Measurement and reporting best practices
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Use historical reporting as a benchmark to determine how your campaign is performing against expectations. For example, if a campaign drove 1,000 conversions a week ago but dipped to 100 this week, then diagnose further to figure out why.
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If you want to capture your offline conversions, such as in store sales and phone orders, you must upload your offline information.Otherwise, you won’t be able to capture your offline conversions using the Facebook measurement and reporting tools.
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Use conversion lift tests and/or brand lift tests to understand whether a campaign is promoting incremental conversions or brand perception changes. Using lift studies can help you to determine how much additional business your ad dollars are generating.