Many businesses still focus heavily on online user activity for Facebook ad targeting, yet 80% of retail purchases in the U.S. still happen offline (Forrester Research). Ignoring offline behaviors means you're likely leaving a large portion of your customer journey untracked and unoptimized.
Offline retail still drives the lion’s share of U.S. purchases: in 2022, 78 % of sales occurred in‑store, while online made up 22 %—even as projections show offline remaining dominant (≈ 72 %) through 2028
Offline events encompass in-store purchases, phone orders, CRM data, and other customer interactions not tracked through traditional online means. By importing these into Facebook via tools like LeadEnforce, businesses can bridge the gap and greatly enhance ad relevance.
Performance Gains Through Offline Data
According to Facebook's internal studies, ad campaigns that include offline conversions see up to a 25% lift in ROAS compared to those that don't. By syncing offline event data, you ensure better alignment between your messaging and the real-world customer lifecycle.
Syncing offline conversion events can reduce Cost‑Per‑Acquisition by about 16 %, while generating a 8.7 % lift in total conversions—when compared side‑by‑side
3x improvement in lookalike audience quality when offline buyer data is included
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40% lower CPC when excluding already-converted offline customers
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Up to 60% better campaign efficiency for local retail brands
Best Practices for Leveraging Offline Events
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Clean Your Data: Ensure offline data (names, emails, phone numbers) is formatted consistently and matches Facebook's hashing standards.
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Segment Intelligently: Separate repeat offline customers from one-time visitors to create higher-value Custom Audiences.
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Test and Compare: Run A/B tests between campaigns using only online behavior and those enriched with offline data.
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Final Thoughts
Offline events are a goldmine for improving Facebook ad performance. By syncing this data using LeadEnforce, advertisers can finally capture the full customer journey and turn real-world actions into actionable targeting strategies. If you're serious about optimizing your Custom Audiences, it's time to think beyond the screen.
