Closing the Attribution Gap: Launching Meta Omnichannel Ads with Brij
For omnichannel brands, Meta advertising has always presented a frustrating paradox: your campaigns drive customers to buy, but when they purchase at Target, Walmart, or Amazon, those conversions remain invisible to Meta. Your ROAS looks underwhelming, your targeting becomes less effective, and you're left optimizing campaigns based on an incomplete picture of customer behavior.
Meta's Omnichannel Ads—launched in April 2025—fundamentally changed this equation. For the first time, brands became able to optimize campaigns for both online and in-store sales simultaneously, unlocking the full potential of their omnichannel strategy. But there's a catch: to leverage Omnichannel Ads effectively, Meta needs data about those retail purchases. That's where Brij comes in.
The Attribution Challenge: When Your Best Customers Are Invisible
Meta's advertising platform excels at optimization, but it can only optimize based on the data it receives. Traditionally, that data has been limited to direct-to-consumer transactions happening on your website. When a customer clicks your Instagram ad, walks into Walmart, and buys your product—or purchases it on Amazon—that conversion is completely invisible to Meta.
The consequences of this blind spot are significant. Without visibility into retail purchases, Meta's algorithm can't identify the customers most likely to buy through those channels. Your targeting becomes narrower, your CPMs increase, and your true ROAS remains hidden beneath layers of unattributed conversions. Growth marketers watching their D2C metrics plateau might assume they've exhausted their addressable market, when in reality, they've simply stopped giving Meta the information it needs to find their actual customers.
Consider the typical customer journey: Someone sees your product advertised on Instagram, becomes interested, but doesn't purchase immediately from your website. Days later, they're in Target or scrolling through Amazon and remember your product. They make the purchase—but from Meta's perspective, this conversion never happened. The ad that influenced their decision receives no credit, the customer profile remains incomplete, and future campaigns continue targeting based on partial data.
For brands where 50%, 60%, or even 70% of sales happen outside their D2C channel, this represents an enormous attribution gap. The data to close that gap has always existed—it just wasn't reaching Meta.
Introducing Meta Omnichannel Ads: A New Paradigm for Retail Brands
Meta Omnichannel Ads represent a fundamental shift in how the platform approaches campaign optimization. Rather than focusing exclusively on website conversions, brands can now select "Website and In-Store Sales" as their conversion location, signaling to Meta that they want to drive revenue across every channel: D2C, retail, online marketplaces, and physical stores.
When configured properly, Meta's algorithm optimizes for this broader objective, targeting potential customers who are most likely to purchase regardless of where that transaction occurs. The platform can even inform shoppers about nearby brick-and-mortar locations that carry your products, bridging the gap between digital discovery and in-store purchase.
The strategic implications are substantial. By giving Meta visibility into your full customer base—not just the slice that buys directly from your site—you unlock access to a significantly larger audience. This expanded reach typically results in lower CPMs, as Meta can pursue a broader pool of potential buyers. Your targeting becomes more efficient, your attribution more accurate, and your campaigns finally reflect the true impact of your advertising spend.
There's just one requirement: Meta needs data about those offline and retail conversions. Without it, Omnichannel Ads can't deliver on their promise.
The Brij Solution: Connecting Retail Purchases to Meta Attribution
Brij's Meta integration solves the attribution challenge by capturing first- and zero-party data from customers shopping across all channels—including the ones you don't own. Through interactive experiences like product registrations, warranty activations, sweepstakes, and post-purchase engagement, Brij collects critical customer information such as email addresses and phone numbers from shoppers who would otherwise remain anonymous.
When a customer registers their product or engages with a Brij experience after a retail purchase, that interaction is automatically sent to Meta as an offline conversion event via the Conversions API (CAPI). These verified purchase events are labeled with Meta's standard 'Purchase' event name and marked with the 'physical_store' action source, ensuring the platform recognizes them as legitimate offline conversions that should inform campaign optimization.
