Leveraging store data for a 360° view of your customers

This guide explains how to reconcile your offline data flows (stores, call centres) with your digital ecosystem to obtain a comprehensive and actionable view of your customers.

1. Business value: Maximise performance through data hybridisation

Integrating offline data transforms your media strategy into an omnichannel growth engine by capturing value where it really lies.

• Measured incrementality: Attribute an average of 19% more purchase events to your campaigns (source: Meta), proving the real value of digital on physical sales.

• Match Score Optimisation (EMQ): By transmitting enriched reconciliation keys (email, telephone), you increase the ability of advertising agencies to recognise your customers and optimise delivery.

• Augmented LTV Vision: Identify your high-value customers who buy across all channels to personalise their experience and maximise retention.

2. Implementation Methodology (Action Plan)

To ensure accurate journey reconciliation, data ingestion and delivery are performed via a secure server-side infrastructure.

Step A: Preparation and Import of Offline Data Flow

Identify your in-store transactions and upload them to Platform X via the source catalogue (Conversion API, FTP or HTTP Tracking).

• Documentation: Import your data via a Source

Step B: Normalisation and Event Inspector

Use the control tools to verify in real time that the properties sent (Event Time, Action Source) comply with the standards of the advertising networks.

• Action: Validate the formatting via the Event Inspector before going into production.

• Documentation: Event Inspector

Step C: Destination Configuration (Offline CAPI)

In your connector (e.g. Meta CAPI), map the imported events to the partner's offline conversion fields.

• Documentation: Destination Catalogue.

Step D: Monitoring via Event Delivery

Verify that your offline conversions are being delivered and monitor the delivery ratio via the alerting system.

• Documentation: Monitoring with Event Delivery.

3. Typical use cases

1. Offline-to-Online Tracking: Attribute a sale made in-store on Saturday to an advertising campaign viewed on mobile the previous Friday to calculate your actual ROAS.

2. Exclusion of Omnichannel Audiences: Exclude customers who have already purchased the product in-store from your retargeting campaigns, thus avoiding unnecessary advertising pressure and optimising your budgets.

3. Premium Lookalike Audiences: Generate similar audiences on Meta or Google based specifically on your best physical buyers to recruit high-potential profiles.

Need help unifying your store feeds?

Omnichannel is the foundation of a modern first-party strategy. Our experts will help you map your feeds to transform your offline data into a growth lever. Contact our support team: [email protected]