How to Set Up Meta Ads CAPI Offline Conversion Tracking

Overview

Offline conversion tracking with Meta’s Conversions API (CAPI) lets you send leads and sales from your CRM to Meta Ads. This helps you match ad clicks to real outcomes, even if the conversion happens offline. This guide explains how to set it up step-by-step.

Step-by-Step Instructions

1. Create an offline event set in Meta Events Manager

• Log in to Meta Events Manager.

• Click Data Sources > Offline Event Sets.

• Click Create Offline Event Set.

• Name it (example: "Closed Deals Offline").

• Assign your ad account to it.

• Click Create.
  
  

2. Add people or partners to manage the event set

• After creating, click Assign People or Assign Partners.

• Give access to anyone who will upload or manage data.

• Set permissions to Manage Offline Events.
  
  

3. Capture key data in your CRM

Make sure your CRM collects these required fields for each lead or sale:

• Event name (example: "Lead" or "Purchase")

• Event time (timestamp)

• User identifiers (at least one: email, phone, or Facebook click ID fbclid)
  
  

Pro Tip: If possible, capture fbclid in a hidden form field from the URL at form submission.

4. Choose upload method: manual or API

You can upload offline events manually or use a tool like Zapier or direct API integration.

For manual upload:

• Export a CSV from your CRM with the required fields.

• Go to Events Manager > Offline Event Set > Upload Offline Events.

• Upload your CSV and map fields.
  
  

5. Set up Zapier integration (optional)

• Log in to Zapier.

• Create a Zap with your CRM as the trigger (example: New Closed Deal in HubSpot).

• Add an action Send Offline Event to Facebook Conversions API (via supported app or webhook).
  
  

• Map fields:

• email/phone/fbclid → User data

• event name → Event name (must match Meta’s standard event names)

• event time → Event time

• offline event set ID → Use ID from Events Manager
  
  

6. Test the offline event upload

• Upload a test event manually or through Zapier.

• Go to Events Manager > Offline Event Set.

• Check Event Diagnostics for errors or warnings.

• Verify events are processed.
  
  

7. Assign the offline event set to campaigns

• Go to Ads Manager.

• Edit your campaign.

• Under Conversion Tracking, select your offline event set.
  
  

Final Checklist

✅ Create an offline event set in Events Manager
✅ Capture required fields in CRM
✅ Export CSV or connect via Zapier/API
✅ Upload test event and check diagnostics
✅ Assign offline event set to campaigns
✅ Verify offline conversions in Events Manager

By following these steps, you’ll connect Meta Ads campaigns to offline sales and see which ads are driving real business results.