What is Additional Conversion Tracking using Offline API and How You Can Use It?
As a back-up mechanism, Nosto can optionally use Facebook’s offline conversion tracking to send purchase data from your site to Facebook, but you need to enable this separately under integration settings.
This is done primarily to create accurate target audiences for your retargeting ads and to report conversion data accordingly in Facebook's analytics, as occasionally a small share of online orders are not tracked and relayed to Facebook accordingly by the priority tracking method: The pixel. When our system detects a conflict, we can use offline tracking as a fail-over method to report missed orders, so that users can be, for example, excluded from your retargeting campaigns.
The mechanism is based on sending order receipt data (which typically includes street address, name, email, mobile phone number, essentially information required to ship the items) to Facebook by leveraging Facebook's offline API. The mechanism in Facebook's end then tries to match the user based on the information sent and the purchase conversion event. However, if the pixel event was recorded accordingly, data received via Offline API is ignored. Expected outcome is more accurate conversion tracking and audiences.
How to Enable Offline Conversion Tracking and The Legal Standpoint
By default the offline conversion tracking is disabled. This means that when you connect your Facebook account to Nosto, no receipt data is relayed to Facebook by Nosto and the tracking is solely based on Facebook pixel, which Nosto populates on your behalf.
When the toggle under Facebook integration settings and Dashboard is enabled, Nosto flags orders to Facebook by sending order receipt data, which includes personally identifiable information (PII).