Podcast #124: How To Improve Your Facebook Ads with Offline Tracking

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In this week’s episode of the Exposure Ninja Digital Marketing Podcast, Tim is delighted to be joined, once again, by Lozz Newton — a veteran and all-round legend of the Exposure Ninja podcast.

For those of you that don’t know, Lozz actually moved on from Exposure Ninja last year but he’s come back onto the show to share his insights from some testing he’s been doing at his new company around Facebook Ads tracking and how to improve the accuracy of your ads if you’re running lead generation campaigns.

This is a particularly useful episode for anyone who is having trouble tracking their sales through their Facebook ads.

What can you expect to learn from this podcast episode?

If you’re a service-based business like we are here at Exposure Ninja, it’s likely that a lot of your sales come after a consultation period of some kind.

This means that your clients aren’t necessarily converting directly through your website, but through a phone call, a person to person meeting, or an email exchange later on. Because of this, any Facebook ad campaigns you’re running will need to be focused on lead generation, which means that when it comes to the data, you can see which ads generate leads, but not which ones generate sales.

This is a MASSIVE problem for Facebook ads optimisation — if you don’t know which ads result in sales, it’s pretty difficult to improve your ad campaign over time.

While leads are great, we all know that not all leads are created equal, and not all leads turn into sales at the same rate; think low-quality leads from people with too much time on their hands vs high-quality leads from interested buyers (we know which we’d rather have!) The problem is, if my only option is to optimise for leads and nothing else, I’ll almost definitely end up with lots of the first type and very few, if any, of the second.

So, notepads at the ready, it’s time to learn a thing or two from the Facebook Ads master himself, Lozz Newton, about how to overcome this problem using various offline conversion tracking techniques.

PLUS, don’t miss the bonus Facebook News Roundup at the end of the episode, some interesting stuff on the way!

As always, huge thanks to Lozz for making the time to chat to us on the Podcast.


As always, let us know what you think — drop us a line on FacebookTwitter or Instagram @ExposureNinja and if you enjoy the show, please leave us a review on iTunes, Stitcher, Spotify or wherever you get your podcasts from!

If you’ve got more questions or want a space to brainstorm ideas with other small business owners and get your burning digital marketing questions answered by the ninjas themselves, then you can also join our Digital Marketing Mastermind Facebook Group.

What’s next?

If you’re at all even remotely interested in growing your business online, then you should absolutely request your FREE website plan from one of our expert marketing strategists. We’ll also give you a step-by-step plan to increase your traffic and sales from Google and social media. The service is completely free, rated extremely highly by users and comes with no obligation to work with us afterwards. All Exposure Ninja marketing plans are SEO-optimised and conversion optimised.

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