How to Run Meta Ads for Online and In-Store Sales

Documented by Meta. The steps and rules on this page come from Meta’s own documentation.

Meta’s answer is an omnichannel campaign: a sales campaign whose conversion location is website and in-store. It fits when you sell on a website and in physical shops, and can send in-store purchases to Meta as offline events. It fits poorly when you cannot send those events, because Meta says quality offline events are required. This page reports Meta’s pages as checked on 2 Oct 2026.

What is an omnichannel campaign?

Meta says omnichannel campaigns help people discover products and then shop for them in your store and on your website. You create one with the sales objective and the conversion location “website and in-store”. Meta says that optimizes for both kinds of purchase in one campaign.

You can use the Advantage+ sales or manual sales setup, including catalog ads. A “website, app and in-store” location exists too, but only with a catalog.

What do you need before you start?

You need a dataset that receives your website events and your offline events, sent through the Conversions API or a partner integration. A dataset you already use for online and app data also works. Meta says you must send quality offline events, such as Purchase, and keep strong event match quality on website events.

For Advantage+ catalog ads, your catalog must connect to a dataset that receives both event types.

What does Meta’s developer page require of offline data?

Check	What the page says
History	Offline data must be passed for the past 14 days to be eligible for Omnichannel Ads
Integration	Manual upload exists, but a Conversions API or “OCAPI” integration is required to use Omnichannel Ads Beta
Upload rhythm	Daily, at least 12 times in the previous 14 days; hourly preferred
Freshness	Offline transactions should not be older than 3 days
Catalog match rate	Optimal is above 90%
Orders	Send all items in one transaction as one basket, not split

The page does not define OCAPI. Meta’s offline events developer page calls the Offline Conversions API its legacy API, and Meta’s help pages say it will be discontinued in May 2025. Build on the Conversions API.

What is the Offline Data Quality score?

Meta’s page says the score evaluates how well your offline events meet its requirements, as weighted factors combined into a score out of 10. They include upload frequency, freshness, match key coverage, valid purchase values, basket splitting, attribution and accuracy.

Meta describes 8 to 10 as high, 4 to 7 as medium and 0 to 3 as low. It says scores of 8.5 or higher “allow confident use of omnichannel ads”. You find it in Events Manager under your Pixel ID, the event name, View Details and Event Quality.

How do you build the campaign?

In Ads Manager, click Create and choose the sales objective.
Keep Advantage+ catalog ads on for catalog ads, or switch it off for single image or video ads.
In the ad set, choose website and in-store as the conversion location. Meta says the goal becomes maximize number of conversions and the event becomes Purchase, with no other choices. Leave the cost per result goal empty.
Pick a dataset. Meta recommends one that receives both website and offline events.
Optionally review attribution. Meta lists four options, including incremental attribution.
For single image or video ads, choose a page with a store pages structure, enter your website URL and keep store locations on.
In tracking, tick website events and offline events, then choose the pixel and offline event.

Do you need store pages?

Only if you want ads to show nearby stores. Meta marks the structure optional, but its steps for single image or video ads ask for a page that has one and for store locations to be switched on. Meta’s store pages help pages say the feature may not be available to you right now, and that store pages are only available to managed Facebook clients.

Meta says you need full control of a main page with no address of its own, and each store gets its own store page.

What mistakes does Meta warn about?

Linking a wrong dataset ID. Meta says to use one offline signal source for omnichannel optimization, though measurement can attach several.
Passing website data as offline events.
Sending zero or negative purchase values.
Leaving automatic tracking off for offline events.

FAQ

Do you need the Conversions API for omnichannel campaigns?

Meta’s help page says you must send quality offline events through the Conversions API. Its developer page says manual upload exists, but a Conversions API or “OCAPI” integration is required for omnichannel ads. It does not define OCAPI.

Can you run an omnichannel campaign without store pages?

Meta’s help page marks the store pages structure as optional, needed only for ads that automatically show nearby stores. Its build steps still ask for a page with that structure when you make single image or video ads, and skip that step for Advantage+ catalog ads. Store pages may also not be available to you.

What Offline Data Quality score do you need?

Meta’s setup guide says scores of 8.5 or higher allow confident use of omnichannel ads. The Dataset Quality API page says a composite score of 8.5 or higher “allows the access to use of omnichannel ads”. Neither says what happens below 8.5.