Conversion Tracking Playbook Meta’s Omni Ads: The Campaign Driving 300%+ Offline Sales for DTC Brands w/Kevin Goodwin
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Jun 11, 2025 In this engaging discussion, Kevin Goodwin, VP of Strategy at New Engen, reveals how Meta's new Omni Ads are revolutionizing offline sales for DTC brands, boasting lifts of over 300% in in-store purchases. He shares insights on integrating online and offline strategies, the importance of data validation, and the best creative practices. Listeners will also learn how to quickly set up Omni Ads in Elevar and the real story behind the industry's inflated metrics. This is essential listening for any brand looking to enhance retail performance.
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OmniAds Optimize For Offline Sales
- OmniAds optimize for both online and offline purchases, unlike traditional online-only conversion optimization.
- This unlocks Meta's ability to target and measure offline store sales alongside online orders.
Huge Offline Lift Through OmniAds
- A national retailer saw a 307% increase in offline purchases using OmniAds, with other retailers witnessing even higher lifts.
- These lifts were validated through external measurement tools like MMM, confirming real substantial offline revenue growth.
Test OmniAds Before Scaling
- Every brand should test OmniAds to validate its impact, as early tests show strong positive results.
- Large increases are likely, but running structured tests is essential to confirm benefit for your business.