This article will help you:
  • Track offline conversion goals and offline events, or conversion goals and events that do not occur in a browser
  • Pass offline data to Optimizely

Offline conversion goals and offline events, such as phone calls tracked by call-tracking software, happen away from the webpage but may still be important to connect to Optimizely.

For example, in travel and retail, it can be useful to connect customer service data to the experiments you run. If you’re running an experiment that attempts to reduce confusion about a purchase process, you may want to track the number of related calls to your call center.

In B2B, you might want to connect Salesforce data to your experiment to measure the number of valuable leads.

Optimizely exposes a simple JavaScript API for tracking arbitrary conversion goals on your site -- but what about offline events--events that occur offline or not in a browser? The Event API allows developers to send impression or conversion event data to Optimizely from anywhere. Event tracking calls may be sent directly to Optimizely's logging servers.

To learn how to integrate your offline systems with Optimizely, read our Developer Documentation. Interacting with the Event API differs vastly between the Optimizely Classic and Optimizely X products, so you'll want to be sure you're reading the appropriate documentation when setting up your offline events and conversion goals. You can find the Classic Event API documentation here, and the Optimizely X documentation here.

The "g", goal ID, value is optional but it is recommended that they add it to their offline conversion. Offline goals without the goal ID will be processed by a backfill job before reaching the results page. As a result, some offline events and conversion goals may not immediately appear on the results page.

Offline events and conversions in Results

Most offline events and conversions will be tracked on your Results page like any other goal. Below, we describe a couple of ways in which offline events and conversions behave differently.

Are you trying to send conversions to a paused experiment? Paused experiments can receive conversions, but they won't be processed or visible on the Results page until the experiment is active. 

Depending on the variance in your conversion data, anonymous events may have an effect on Optimizely's statistical significance calculations, rendering the calculations invalid.