Meta Offline Conversion

Meta Offline Conversion

Overview

Meta Offline Conversion is designed to help institutes track offline events, such as student enrollments and admissions, and link them back to Facebook ad campaigns. By integrating Meta’s Conversions API with Meritto, this feature enables seamless data synchronization, allowing institutes to measure the true impact of their digital marketing efforts on real-world actions. The feature allows the institutions to automate data sharing between Meritto and Facebook, ensuring that offline conversions are attributed to the right ad campaigns. This helps in optimizing future campaigns, improving return on ad spend (ROI), and ensuring better budget allocation.

Why is This Integration a Game-Changer for Educational Institutions?

  1. Accurate ROI Measurement: See exactly how your Meta ad campaigns contribute to applications and enrollments, enabling data-driven budget allocation.
  2. Enhanced Targeting: Refine your ad targeting based on offline behaviors like campus tour attendance or program interest, ensuring you reach the most qualified prospective students.
  3. Optimized Campaigns: Optimize your campaigns based on a comprehensive understanding of the student journey, from initial ad click to final enrollment decision.
  4. Data-Driven Insights: Gain a deeper understanding of what messaging and offers resonate most with students who ultimately enroll.

Step-by-Step Guide: Setting Up Meta Offline Conversion in Meritto

Prerequisites:

  1. A Meritto CRM account.
  2. A Facebook Business account.
  3. Admin access to both accounts.

Accessing the Ads Integration Module

  1. Log into Meritto CRM: Using your Gmail credentials, access the Meritto CRM Portal.
  2. Select Your College: In the upper-left corner, use the dropdown menu to select your institution (In case of access to multiple institutes).
  3. Navigate to Extensions: In the left-hand menu pane, type "Extensions" in the search bar and select the "Extensions" option.
  4. Access Ads Integration: Once the "Extensions" module loads, select "Ads Integration."

Installing and Onboarding the Facebook Offline Conversion App

  1. Locate the Connector: In the "Ads Integration" section, scroll down to find the "Facebook Offline Conversion" app. If already installed, click "Manage."
  2. Connect to Facebook: Within the Facebook Offline Conversion app, click "Connect to Facebook."
  3. Complete the Facebook Embedded Signup: Follow the on-screen prompts to onboard via an existing Facebook Business Account. This grants permission to access the necessary Facebook Pages, Business, and data required for the Conversion API.
  4. Add Meta Accounts: After signup, you'll be redirected to a page displaying your Business Accounts and Meta Pixels. Click "Add Account" in the top-right corner to add the Meta Business Accounts and Meta Pixels you'll use to send conversion events.


Creating the Automation Node

  1. Access Manage Automations: In the Meritto Portal, in the left-hand menu pane, type "Automation" in the search bar and select "Manage Automations."
  2. Create a New Automation: Click "Create" on the top right corner of the Manage Automation Page.
  3. Set the Trigger: In the next page, choose the appropriate trigger and click "Save."
Configure the Automation Nodes:
  1. Click the "gear" icon below the first node (the trigger) and select "If/else" condition.
  2. In the sidebar that opens, configure the required conditions and configure "fb lead id"- "is not empty" (This is mandatory because the FB Lead ID must be sent to Facebook for Offline Conversion).
  3. Below the "If/else" condition node, click the "gear" icon and select "Offline Conversion" from the list.
  4. In the sidebar that opens, configure the following:
    1. Block Name: Enter a descriptive name (e.g., "Offline Conversion Test").
    2. Choose the Facebook Card: Select the Facebook card you created during onboarding.
    3. Business Account: Select your Facebook Business Account.
    4. Ad Account: Select your Facebook Ad Account.
    5. Pixel: Select your Facebook Pixel.
    6. Conversion Event: This will show you a predefined list of conversion events recognized by Meta. Choose a conversion event from the list or to send a custom conversion - select "Create."
    7. Create Conversion Event Page opens:
    8. Conversion Name: Provide a descriptive name (e.g., "Enrollment Confirmation").
    9. Assign a Value: Assign a value to the event in the required currency (e.g., tuition fee).
    10. Click "Submit."
    11. Share Data Field: Select the data you want to send to Facebook (e.g., email, mobile, email or mobile).
    12. Publish the Automation: Click "Publish."

Running the Automation and Verifying Data

Once the Lead is captured in the automaton trigger, it will be sent to Facebook. The status of the leads and conversion events can be checked by following the mentioned steps :
  1. Go to the automation.
  2. Select the settings button on the "Offline Conversion" node.
  3. Click "View Performance." This will show you if the conversion event was successfully sent to Meta. You should also see this data reflected in your Meta Ads Manager reporting.
Example Scenario - Tracking the Impact of Your Meta Ads on Enrollments
Imagine you're running a Meta ad campaign promoting your university's engineering program. With the Meta Offline Conversion integration, you can track the entire student journey:
  1. Lead Generation: Capture leads through a Meta lead ad.
  2. Application Submission: When a lead submits an application through your Meritto-connected form, the "Application Submission" conversion event is triggered and sent to Meta.
  3. Enrollment Confirmation: When the lead's status in Meritto is updated to "Enrolled," the "Enrollment Confirmation" conversion event is triggered and sent to Meta.
  4. Now, within Meta Ads Manager, you can see exactly which ads and campaigns drove those enrolled students.

Maximize Your Enrollment Potential

Meritto's Meta Offline Conversion integration empowers educational institutions to make data-driven decisions, optimize marketing spend, and ultimately, drive increased enrollment. By connecting your online advertising efforts with real-world outcomes, you can unlock the full potential of your Meta ad campaigns and achieve your enrollment goals.

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