Configure Offline Conversions (Meta, Google, TikTok)

Goal

Configure the offline conversion loop-back so that Meta, Google, and TikTok receive your actual CRM sales. Result: algorithms optimize on real sales, not clicks or page views.

The concept: When a deal closes in your CRM, Metrikia automatically sends the conversion event (with its value) back to the originating ad platform. The algorithm learns: "this audience profile generates sales" and adjusts targeting accordingly.

Why this is critical

Without offline conversions, platforms optimize on weak signals:

• Meta optimizes on clicks or lead form submissions, not sales
• Google optimizes on pixel conversions, often signups, not purchases
• TikTok optimizes on page views, almost no correlation with revenue

With loop-back, you shift from top-of-funnel optimization to bottom-of-funnel optimization (real revenue).

Pro tip: Advertisers who enable offline conversions see an average 15-30% improvement in ROAS within 2-4 weeks, as algorithms learn from real sales data.

General prerequisites

• At least one ad platform connected in Metrikia
• Deals in your CRM with a "won" status and a value
• Leads must have at least one PII identifier (email, phone, or name)

Meta Configuration. Conversions API (CAPI)

The CAPI (Conversions API) is Meta's server-to-server channel. Metrikia uses it to send conversions without relying on the browser pixel.

Activation

1. Go to Settings > Integrations > Meta Ads
2. In the Offline Conversions section, enable the Conversions API toggle
3. Select your Pixel ID and Dataset (if you have multiple)
4. Choose the conversion event: Metrikia sends a Purchase event by default

How it works

When a deal moves to Won status in Metrikia:

1. Metrikia identifies the lead's source platform (via attribution)
2. If the source is Meta, a Purchase event is sent to the CAPI
3. The event contains: deal value, currency, event_id (for deduplication), hashed PII (SHA-256)
4. Meta matches it to the original ad click

Deduplication with event_id

If you also have a Meta pixel on the browser side, deduplication is automatic: Metrikia sends a unique event_id per conversion. Meta ignores the duplicate if both the pixel and CAPI send the same event.

omni_purchase priority system

Metrikia uses an intelligent priority system to avoid duplicates across sources:

The highest-priority event is always the one sent. This ensures Meta receives the most reliable data.

Google Configuration. Enhanced Conversions

Google Enhanced Conversions lets you import offline conversions with matching via GCLID (Google Click ID) or hashed user data.

Activation

1. Go to Settings > Integrations > Google Ads
2. In the Offline Conversions section, enable Enhanced Conversions
3. Select the conversion action in your Google Ads account (or let Metrikia create one)

How it works

When a deal is won for a lead originating from Google Ads:

1. Metrikia looks up the GCLID associated with the lead (captured during the initial click)
2. If the GCLID is available, it is used for matching (most reliable method)
3. Otherwise, Metrikia sends hashed user data (email, phone) for probabilistic matching
4. Google imports the conversion with the deal value

Pro tip: Always capture the GCLID in your lead forms. Add a hidden gclid field in your landing pages, it is the most reliable way for Google to perform matching.

Import delay

Google accepts conversions up to 90 days after the click. Metrikia sends the conversion as soon as the deal is marked as won, regardless of the delay.

TikTok Configuration. Events API

The TikTok Events API is the equivalent of Meta's CAPI for server-to-server tracking.

Activation

1. Go to Settings > Integrations > TikTok Ads
2. In the Offline Conversions section, enable Events API
3. Enter your TikTok Pixel Code

How it works

When a deal is won for a lead originating from TikTok:

1. Metrikia looks up the click_id (ttclid) associated with the lead
2. A CompletePayment event is sent to the TikTok Events API
3. The event includes: value, currency, hashed PII (SHA-256), click_id if available

TikTok matching

TikTok uses the click_id as the primary identifier. Without a click_id, matching falls back to hashed PII (email, phone) with a lower match rate.

Security: hashed data only

No personal data is sent in clear text to platforms. Metrikia hashes all PII with SHA-256 before sending:

• Email: normalized (lowercase, trimmed, Gmail alias handling) then hashed
• Phone: normalized to E.164 format (e.g., +33612345678) then hashed
• Name: normalized (accent removal, lowercase) then hashed

Platforms use these hashes to match against their own hashed data, never clear text in either direction.

Verification

After activation, verify everything works:

1. Create a test deal and move it to Won status
2. Wait 5-10 minutes (for asynchronous processing)
3. Check in Settings > Integrations > the relevant platform > Sync history
4. Status should be Sent with event details

On the platform side

• Meta: Events Manager > Test Events, the Purchase event should appear
• Google: Google Ads > Conversions > check the import
• TikTok: Events Manager > check the CompletePayment

Pro tip: Wait for at least 50 conversions sent before judging the performance impact. Algorithms need a minimum volume before they start optimizing effectively.