1. What are offline conversions?
For many businesses, conversions happen outside of the website.
- Real Estate and Automobiles: Make a reservation on the website and complete the purchase at the physical store.
- Beauty salons and gyms: After booking a trial session, join through a consultation.
- B2B services: After requesting information, the order was placed after several months of negotiations.
By uploading and linking these "offline" results to TikTok Ads Manager, you can visualize the true return on investment (ROI) of your advertising.
2. Two major benefits of collaboration
① Improve the quality of the algorithm
By teaching AI data on "people who actually purchased" rather than simply "people who submitted a form," TikTok will be able to find "quality leads, not just random people." This will ultimately lower the cost per conversion.
② Understanding long-term attribution
Even if a customer makes a purchase one month after viewing an ad, it is possible to link the ad click to their email address or phone number, enabling accurate evaluation without being bound by cookie expiration dates.
3. Collaboration mechanism (data flow)
1. User Identification
Obtain TikTok lead ID and email address when visiting the site
2. Offline occurrence
Purchases in physical stores and status updates in CRM systems
3. Data Reduction
Send hashed (SHA256) data to TikTok
4. Implementation Issues and Points to Note
There are several high hurdles to overcome when it comes to offline collaboration.
- Manual upload limitations: Manual uploading using CSV will result in data losing freshness and delay in reflecting in operations.
- Protection of Personal Information: Email addresses and phone numbers cannot be sent as is. They must be encrypted using a process called "hashing."
- Matching Rate: If you don't send enough data, we won't be able to link you to a TikTok user.
Automate offline collaboration with Mirai
Mirai directly connects your CRM (Salesforce, Hubspot, etc.) or store cash register system to TikTok.
- Automatic data transmission in real time
- Perfect security (automatic hashing)
- Integrated measurement with Line linked data
- An implementation package that does not require complex development
5. Tips for success
The key to successful offline integration is to **standardize input fields**.
We recommend matching the fields collected on your website's booking form with the fields managed in your CRM, and also collecting auxiliary data (such as browser ID) to improve match rates.