Facebook Offline Events Error


It seems the last few weeks there have been discrepancies with the Facebook offline events.

We use this as a tool to track conversions directly within Facebook to understand which components of a campaign are working much like you would in Adwords. When it was released it was a huge positive but it’s been so inaccurate it’s not helping at all.

Has anyone else experienced this issue or are we any closer to getting a fix from the Facebook and CallRail tech teams?


Hey @paulhanney! Just chatted with another CallRail team member about this - Can you provide a little more info as to what exact discrepancies you are seeing between CallRail and Facebook?


Sure, the calls are appearing in CallRail and they clearly show the source of the call is from Facebook. They even show the specific UTM parameters associated with the phone number that feeds into the Facebook campaign.

The discrepancy is most / all of these calls are not appearing in Facebook and tracked as the offline event. The integration is setup properly, the offline events are appearing in the Facebook interface, however they are not attributing them to the campaign which is the whole purpose of doing this.

So in summary, it clearly shows the calls in CallRail and links to them to the Facebook campaign, however it doesn’t attribute them to the campaign within Facebook which is the whole point of the integration.


Hey @paulhanney - I think what you’re noticing is a limitation of the Facebook API and how we match callers with ad clicks.

Once you connect CallRail and Facebook, what we’re doing is sending every single call that funnels through that CallRail company into Facebook. The primary data point we send is the caller’s phone number. Facebook knows which users saw your ad, and uses every phone number we send over to try and match to a specific person on their platform. The only way they can do that is if the caller also happens to have the same phone number they used to call the CallRail number listed on their personal Facebook profile.

So even though we can attribute the phone call inside of CallRail via our swap code or a source number, if the caller doesn’t list their number on their Facebook profile there is no way for us to match that offline event directly to your ad campaign inside of Facebook.

Two good examples of this in action:

  1. A caller sees the ad on their personal Facebook profile but places the call on their business line. They have their personal number on their Facebook profile. In this instance, the call would not attribute as a conversion to your campaign inside of Facebook.
  2. A caller sees the ad on their personal profile and calls your business. They’ve removed their phone number from their Facebook profile for privacy reasons. In this instance, the call would not attribute as a conversion to your campaign inside of Facebook.

So, unfortunately, there are limitations on how the integration works based on the data users are sharing inside of Facebook. We wish there was a workaround at this time, and we’re always looking for other ways to enhance this integration.