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Bridging the Online-Offline Gap with Facebook Offline Events



bridging the online offline gap with facebook offline events

We all know Facebook campaigns with Conversion objectives. The idea is to define a standard or custom event tracked by Pixel as a conversion action so Facebook Algorithm can optimize the ad delivery by showing ads to users who are more likely to complete that action. This can be visits to a “thank you” page, e-book download confirmation or in more complex cases we get to set a Custom Conversion for events such as button clicks, time spent on a page, scroll depth, etc. We have a blog post on that, in case you’re interested.

But, what if our desired conversion is something not online and therefore not trackable by Pixel? Here are a few examples:

  • A business that runs lead generation campaigns and follows up with leads over the phone to qualify them. They would like to optimize the delivery towards gettings SQLs (Sales Qualified Leads)
  • A chain business that runs store traffic or coupon download campaigns, but the final transaction (conversion) happens in the physical store and on a POS (Point of Sales) machine. They would like to optimize the delivery of their Facebook Ads for customers with the highest Lifetime Value.
  • A client who promotes events on Facebook but would like to measure and optimize for event attendance and not just online registrations.

This is where Facebook Offline Events feature shines. Let’s see what it is and how it works.

As you can see in all of the above examples the conversion is an offline event. Offline Conversion tracking allows us to close the tracking and optimization loop by feeding offline data back to the Facebook algorithm and tie our digital efforts to real-world outcomes. As a result, we will be able to answer questions like:

  • Which Campaign / Ad set / Creative generated the most successful phone calls?
  • What Age group / Geo / Gender / Placement performed the best in terms of generating SQLs (Sales Qualified Leads)?
  • What Campaign / Ad set / Creative has generated the highest amount of in-store sales?

A schematic of Facebook Offline Events attributed transactions.

Excited? Let’s see how we can activate and use this powerhouse!

The first thing we need is an Offline Event Set. Facebook creates one by default that you can use to associate your ads with. You also have the option to create one from scratch. To do so, go to Events Manager > Add New Data Source > Offline Event Set.

Facebook Ads Add a New Data Source dropdown menu

Offline Event Set can be associated to Ads under Tracking settings. If you have created new event set(s), make sure to pick the right one in the Ad level.

Facebook Ad level Tracking settings

There are two main ways to add transaction/conversion data to Offline Event Set:

  1. Syncing it with a CRM through Offline Event Set API: They have several integrations for popular CRM, Call Tracking, and Sales platforms. Check out here for a complete list of all available integrations.
  2. Uploading a spreadsheet: Sounds tedious but in many scenarios, this is the quickest way to get started with Offline Conversions and test its effectiveness. You can export transaction data out of a system that doesn’t support the API and manually upload it to your Offline Event Set. The process is very similar to uploading a customer list to Facebook. The best practice is to upload your data in the shortest intervals possible. Facebook recommends biweekly, but the shorter the merrier!

Facebook Ads interface for uploading Offline Events data.

There are 3 types of information that you can upload to an Offline Event Set:

  1. Customer Data: Information like First/Last Name, Gender, Age, Phone Number, E-mail address, Zip Code, City, State, Date of Birth, Year of Birth or Mobile Advertiser ID
  2. Event Time: The time that the offline transaction has occurred. You can upload events for the last 2 years if you have them available.
  3. Event Details: This includes information such as: Order Value, Currency, Item Number, Event Name

Once the data is uploaded, Facebook tries to match the column headers of the CSV file to a supported field. Always make sure to review the mapping and correct it if necessary.

Facebook Offline Event Set data fields

So now that we are familiar with creating an Offline Event Set and uploading data to it let’s take a look at a few interesting things that we can do with it.

Offline Attribution

As we said at the beginning of this post, the main purpose of creating an Offline Event Set is to get cross-channel insight into your Facebook campaigns and evaluate the performance based on the attribution for offline outcomes. There is even a column preset in Ad Manager for this. For example, you can tell what audience converted better offline.

Facebook Ads Reporting Column Presets

Offline Optimization

Another wonderful thing we get to do with Offline Conversions is to optimize ad delivery for an offline outcome. You can use the fields uploaded as parameters to define a Custom Conversion that makes the most sense for your campaigns. Examples:

  • Loyal Customers: Customers who visit and shop at your store frequently and their order values exceed a certain threshold.
  • Qualified Leads: Leads who answered the follow-up phone call from your sales team and accepted to attend a live demo meeting.

