parameters

4. Upload Offline Events

You should upload transaction within 62 days of the conversion. Upload the conversion data:

To send conversions, make a HTTP POST:

Graph API Explorer

POST /<OFFLINE_EVENT_SET_ID>/events HTTP/1.1 Host: graph.facebook.comcurl -X POST \ -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/<OFFLINE_EVENT_SET_ID>/events

Parameters

Use the same upload_tag for all event upload API calls in the same batch to group them. This helps you debug event uploads, and you should use this for any event uploads made in more than one API call.

Parameters within data include:

For example, you can upload information with the data field:

Use the same upload_tag for all event upload API calls in the same batch to group them. This helps you debug event uploads, and you should use this for any event uploads made in more than one API call.

Match Keys

match_keys is a set of identifiers to match people for attribution. See Custom Audiences from CRM Data for normalizing and hashing your data. Only SHA256 is supported and we do not accept unhashed data.

The response:

On errors you see an exception including invalid entries and the reason. Fix the errors or skip the data rows with errors and retry the API call.

View Upload Stats

A Business Manager admin or system user who created the offline event set can retrieve upload stats. Also any admin on the ad_account which is connected to the offline event set can read this data.

To view stats about offline event sets such as valid entries and matched entries:

Graph API Explorer

GET /<OFFLINE_EVENT_SET_ID>/uploads HTTP/1.1 Host: graph.facebook.comcurl -X GET -G \ -d 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/<OFFLINE_EVENT_SET_ID>/uploads

View daily breakdowns of offline events in Offline Events Manager in Business Manager. For more precise breakdowns, make this call:

Graph API Explorer

GET /<OFFLINE_EVENT_SET_ID>/stats HTTP/1.1 Host: graph.facebook.comcurl -X GET -G \ -d 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/<OFFLINE_EVENT_SET_ID>/stats

Parameters

Offline Custom Conversions currently do not backfill. We do not attribute data from event uploads made before you created the custom conversion. You cannot use offline custom conversion data for ads delivery optimization. See Custom Conversion, Reference.

To create a custom conversion using your offline events, make a POST:

Graph API Explorer

POST /act_<ACCOUNT_ID>/customconversions HTTP/1.1 Host: graph.facebook.comcurl -X POST \ -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/act_<ACCOUNT_ID>/customconversions

Parameters:

The response, on success:

Measure with Custom Data

You can use the custom_data field to create rules that later determine if a conversion counts or not. This is similar to Offline Custom Audiences. The maximum number of custom conversions you can have per ad account is 40.

For example, include product category in uploads with custom_data:

Then use custom_data.{YOUR_CUSTOM_PARAM} to create a Custom Conversion rule:

To attribute offline conversion events to your client's ad, follow these steps. The API calls for most of these steps are same as when someone manages their own offline event set and campaign management.

1. Partner - Create offline event set
2. Partner - Share event set with client's Business Manager
3. Client - Assign ad account offline tracking permission
4. Client - Set offline tracking on ads
5. Partner - Upload offline events, view stats
6. Partner - Display ad insights for client

These steps vary depending on how your partner or agency permissions are set up with client ad accounts:

• You may own all ad accounts, event sets or any other assets of your client.
• You may have permission to your client's assets to perform certain actions.

To setup these permissions, see Business Manager Assets.

Partner - Share Event Set

Share the event set your client's Business Manager. Your client can then use the event set for ads tracking.

Graph API Explorer

GET /<OFFLINE_EVENT_SET_ID>/agencies HTTP/1.1 Host: graph.facebook.comcurl -X GET -G \ -d 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/<OFFLINE_EVENT_SET_ID>/agencies

Parameters

Client - Assign Ad Account Offline Tracking Permission

Share offline event sets created by a partner with their client. You need to be the Business Manager admin or admin system user who created the offline event set to enable tracking for ads under and ad account. If you are an admin on the ad account connected to the offline event set, you can also can do this. To make this API call, the business in the call has to have access to the offline event set.

You can assign offline event tracking and viewing permissions to an ad account with this call:

Graph API Explorer

POST /<OFFLINE_EVENT_SET_ID>/adaccounts HTTP/1.1 Host: graph.facebook.comcurl -X POST \ -F 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/<OFFLINE_EVENT_SET_ID>/adaccounts

Parameters

There may be scenarios where you provide your own external ID to represent a customer and match them to someone on Facebook. To do this, use extern_id following these guidelines.

Data partners who went through the match process can use partner ID as the namespace ID and extern_id as your tpid.

Provide only match_keys

We use match_keys to try to determine if the conversion data you shared can be matched to a Facebook user. If you provide match_keys, you cannot also provide a namespace_id parameter.

Provide both match_keys and extern_id

We use match_keys to try to find people on Facebook and forward mappings from {dataset_id, extern_id} to {facebook_user_id}. If you provide match_keys and extern_id, you cannot also provide namespace_id.

Provide only extern_id

If you already sent data with match_keys and extern_id, Facebook uses {dataset_id, extern_id} to retrieve a {facebook_user_id}.

Provide namespace_id

The namespace_id parameter applies to the entire API call. You can use it to refer to another offline event set that is accessible or owned by a business or a partner profile ID. If you already sent data with match_keys and extern_id, Facebook uses {namespace_id, extern_id} to retrieve a {facebook_user_id}. You should only provide one extern_id per row of data.

See offline events attributed to an ad someone viewed or clicked. We attribute offline conversions after more than 1 day. This means you need to set your attribution window to 28d_view, or action_attribution_windows=['28d_view']', otherwise you will not see any conversions in reports. See Insights API and Insights Guide.

Graph API Explorer

GET /act_<ADACCOUNT_ID>/insights HTTP/1.1 Host: graph.facebook.comcurl -X GET -G \ -d 'access_token=<ACCESS_TOKEN>' \ https://graph.facebook.com/act_<ADACCOUNT_ID>/insights

Parameters

Results look like this:

For example, to view attribution:

The result looks like this:

For these two APIs, implement data processing options by adding data_processing_options, data_processing_options_country, and data_processing_options_state inside each event within the data parameter of your events.

To explicitly not enable Limited Data Use (LDU) mode, specify an empty array for each event:

Learn more about Data Processing Options.