Here's how it works in practice. A customer sees your Instagram ad for wireless headphones but doesn't purchase immediately. A few days later, they buy those headphones at Walmart. When they get home and scan the QR code on the packaging to register their warranty through a Brij experience, that conversion event flows directly into Meta. The platform can now connect the original ad impression to the eventual purchase, even though it happened offline and through a third-party retailer.
This closed-loop attribution transforms how Meta understands your customer base. The algorithm learns who your retail buyers are, what ads influenced their decisions, and how to find similar high-value customers. Your campaigns become smarter with every registration, warranty activation, or post-purchase interaction captured through Brij.
For brands where half or more of purchases occur outside D2C channels, this represents a massive opportunity. If your Brij experiences successfully capture data from even 10-20% of those retail purchases—customers you previously had no connection to—you're suddenly providing Meta with information about a demographic it never knew existed. This isn't just incremental improvement; it's revealing an entirely new dimension of your customer base.
How Brij’s Meta Omnichannel Ads Integration Works
The technical implementation is straightforward. Brij captures customer data from offline or non-D2C purchases through your configured experiences—whether that's product registration, warranty activation, loyalty enrollment, or any other interactive touchpoint. Each selected experience is configured in Brij to send a 'Purchase' event to your Meta Pixel via the Conversions API.
The purchase value can be pulled directly from the product experience or set as a fixed override (such as MSRP), ensuring Meta receives accurate revenue data for optimization. Once configured, the integration runs automatically. Every customer interaction that includes the relevant trigger flows seamlessly into Meta as an offline conversion, no manual intervention required.
From Meta's perspective, these offline conversions work exactly like D2C purchases. They inform audience targeting, contribute to ROAS calculations, and help the algorithm identify high-value customer profiles. The key difference is that they reveal the other half of your business—the customers buying through channels Meta couldn't previously see.
Meta Omnichannel Ads in Action: Real Impact for Growth Marketers
The value of Brij's Meta integration extends across three critical dimensions: immediate visibility improvements, enhanced campaign performance, and long-term algorithmic optimization.
Immediate ROAS Improvement Through Attribution Visibility
The most immediate impact is improved ROAS reporting. When offline conversions start flowing into Meta, your advertising metrics suddenly reflect reality. The same ad spend that appeared marginal when measured only against D2C conversions now shows its true impact across all channels. This isn't inflating performance—it's revealing the performance that was always there but remained unattributed.
For growth marketers, this visibility is transformational. You can finally demonstrate the full value of Meta advertising to stakeholders, justify increased budgets based on complete attribution data, and identify which creative, messaging, and targeting strategies drive retail purchases, not just website conversions.
Enhanced Targeting and Audience Discovery
Beyond visibility, the data Brij provides enables Meta to build more accurate customer profiles and lookalike audiences. When the platform understands who your retail buyers are—their demographics, behaviors, and engagement patterns—it can find similar customers with remarkable precision.
This unlocks audience segments that were previously inaccessible. Rather than optimizing only for customers likely to purchase directly from your website, Meta can now target shoppers with a high propensity to buy through retail channels. For brands with strong retail presence, this represents a significantly larger addressable market.
The targeting improvements typically manifest as broader reach and improved efficiency. Meta can pursue potential buyers across more channels and purchase behaviors, which naturally reduces CPMs. You're no longer competing exclusively for the limited pool of customers willing to buy directly from your site; you're accessing the much larger universe of shoppers who prefer retail and marketplace purchases.
Long-Term Algorithmic Optimization
The most powerful benefits compound over time. As Brij continues feeding offline conversion data into Meta, the platform's algorithm becomes increasingly sophisticated at identifying and targeting your best customers across all channels. Each warranty registration, each product activation, each post-purchase interaction teaches Meta something new about who buys your products and what influences their decisions.
This creates a virtuous cycle: Better targeting leads to more conversions, more conversions provide more data, and more data enables even better targeting. Your campaigns become more effective month over month, not because you're spending more, but because Meta's understanding of your customer base continues deepening.
