Create a dataset in Meta Events Manager for your offline sales, then send each in-person sale to it with the Conversions API, a partner integration or a manual upload, with enough customer details for Meta to match it to an ad. Shopify's own Meta pixel setup covers online events, so offline sales need this separate route.
TL;DR
- Shopify's Meta pixel article describes data sharing levels for online behavior and does not mention offline or point of sale events.
- Meta documents offline conversions as events uploaded to a dataset, tied to an ad account.
- You can send them with the Conversions API, a partner integration or a manual upload.
- For physical store events, Meta says to upload transactions within 62 days.
- Events need customer details so Meta can match a sale to someone who saw or clicked an ad.
- Use the Conversions API, not the older Offline Conversions API.
What counts as an offline conversion?
Meta describes offline conversions as real-world outcomes of your ads, such as purchases in your stores, phone orders and bookings. It lets you compare those sales with the list of people who saw or clicked your ads.
Online and offline routes compared
| Online sales in Shopify | Offline sales (store, phone) | |
|---|---|---|
| Where the sale happens | Your online store | A shop, a market stall or by phone |
| Meta's setup route | Shopify's Meta pixel and data sharing | A dataset with events sent or uploaded |
| Who sends the event | The store's connection | You, a partner integration or the Conversions API |
Step 1: Check what Shopify already covers
Shopify's Meta pixel article describes three data sharing levels. The Standard level sends only customer behavior, and the Enhanced and Maximum levels also send name, location and email address. The article does not mention offline events or point of sale. Treat the Meta connection as your online setup, and plan offline sales separately.
How to check: you know which sales Shopify already sends to Meta, and which you sell in person.
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Try for Free ($0 Trial)Step 2: Create a dataset for offline events
Meta says to create a dataset in Events Manager and associate it with an ad account before your campaign starts. During the campaign you send interaction data from your store locations into it.
How to check: the dataset exists and is linked to the ad account that runs your ads.
Step 3: Choose how events get there
Meta lists two ways to send offline event data: automate uploads with the Conversions API or a partner integration, or upload the data manually into the dataset. If a direct integration is not possible, Meta says to use a partner integration or upload in Events Manager, and that not all partner integrations support offline events. Meta also says to set up the Conversions API instead of the older Offline Conversions API.
| Option | Work needed | Suits |
|---|---|---|
| Manual upload | Low, a file each time | A small number of sales |
| Partner integration | Medium, if the partner supports offline events | Stores whose partner supports offline events |
| Conversions API | High, a developer | Steady volume and automatic sending |
How to check: you can name who sends the events and how often.
Step 4: Include customer details and the right source
Meta matches an event to an ad using customer information, hashed where Meta requires it. Events for in-person sales use physical_store as the action source. Meta's Using the API page says that with physical_store you should upload transactions within 62 days, and that for other events the event time can be up to 7 days before sending. If any event in a request is older than its limit, the whole request fails.
Send only details you have permission to use.
How to check: each event has a sale time, a value, a currency and customer details.
Step 5: Send, then read the results
Once your data is uploaded, Meta says you can see the number of offline conversions attributed to people who saw or clicked your ads. Compare that figure with your register or point of sale totals for the same days.
How to check: attributed offline conversions appear in Meta, and you can compare them with your own sales records.
What is the most common mistake?
Waiting too long to upload. Meta sets time limits, and a batch that is too old can fail as a whole. Send offline sales weekly at least, and test with a small file first.
What should I do next?
Decide whether offline sales are worth a routine. If you sell mostly online, keep the online pixel and Conversions API in good shape first. Our answer on setting up the Conversions API covers that side.
Where Madgicx fits
Madgicx covers the online side of tracking. Madgicx Cloud Tracking hosts Meta's Conversions API Gateway and Signals Gateway and sends conversions to Meta from the server, so Meta sees and attributes more of your online conversions. Keep your offline events in their own dataset as described above.
FAQ
Does Shopify send offline sales to Facebook automatically?
Shopify's Meta pixel article describes data sharing for customer behavior and customer details and does not mention offline sales. Plan a separate route for them.
What is the time limit for uploading offline conversions?
For physical store events, Meta says to upload transactions within 62 days. Other events can be up to 7 days old when sent.
Can I upload offline conversions manually?
Yes. Meta lists manual upload into your dataset as one way to send offline event data.
Is the Offline Conversions API still the way to do it?
No. Meta recommends the Conversions API, which now supports offline events, over the older Offline Conversions API.
Can offline sales improve my Facebook audiences?
They can feed audiences. Meta says offline data can be used to reach people based on offline actions and to create lookalike audiences.
Related
- Answers: How do you set up the Conversions API?
- Answers: How do I add the Facebook (Meta) Pixel to Shopify?
- Answers: Server-side tracking for Meta ads
- Glossary: Conversions API definition
Go deeper
For a full explanation of offline conversions on Facebook, read our guide to Facebook offline conversions.
Sources
- About offline conversions, Meta Business Help Center
- About the Offline Conversions API, Meta Business Help Center
- Using the Conversions API, Meta for Developers
- Conversions API overview, Meta for Developers
- Connecting a Meta pixel (Shopify Help Center), Shopify Help Center