Offline Custom Audiences

Use your Offline Conversion information in your retargeting campaigns. Target customers who have shopped with you before but probably need to be reminded for a revisit. Or, leads who have been sent a quote but you never heard back from them.

Creating Lookalikes

 And my favorite usage of Offline Conversion is using them as lookalike seed to reach people who are similar to those who have already completed the offline transaction. Create lookalikes based on your most loyal customers, most engaged leads or highest value subscribers.

Offline Conversions is an underutilized feature or Facebook Ads platform. It can open up numerous opportunities for businesses that part of the customer journey happens in the offline world. It may sound complex to set up but it’s really easy to maintain after the initial setup and the value you can get totally justifies the time you invest in it.

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Facebook Faces Yet Another Outage: Platform Encounters Technical Issues Again




Facebook Problem Again

Uppdated: It seems that today’s issues with Facebook haven’t affected as many users as the last time. A smaller group of people appears to be impacted this time around, which is a relief compared to the larger incident before. Nevertheless, it’s still frustrating for those affected, and hopefully, the issues will be resolved soon by the Facebook team.

Facebook had another problem today (March 20, 2024). According to Downdetector, a website that shows when other websites are not working, many people had trouble using Facebook.

This isn’t the first time Facebook has had issues. Just a little while ago, there was another problem that stopped people from using the site. Today, when people tried to use Facebook, it didn’t work like it should. People couldn’t see their friends’ posts, and sometimes the website wouldn’t even load.

Downdetector, which watches out for problems on websites, showed that lots of people were having trouble with Facebook. People from all over the world said they couldn’t use the site, and they were not happy about it.

When websites like Facebook have problems, it affects a lot of people. It’s not just about not being able to see posts or chat with friends. It can also impact businesses that use Facebook to reach customers.

Since Facebook owns Messenger and Instagram, the problems with Facebook also meant that people had trouble using these apps. It made the situation even more frustrating for many users, who rely on these apps to stay connected with others.

During this recent problem, one thing is obvious: the internet is always changing, and even big websites like Facebook can have problems. While people wait for Facebook to fix the issue, it shows us how easily things online can go wrong. It’s a good reminder that we should have backup plans for staying connected online, just in case something like this happens again.

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Christian family goes in hiding after being cleared of blasphemy



Christian family goes in hiding after being cleared of blasphemy

LAHORE, Pakistan — A court in Pakistan granted bail to a Christian falsely charged with blasphemy, but he and his family have separated and gone into hiding amid threats to their lives, sources said.

Haroon Shahzad (right) with attorney Aneeqa Maria. | The Voice Society/Morning Star News

Haroon Shahzad, 45, was released from Sargodha District Jail on Nov. 15, said his attorney, Aneeqa Maria. Shahzad was charged with blasphemy on June 30 after posting Bible verses on Facebook that infuriated Muslims, causing dozens of Christian families in Chak 49 Shumaali, near Sargodha in Punjab Province, to flee their homes.

Lahore High Court Judge Ali Baqir Najfi granted bail on Nov. 6, but the decision and his release on Nov. 15 were not made public until now due to security fears for his life, Maria said.

Shahzad told Morning Star News by telephone from an undisclosed location that the false accusation has changed his family’s lives forever.

“My family has been on the run from the time I was implicated in this false charge and arrested by the police under mob pressure,” Shahzad told Morning Star News. “My eldest daughter had just started her second year in college, but it’s been more than four months now that she hasn’t been able to return to her institution. My other children are also unable to resume their education as my family is compelled to change their location after 15-20 days as a security precaution.”

Though he was not tortured during incarceration, he said, the pain of being away from his family and thinking about their well-being and safety gave him countless sleepless nights.

“All of this is due to the fact that the complainant, Imran Ladhar, has widely shared my photo on social media and declared me liable for death for alleged blasphemy,” he said in a choked voice. “As soon as Ladhar heard about my bail, he and his accomplices started gathering people in the village and incited them against me and my family. He’s trying his best to ensure that we are never able to go back to the village.”

Shahzad has met with his family only once since his release on bail, and they are unable to return to their village in the foreseeable future, he said.

“We are not together,” he told Morning Star News. “They are living at a relative’s house while I’m taking refuge elsewhere. I don’t know when this agonizing situation will come to an end.”