A Practical Example: From Ad Impression to Retail Purchase to Attribution
Let's walk through a concrete example of how Brij closes the attribution loop:
Sarah sees an Instagram ad for a premium kitchen appliance from your brand. She's interested but doesn't click through to purchase immediately. A week later, while shopping at Target, she remembers the ad and sees your product on the shelf. She buys it.
When Sarah gets home, she notices a QR code on the product packaging promising an extended warranty if she registers. She scans the code, which leads to a Brij experience where she provides her email address, phone number, and product information. This registration triggers an automatic flow: Brij sends Sarah's customer data and the purchase event to Meta via the Conversions API, labeled as an offline conversion from a physical store.
Meta can now match Sarah's email address to her ad engagement history, connecting the Instagram ad she saw a week ago to the eventual retail purchase. The conversion is attributed, the customer profile is enriched, and the algorithm learns that customers like Sarah—who engage with ads but purchase through retail—are valuable targets for future campaigns.
Multiply this scenario across hundreds or thousands of customers, and you begin to understand the strategic impact. Every product registration, every warranty activation, every Brij experience that captures customer data creates another connection between Meta advertising and real-world purchasing behavior.
The Strategic Value of Brij's Meta Integration
When evaluated holistically, Brij's Meta integration delivers measurable business value across multiple dimensions:
- Expanded Reach: Provide Meta with a complete picture of your customer base, including retail and marketplace buyers the platform couldn't previously identify. This expanded data set enables access to significantly larger addressable audiences and more efficient targeting.
- Improved ROAS: Meta can optimize campaigns using higher-quality, broader datasets that reflect purchasing behavior across all channels. This leads to better targeting decisions, more efficient ad spend, and ROAS metrics that finally reflect your true advertising impact.
- Attribution Clarity: See exactly how Meta ads influence offline and retail purchase behavior by filtering for 'physical_store' conversions in Events Manager. Make data-driven decisions about creative, messaging, and budget allocation based on complete attribution data.
- New Audience Discovery: Build lookalike audiences based on retail buyers, not just D2C customers. Access customer segments with high propensity for marketplace and in-store purchases—demographics that were previously invisible to your targeting efforts.
- Competitive Advantage: Most omnichannel brands still struggle with the attribution gap. By solving it through Brij's integration, you gain strategic advantages in targeting efficiency, audience reach, and campaign optimization that competitors measuring only D2C conversions can't match.
Case Study: Brij's Meta Integration Results (Beta Program)
Wondering how Brij's Meta Integration might make an impact at your business? Here are some early results from one of our Beta partners.
- Over the course of 1 week, Brij tracked and sent 3,330+ purchase events to Meta.
- Meta attributed 122 of these events back to campaigns (~4% of total), representing a 36% uplift in tracked conversions relative to D2C online-alone. A 28% lift in ROAS was reported as a result.
- Meta scored this campaign at an Event Match Quality (EMQ) of 8.8/10 for offline events - a very strong score - and upcoming versions of the Brij x Meta integration will include additional data points expected to continuously improve EMQ scores.
Brij x Meta: The Future of Omnichannel Marketing
As consumer shopping behaviors continue fragmenting across channels, the brands that succeed will be those that can track, attribute, and optimize for purchases regardless of where they occur. Meta Omnichannel Ads provide the platform infrastructure for this new reality, but they require the customer data to power effective optimization.
Brij delivers that data by transforming anonymous retail purchases into attributed conversions and enriched customer profiles. The integration doesn't just improve your Meta reporting—it fundamentally changes how the platform understands your customers and optimizes your campaigns.
For growth marketers who have watched D2C metrics plateau while knowing significant revenue happens through other channels, Brij's Meta integration finally closes the loop. Your advertising impact becomes visible, your targeting becomes more effective, and your campaigns can optimize for the full reality of how customers actually buy your products.
The technology to bridge the gap between Meta advertising and omnichannel reality is here. The question is whether you'll leverage it before your competitors do.
Ready to unlock the full potential of your customer data?
Click here to book a Brij demo with our team of expert omnichannel strategists.
