Offline Sales : ba&sh’s Secret Weapon to maximize Media Performance
Digital marketing is evolving, and customer journeys are increasingly hybrid, combining online and offline channels. How can you optimize campaign profitability when many conversions are offline?
The Limits of Web-Only: A Biased View of Performance
Last-click attribution, still widely used, is outdated and offers a biased or overly simplified view of how different channels contribute. It hides the impact of offline interactions and systematically undervalues digital campaigns that drive in-store purchases.
For advertisers, this partial blindness creates two major issues:
• Real performance is poorly measured: web-to-store campaigns might be arbitrarily stopped, even though they generate in-store revenue.
• Budget allocation decisions are skewed: investments are optimized based on incomplete data, reducing overall effectiveness.
The critical challenge is to adopt an omnichannel approach, linking digital levers to offline conversions.
Server-Side Tracking: The Solution for True Omnichannel ROI
Server-side tracking has emerged as a key technical solution for integrating offline conversions into performance measurement.
Unlike client-side tracking, this approach shifts data collection to a server.
In this white paper, discover:
• How this architecture strengthens journey traceability and enables more advanced campaigns, even in a context of limited signal availability.
• How Server-Side Tracking (via CAPI) acts as the bridge to transmit physical-world signals (like in-store sales or qualified calls) in an automated, continuous, and real-time way.
• How ad algorithms can immediately adjust delivery and optimize performance based on a rich conversion signal (online + offline).
• How Meta’s Omnichannel Ads solutions, which combine optimization based on both online and offline signals, have proven effective in driving both online and in-store sales.
Use Case: Ba&sh, A Successful Strategic Shift
Explore the real-world journey of premium fashion brand ba&sh, where the in-store experience is central to their strategy.
See how the company transitioned from “web-only” measurement to a fully automated omnichannel approach. By automating offline conversion imports into Meta, ba&sh enabled optimization based on omnichannel sales, resulting in a measurable improvement in media performance.
With contributions from Meta, tigrz, and unnest.
Download this white paper to:
• Understand the challenges of marketing attribution and why a “web-only” approach leads to partial visibility.
• Learn why automating offline conversion tracking is essential for truly omnichannel ROI management.
• Explore the concrete benefits of server-side tracking (with integrations like Meta CAPI) as a technical bridge for real-time in-store data transmission to ad platforms.
• Discover an inspiring success story with ba&sh, a brand that has successfully shifted to a unified and automated acquisition strategy.
