About offline events

The paths your customers take before they visit your brand’s app or website can be complex. One customer might learn about your brand from a display ad on TikTok, another customer learns from watching a TV show, and another hears about your brand during a conversation with a friend. Attributing these types of customer activities to your brand’s marketing campaigns is not easy, but when they can be attributed it can give your brand more ways to find new customers.

Offline events represent a set of fields that may be used to help your brand attribute customer purchases and activities with your brand’s marketing campaigns. Tracking offline events helps your brand measure the effectiveness of marketing campaigns across channels. This is done by associating offline customer actions, such as purchases made at physical stores, with an online marketing campaign.

Offline events share similar use cases across marketing platforms; however, each marketing platform has its own terminology and requirements for using offline events. For example:

  • Braze and Klaviyo support offline events when sent as custom attributes for any audience.

  • Criteo supports offline events for transactions, which must be sent separately from audiences using as an SFTP file.

  • Meta Ads Manager, The Trade Desk, and TikTok Ads Manager each support a complex set of offline events that are sent to REST API endpoints and typically require using SQL to return the unique sets of offline events that are required by each platform.

Your brand may need to experiment with how offline events are provided to the marketing platforms from which your campaigns are run. Amperity is flexible; you may take any approach that works. For example: using a database tables that consolidates offline events, configuring default attributes to represent offline events for campaigns, or by using SQL to handle more complex sets of offline events.

Send offline events to …

Many marketing tools, especially within the paid media ecosystem, support using offline events to track the success of your marketing campaigns. Use offline events to help your brand better attribute your marketing campaigns to customer purchases and activity.

Amperity provides direct connections to the most popular destinations across the paid media ecosystem that support offline events.

Braze

Offline events may be sent to Braze as a set of custom attributes that belong to an audience. The names of these fields are determined by your brand. They may already exist in Braze, in which case you will want to shape the output that is sent from Amperity to align to the names you already have in Braze.
Criteo

Use the Criteo destination to send audiences to Criteo, and then advertise to customers across paid media, including connected TV (CTV), banner ads, and video ads.

Tip

Use your brand’s offline transactions data to optimize advertising targeting algorithms in Criteo. Review the requirements for using SFTP to send transactions data to Criteo , and then configure Amperity to send offline transactions data for the previous 24 hours on a daily basis.
Klaviyo

Offline events may be sent to Klaviyo as a set of custom fields that belong to an audience. The names of these fields are determined by your brand. They may already exist in Klaviyo, in which case you will want to shape the output that is sent from Amperity to align to the names you already have in Klaviyo. Use the properties field to define the custom attributes as key/value pairs.
Meta Ads Manager

Meta Ads Manageris a unified ad creation tool that your brand can use to create and publish ads to Facebook, Messenger, Instagram and the Meta Audience Network. When you send data to Facebook using the Facebook Ads destination, your data will be available from Meta Ads Manager.

Send a rolling 7-day window of offline events to Meta Ads Manager to help your brand track offline conversions that result from your marketing campaigns. Offline events may be matched with audiences in Facebook, Facebook Messenger, Instagram, and WhatsApp.
The Trade Desk

The Trade Desk is a platform for wide internet advertising and enables the use of UID 2.0 for first-party paid media advertising. Send your best audiences from Amperity to the The Trade Desk, and then reach audiences across connected TVs, live sporting events, and advertising platforms like Disney Advertising (Disney+, Hulu, ESPN), Paramount Advertising, and more.

Send offline events to The Trade Desk as soon as possible, ideally, within 1 to 3 days of the transaction date and avoid sending data older than 25 days. Offline events should be sent for United States audiences only.
TikTok Ads

TikTok is the world’s leading destination for short-form mobile videos. TikTok’s mission is to capture and present the world’s creativity, knowledge, and moments that matter in everyday life. Send audiences to TikTok Ads Manager directly from Amperity.

Send offline events to TikTok Ads Manager to help your brand track offline conversions that result from your marketing campaigns. Support for offline events is part of the TikTok Events API.

For example: When did a customer purchase? What did a customer purchase? Was it from a store or a website? How many items were purchased? Was there more than one purchase? What was the total revenue for each purchase?

When offline events are shared with TikTok, they can better inform our measurement systems by providing insights into offline customer actions such as in-store purchases, offline subscriptions, purchases and more.