The Christian said the complainant, said to be a member of Islamist extremist party Tehreek-e-Labbaik Pakistan and also allegedly connected with banned terrorist group Lashkar-e-Jhangvi, filed the charge because of a grudge. Shahzad said he and his family had obtained valuable government land and allotted it for construction of a church building, and Ladhar and others had filed multiple cases against the allotment and lost all of them after a four-year legal battle.

“Another probable reason for Ladhar’s jealousy could be that we were financially better off than most Christian families of the village,” he said. “I was running a successful paint business in Sargodha city, but that too has shut down due to this case.”

Regarding the social media post, Shahzad said he had no intention of hurting Muslim sentiments by sharing the biblical verse on his Facebook page.

“I posted the verse a week before Eid Al Adha [Feast of the Sacrifice] but I had no idea that it would be used to target me and my family,” he said. “In fact, when I came to know that Ladhar was provoking the villagers against me, I deleted the post and decided to meet the village elders to explain my position.”

The village elders were already influenced by Ladhar and refused to listen to him, Shahzad said.

“I was left with no option but to flee the village when I heard that Ladhar was amassing a mob to attack me,” he said.

Shahzad pleaded with government authorities for justice, saying he should not be punished for sharing a verse from the Bible that in no way constituted blasphemy.

Similar to other cases

Shahzad’s attorney, Maria, told Morning Star News that events in Shahzad’s case were similar to other blasphemy cases filed against Christians.

“Defective investigation, mala fide on the part of the police and complainant, violent protests against the accused persons and threats to them and their families, forcing their displacement from their ancestral areas, have become hallmarks of all blasphemy allegations in Pakistan,” said Maria, head of The Voice Society, a Christian paralegal organization.

She said that the case filed against Shahzad was gross violation of Section 196 of the Criminal Procedure Code (CrPC), which states that police cannot register a case under the Section 295-A blasphemy statute against a private citizen without the approval of the provincial government or federal agencies.

Maria added that Shahzad and his family have continued to suffer even though there was no evidence of blasphemy.

“The social stigma attached with a blasphemy accusation will likely have a long-lasting impact on their lives, whereas his accuser, Imran Ladhar, would not have to face any consequence of his false accusation,” she said.

The judge who granted bail noted that Shahzad was charged with blasphemy under Section 295-A, which is a non-cognizable offense, and Section 298, which is bailable. The judge also noted that police had not submitted the forensic report of Shahzad’s cell phone and said evidence was required to prove that the social media was blasphemous, according to Maria.

Bail was set at 100,000 Pakistani rupees (US $350) and two personal sureties, and the judge ordered police to further investigate, she said.

Shahzad, a paint contractor, on June 29 posted on his Facebook page 1 Cor. 10:18-21 regarding food sacrificed to idols, as Muslims were beginning the four-day festival of Eid al-Adha, which involves slaughtering an animal and sharing the meat.

A Muslim villager took a screenshot of the post, sent it to local social media groups and accused Shahzad of likening Muslims to pagans and disrespecting the Abrahamic tradition of animal sacrifice.

Though Shahzad made no comment in the post, inflammatory or otherwise, the situation became tense after Friday prayers when announcements were made from mosque loudspeakers telling people to gather for a protest, family sources previously told Morning Star News.

Fearing violence as mobs grew in the village, most Christian families fled their homes, leaving everything behind.

In a bid to restore order, the police registered a case against Shahzad under Sections 295-A and 298. Section 295-A relates to “deliberate and malicious acts intended to outrage religious feelings of any class by insulting its religion or religious beliefs” and is punishable with imprisonment of up to 10 years and fine, or both. Section 298 prescribes up to one year in prison and a fine, or both, for hurting religious sentiments.

Pakistan ranked seventh on Open Doors’ 2023 World Watch List of the most difficult places to be a Christian, up from eighth the previous year.

Morning Star News is the only independent news service focusing exclusively on the persecution of Christians. The nonprofit’s mission is to provide complete, reliable, even-handed news in order to empower those in the free world to help persecuted Christians, and to encourage persecuted Christians by informing them that they are not alone in their suffering.

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Individual + Team Stats: Hornets vs. Timberwolves



CHARLOTTE HORNETS MINNESOTA TIMBERWOLVES You can follow us for future coverage by liking us on Facebook & following us on X: Facebook – All Hornets X – …

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