Offline Conversions Upload Builder for Meta (CSV and CAPI JSON)

How to use the offline conversions upload builder for Meta

A Meta offline conversions upload tells Facebook and Instagram which people who saw your ads later bought in your store, over the phone or through your sales team. Meta replaced its old Offline Conversions API with datasets, which take offline events from an Events Manager upload or from the Conversions API, as its Conversions API for offline events guide explains. This tool prepares your sales for both paths at once.

1. Export your sales. From your POS, CRM or booking system, export each sale with its date and time, value, order number and as many customer details as you have: email, phone, name, city, ZIP and country.
2. Load the file. Drop in a CSV or Excel file, or paste rows. Several email or phone columns are fine; Meta accepts more than one per person.
3. Check the matched columns and options. Pick the event name, where the sale happened, your currency, country and time zone.
4. Read the checks. Rows without a date, with a 0 purchase value, with no customer details or repeated order IDs are left out, each with a fix.
5. Download. Get the Events Manager CSV, the Conversions API request body with hashed customer details, and the list of rows left out.

What the two outputs contain

• Events Manager CSV uses the column names from Meta's own example events file (email, phone, fn, ln, event_name, event_time, value, currency), with emails cleaned, phones in international format and times in UTC. It keeps sales up to 90 days old.
• Conversions API batches hold up to 1,000 events each, with event_time in Unix seconds and every customer field normalized and SHA-256 hashed the way Meta's customer information page asks. Only sales from the last 7 days go in.

Upload your offline events to Meta

Manual upload in Events Manager

1. Open Events Manager, click the Data sources icon and select your dataset. It must be assigned to your ad account.
2. Click Upload events and select the CSV file.
3. Click Next: Map data and check each column. If order_id or external_id is not recognized, use the pencil icon to set it to Order ID or External ID, or choose Ignore.
4. Click Next: Review, read the match rate and warnings, then Start upload. Results can take up to 15 minutes, and uploaded events can't be deleted.

Conversions API

Send each batch file as one POST request to your dataset with a Conversions API access token, using the curl example. Add a test event code first and watch the Test events tab, then remove the code. Your developer or automation tool can repeat this every day.

Common offline event upload errors

No sample events were accepted

Meta checks a sample of the file first. If too few events are formatted correctly, or they were all uploaded before, nothing goes through. Fix the rows this tool leaves out and upload only sales that are new since the last file.

Low match rate

Meta can only credit your ads when it finds the buyer. Add more customer details per sale; email and phone help most. The chart under the results shows how many events carry each detail.

Some of your events occurred more than 90 days ago

Older sales fall outside the upload window, and the window drops to 35 days if the dataset had no upload for 90 days. Upload daily or weekly instead of saving sales up.

A sample event was not accepted

Usually a missing event name or a purchase with a value of 0 or less. Leave refunds and free orders out of a Purchase file.

Some of your timestamps are inaccurate

If many sales share one time, Meta treats them as duplicates and skips them. Export the full time of each sale, not just the date.

The whole API batch was rejected

One bad event rejects the entire request, and an event older than 7 days does the same. That is why this tool keeps older sales out of the API batches.