---
title: Sales Matchbacks / Offline Conversions - Metric Definitions
description: Facebook Offline Conversion Events (aka sales matchback) give the ability to find out how much your Facebook ads lead to offline outcomes, such as purchases in your stores, and use this information to
---
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# Sales Matchbacks / Offline Conversions - Metric Definitions
## What a matchback can and cannot tell you, how the match is made, and which metrics it produces.
A sales matchback connects the vehicles a dealership actually sold to the people who were exposed to their ads. You upload the sold report, BuyerBridge sends it to the ad platforms, and the platforms report back how many of those sales had ad exposure behind them.
**Quick Links**
- [What a Matchback Can and Cannot Tell You](https://support.buyerbridge.com/knowledge/sales-matchbacks-/-offline-conversions-metrics-defined#what-it-can)
- [How the Match Works](https://support.buyerbridge.com/knowledge/sales-matchbacks-/-offline-conversions-metrics-defined#how-it-works)
- [Which Metrics You Get](https://support.buyerbridge.com/knowledge/sales-matchbacks-/-offline-conversions-metrics-defined#metrics)
- [How to Improve Match Rates](https://support.buyerbridge.com/knowledge/sales-matchbacks-/-offline-conversions-metrics-defined#match-rates)
---
### **What a Matchback Can and Cannot Tell You**
**It can tell you:** how many of the dealership's sales had ad exposure behind them, which campaigns those buyers were exposed to, and what you spent to produce them.
**It cannot tell you who those buyers are.** A matchback does not identify individual shoppers and does not return a list of people who viewed or clicked an ad. The platforms hash the customer data before matching and never send identities back.
**Important:** If a dealer asks which specific customers saw their ads, the answer is that no ad platform provides that. What you can give them is the count, the campaigns, and the spend behind it. If they want vehicle-level detail, cross-reference VINs from the Vehicle Advertising Report against their sold report.
---
#### **How the Match Works**
1. You export the dealership's sold report and upload it through the Offline Event Uploader.
2. BuyerBridge hashes the customer fields and sends them to the ad platforms.
3. Each platform compares the hashed values against its own hashed user records.
4. Where a match is found, the platform attributes the sale to the campaigns that person saw or clicked, inside the attribution window.
5. The matched results come back as counts and appear in your reporting.
Nothing in that sequence sends readable customer data to a platform, and nothing comes back that identifies a person.
---
#### **Which Metrics You Get**
| Metric | What it tells you |
| --- | --- |
| **Matched Sales** | How many sales in your upload were matched to ad exposure |
| **Match Rate** | What share of your uploaded records the platform could match |
| **Cost/Sale** | Spend divided by matched sales |
| **Influence Sales** | Sales where the buyer engaged with an ad but fell outside the view attribution window |
**Attribution windows.** Click attribution runs 28 days. View attribution was cut to 1 day in January 2026, and in March 2026 likes, shares and saves were reclassified as views rather than engagements. A buyer who saw an ad three weeks before purchase and never clicked will not be matched on view, which is the gap Influence Sales exists to cover.
---
#### **How to Improve Match Rates**
The more fields you include, the more records the platform can match.
1. Include first name, last name, email, phone and ZIP at minimum.
2. Add date of birth and city or state where the CRM holds them.
3. Upload the full sold report rather than a filtered subset.
4. Upload on a consistent cadence so the window stays current.
5. Do not clean or reformat phone numbers and emails by hand. Upload them as the CRM exports them.
**Note:** A match rate below 100% is normal and expected. Not every buyer has a platform account matching the details in the CRM.
---
#### **Continue Learning**
- **Related:** [Understanding Omnichannel Advertising Metrics](https://support.buyerbridge.com/knowledge/omnichannel-ad-metrics?hsLang=en)
- **Related:** [What Is BuyerBridge EventFlow?](https://support.buyerbridge.com/knowledge/what-is-buyerbridge-eventflow?hsLang=en)
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