To better understand the effectiveness of the various ad campaigns and their return on ad spend, TurnKey Marketing used offline conversions. This solution measures how well Facebook ads perform by tracking how many offline events, such as purchases in a dealership, happened as a result of people seeing Facebook ads. Offline conversions is only available through Business Manager—a free Facebook platform that helps advertisers integrate Facebook marketing efforts both within their businesses and with external partners.
Using Business Manager, TurnKey Marketing assigned an offline conversion event to track the dealerships’ ad accounts. As their campaigns ran, each dealership uploaded offline event data, such as lists of purchasers, to see how those offline events connected to people who saw their ads.
The agency partnered with Oracle to use their third-party, in-market, by-model data. The team then worked with the different dealerships to use their customer relationship management systems (CRM), and retarget lost prospects and missed opportunities. TurnKey Marketing used each region’s market share reports to create custom ads based on consumer sales by zip codes.