Configure Offline Conversions (Meta, Google, TikTok)

Goal

Configure the offline conversion loop-back so that Meta and TikTok receive your actual CRM sales (Google Ads conversion feedback is not available yet). 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) to each ad platform where you enabled the Conversions API, whatever the lead's source. 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

Limited Data Use (LDU)

The Meta CAPI card has a Limited Data Use (LDU) switch. Turned on, it asks Meta to process your events under Limited Data Use, the mode some US state privacy laws provide for; Meta works out where each person is located. It is off by default, and a change applies to the events sent after you save the card.

How it works

When a deal moves to Won status in Metrikia:

1. A Purchase event is sent to the CAPI, whatever the lead's source (Meta, another platform or organic)
2. The event contains: deal value, currency, event_id (for deduplication), hashed PII (SHA-256)
3. Meta matches it with its users through the hashed data and, when the lead clicked a Meta ad, through the click identifier

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 Ads configuration

Google Ads conversion feedback is not available yet: for now, Metrikia sends no conversion to Google Ads. This section will describe the setup when it opens. You will not be asked for a Google Ads developer token.

How it will work

Once it opens, Metrikia will send your conversions to Google Ads as follows:

• Lead: each new lead is sent to its own Google Ads conversion action, separate from the main one
• Won deal: each won deal is sent to the main conversion action, with the deal value in the deal's currency
• Email: every space removed and lowercased; for addresses at gmail.com or googlemail.com, the dots and any + suffix before the @ are removed too. The address is then hashed with SHA-256

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, whatever the lead's source:

1. Metrikia prepares the lead's email address and phone number, hashed with SHA-256
2. A CompletePayment event is sent to the TikTok Events API
3. The event includes: value, currency, event ID (for deduplication), hashed email and phone number (SHA-256). No click identifier is sent

TikTok matching

Metrikia sends no click_id to TikTok: matching relies on the hashed email and phone number, so the more of your leads carry both, the higher the match rate.

Security: what is sent to the platforms

No name, email address or phone number is sent in clear text. Metrikia normalizes them, then hashes them with SHA-256 before sending:

• Email: leading and trailing spaces removed, lowercased, then hashed (sent to every platform)
• Phone: digits only, then hashed (Meta, TikTok, Pinterest and Snapchat)
• First and last name: leading and trailing spaces removed, lowercased, then hashed (Meta and Snapchat only)

Platforms compare these hashes with their own hashed data. Click identifiers and the platforms' own browser cookies are sent unhashed, only to the platforms that use them, because matching needs them as they are. The IP address and browser user agent of the visit are also sent unhashed, only to Meta, Pinterest and Snapchat.

Whatever the lead's source, every new lead of your organisation, the main steps of its progress and every won deal are sent to each platform where you enabled the Conversions API, except leads and deals imported from a file or flagged as historical (including a won deal created from a CRM contact status), deals settled offline, and events older than 7 days.

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
• 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.