The Offline Conversions API will be discontinued on May 14, 2025. As previously announced, the Offline Conversions API no longer supports offline events with Graph API v17.0. To prepare for these changes, fully switch to using CAPI to send event data to your dataset instead of your offline event set by May 2025.

Source: Offline Conversions API Developer Doc

This doesn’t mean that you’ll no longer be able to send offline events

Offline events are usually conversions that happen outside the website transitions, e.g. Physical Store, POS, Amazon, wholesales, etc.

Offline events are critical and will become more important going forward. It’s just there just won’t be a dedicated API for it,  and you’ll need to send them using the main Conversions API.

If you were/are using Offline Conversion API, the good news is you still have time, but you’ll need to start making this transition sooner rather than later.

Send the right signals and boost ad campaign performance

You may have seen this Offline data quality section if you have offline conversions.

Tracking offline conversions lets you send the right signals to Meta ads conveying the importance of each offline conversion.

With the right signals, Meta’s algorithm can understand what kind of users are resulting in conversions, and therefore optimize the ad campaigns for better performance.

Best practices for offline events data

Send all the offline event data in almost near real-time

Meta gives a 90-day window for sending offline conversion data, but we never know when the user saw or clicked on your ad. Timestamp is an important factor for algorithm training. So, it is a best practice to send the offline event data as soon as the conversion happens.

Send recommended parameters

Ensure that you send all the required and recommended parameters to Meta ads.

An important example of such parameters is the action_source event parameter which must be sent for all offline events. Action Source specifies where your events happened: Knowing where your events took place helps ensure your ads go to the right Facebook users.

Apart from that, send customer information parameters like email ID, phone number, gender, birth date, first name, last name, etc; and custom data parameters like event time, event name, currency, value, etc. You can also send other optional parameters as Meta recommended.

Assign External ID

Events you've already uploaded can't be deleted, and our system can only identify duplicate events within a specific timeframe.

To avoid this issue:

1. Give each user who clicks your ad and visits your website a unique ID (called an external ID)

2. Send this ID to Meta through Conversions API

3. When the same user makes an in-store purchase later, make sure to assign them the same external ID

This consistent ID system helps Meta recognize when the same person performs different actions, preventing duplicate counting of events.

How to send Offline Conversions in Meta Ads

My recommendation is to make Shopify your data infra center, meaning connecting and syncing all your offline conversion sources to Shopify in real-time.

This way, you don’t have to connect Meta CAPI with all other channels. Meta CAPI only needs to be connected with Shopify. As long as all the other offline channels are syncing data with Shopify correctly, Meta can get the correct data in real-time.

For Aimerce clients, as long as you connect and sync with Shopify from all other channels correctly, we can handle and track all conversions by default.