Join Kapil Mohan, product manager at Zenreach, and Bahador Jamshidi, paid social account manager at Hanapin, to learn how to use Facebook offline conversion to track campaigns to real-world outcomes.

1. Connect the Likes

2. Join the Conversation
Include the hashtag #thinkppc
in your Twitter tweets, or use
the webinar question box to
send us questions.

3. What is your
estimated
monthly
advertising
budget?
A. $1 - $5000
B. $5,001 - $10,000
C. $10,001 - $50,000
D. $50,001+

4. We make our clients the
heroes of their organization.
We’re a digital marketing agency with deep
expertise in a narrow-range of high-growth
digital marketing solutions including
paid search, paid social, programmatic
and conversion rate optimization.
We help complex businesses that have multiple
brands, products, locations and/or services
grow and expand their business.
Hanapin also produces:

5. Why Tracking Offline Conversions matters?
● Welcome to a world with no Pixel
○ POS machines
○ Complex (offline) sales processes
○ Event attendance

6. Bridging The Online-Offline Gap
● Which Campaign / Ad set / Creative generated the most
successful phone calls?
● What age group / geo / gender / placement performed the
best in terms of generating MQL/SQL?
● What Campaign / Ad set / Creative has generated the highest
amount of in-store sales?

7. Matching Transactions to Campaign Audience
Your Customer Transactions Your Facebook Campaign Audience
CRM or POS data
Attributed Transactions

8. Facebook Data Sources

9. Creating an Offline Event Set

10. Assigning the Event Set to Ad Accounts

11. Uploading Offline Event Data

12. Uploading Offline Event Data

13. Data Preparation Best Practices
● Upload often (at least every other week)
● Format properly
● Upload as much information as available
● CRM Integrations: Marketo, Square, Salesforce Sales Cloud,
Segment, Zapier.

14. Reporting and Analyzing Offline Conversions

16. Optimization and Audience Opportunities
● Optimize for Offline Conversions
○ 50 Conversions / ad set / week
● Optimize for Life Time Value
● Lookalikes based on Offline Conversions
● Retargeting
○ Follow-up campaigns for audiences who have completed
certain offline actions but not the “final” conversion
○ Frequency and Recency

17. Putting Facebook offline conversion to work
for retail locations
#CustomersNotClicks

18. In-store commerce is still 85% of retail
Source: Internet Retailer, U.S. Commerce Department
U.S. eCommerce and in-store retail sales, $trillions
#CustomersNotClicks

19. So how do you drive customers to
your retail stores, and measure the results?
#CustomersNotClicks

20. 20
Segment
and target
Measure
outcomes
Optimize
performance
Cookie (identity) + Pixel (behavior)
Understanding customer behavior
is key to digital marketing

21. 21
How do you
measure visit
behavior?
Can you
attribute results
to advertising?
What result do
you use for
optimization?
Real world
But identity and behavior are much
harder to track in stores

22. 22
Relying on online
signals can be
misleading
Facebook
Instagram
$14,000
$22,000
15,635
12,793
$0.90
$1.72
Ad spend Engagements CPE

23. 23
Facebook
Instagram
$14,000
$22,000
15,635
12,793
$0.90
$1.72
4,593
8,916
Ad spend Engagements CPE Walk-Throughs
$3.06
$2.46
CPW
Relying on online
signals can be
misleading

24. How can you track visitor behavior in
real-world locations?
#CustomersNotClicks

25. Know your customers, and discover the invisible ones
Customer walks in Logs into WiFi with email
Detect every visit Discover invisible customers

26. Bring in new customers
Target store visitor Measure Walk-Through
Performance reporting Optimize performance for Walk-Throughs

27. 27
Activate Facebook
playbook with
in-store behavior
Drive new customers
into store locations
Win back lost customers
prioritized by LTV
Convert visitors into
loyal customers
Over 3x ROAS for 72% of Zenreach
new customer acquisition campaigns
10+MM lost customers every year
~60% of retail customers visit once
and never return

28. Targeting
● Combine customer lists from in-store and network data to
create lookalike audiences
● Segment based on visit frequency or purchase history
● Suppress current customers to avoid redundancy
Measurement
● Track Walk-Throughs using WiFi signal
● Use transaction data to calculate precise ROAS
What Zenreach has seen
● Opportunity to see performance improvements as high as 7X
based on optimizing channel and target audiences to offline
conversions
Segment customers by visit behavior and use best customers as
seed audience to create high-performing lookalike audiences.
Attract new customers

29. Targeting
● Use visit data to calculate average visit frequency
● Analyze visit history to identify customers who haven’t visited
in 1-2x average visit frequency, and build target list
● Segment by LTV based on purchases or number of visits
prior to lapse, and weight audience by potential value
Measurement
● Track Walk-Throughs using WiFi signal
● Use transaction data to calculate precise ROAS
What Zenreach has seen
● Lapsed customer campaigns have delivered an average 6:1
ROAS
In many categories, more than 60% of first-time customers never
come back. Bring back customers who have visited but not
returned.
Win back lapsed customers

30. Targeting
● Use visit data to create cohorts based on visit frequency
● Target customer cohorts who have visited but fall short
of ‘loyal’
Measurement
● Track Walk-Throughs using WiFi signal to monitor visits
● Measure loyalty program sign-ups
What Zenreach has seen
● Customer loyalty and LTV increase with successive visits,
from 37% after first visit to over 63% after third visit
Use visit behavior to target casual customers with loyalty offers.
Nurture casual to loyal

31. 31
Key points to remember
● High-performing digital marketing is driven by customer data
● Real-world retailers can use WiFi as cookie for the offline world
● Seed audiences built from best customers outperform
● Use offline conversions to measure success and optimize
performance

32. © 2019 Zenreach. Proprietary & Confidential.
This presentation material contains information which is proprietary to Zenreach, Inc.
Information contained herein shall not be disclosed or shared with others, copied, reproduced or otherwise used in whole or in part without written consent.
Q&A

33. For our webinar
attendees today:
A. I’d like the guide from
Zenreach.
B. I’d like more information
about Hero Conf Austin.
C. All of the above.
D. No, thanks.