For example, for existing customers who have a score much higher than a MQL, you’re still able to identify scoring thresholds that signals they’re ready for cross-sell. 3. Boost In-Home Appointments If your company sells products that require in-home consultations, such as window treatments, you may want to optimize your Facebook Ads towards the number of in-home appointments it generates, rather than the number of online appointment requests. It’s likely that there’s a discrepancy between the number of online appointments booked and the physical appointments completed, but previously, this type of data was hard to track and made it hard to follow up on.
Now, because of this integration, your sales consultant can log physical in-home appointments into Marketo and that data will be sent as an offline conversion event to Facebook. Then, your paid media team can re-evaluate their campaigns to understand how to optimize their ad spend to drive more completed in-home appointments. 4. Track Follow-Throughs For a digital marketer at a car dealership, one of your initiatives probably Italy Phone Number List include increasing the number of visits to your show room and test drives by prospective customers. Previously, you might’ve used Facebook Ads to encourage prospective customers to fill out their info in forms online, but it was tough to tie those initial interest requests to actual test drives.
Now, with Facebook’s Offline Conversion tied to Marketo, you can capture how Facebook Ads results in in-person interest and test drives—connecting your Facebook ad spend directly to a test drive of a car so you can better optimize to ultimately improve sales. As you can see, Facebook’s new Offline Conversion API can be used for a whole variety of broader use cases for ALL marketers, not just retail and physical purchases. In conjunction with Marketo, you can drive alignment between your paid media campaigns and other campaigns to improve results and ROI and offer a better customer experience.