How we unlocked offline sales tracking for Godiva, taking ROAS from 4 to 21.5 via Meta Ads.

You know that feeling when you know your ads are doing more than what Ads Manager tells you, but you can’t quite prove it? Especially when you’ve got physical stores to shop from. 

A few months ago, we partnered with Meta to trial their new CAPI for Offline – a nifty tracking solution that reveals just how ads work both online and off. 

Using Shopify Flow automations, in-store conversion events get fed directly back to Meta Ads, so brands / digital marketing agencies like ourselves can truly see the impact of paid social campaigns, ads and return on investment (ROI) across all fronts. 

We once claimed this was revolutionary.

We now have proof that it is, in partnership with Godiva.

When Meta Rep first told us about their CAPI for Offline feature, our brains leapt straight to Godiva even before they finished their sentence.

A brand with stores across Melbourne, New South Wales and Canberra that’s often flooded with customers. But how many of them were incentivised to visit through an Instagram ad?

Ask us five months ago, and our answer would be: Couldn’t tell ya!

This wasn’t just an issue we were facing:

“Offline attribution has always been the missing piece for omnichannel brands like Godiva. But, as we've consolidated platforms, with retail and ecommerce all on Shopify and Shopify POS, we've been able to achieve insight beyond what we thought possible before – seeing the impact and attribution of paid performance on in-store purchases. Paid media has demonstrated value in a new measurable way, relevant for a brand growing in 2026, shifting the strategy for us across content, channels and how we view performance” – Marta Skrabacz, Head of Marketing, Godiva ANZ

Today, we’ve got numbers that tell a story even sweeter than Godiva’s famous G Cubes.

The brief was simple but potentially life-changing:

• Understand how online marketing influenced real-world retail behaviour
• Measure (quantifiably!) the offline impact of Meta Ads
• Push more people into stores, and
• Do this all in time to scale, with new product launches on the horizon (incl. Halloween Chocolixirs for their recent Peanuts collab)

Just ask any digital agency, and they’ll concur that offline attribution is often a black hole in paid social activity. There are third-party platforms that facilitate offline conversion tracking, but the costs? Almost definitely expensive.

With this new solution, we were about to shine a stadium light on it. For free.

Enter: Meta’s Offline for CAPI solution.

All it took was Godiva’s Shopify POS, a little bit of magic from Meta’s engineering team, and our account managers (Siann and Chris) ready to make attribution history. We’ve done a deep dive into how it all works in this blog post, so head over to read more. 

A few days later, offline sale figures began flowing into Meta like they’d been there all along. And look, they actually were! We just couldn’t see them before.

Now? Full picture unlocked.

All without needing to call up a mind-reader.

Finally, the good stuff. 

Upon implementation of this tracking solution, offline didn’t just show up – it outpaced online revenue FAST.

In the words of Siann herself, “How crazy is this?! We’ve always suspected we drove more purchases in-store than we could see since Godiva is food and beverage, but I wasn't expecting THIS many offline sales within the first week!”

• 4 to 21.5 ROAS aka. 437.5% uplift in ROAS
• 74% of total purchase revenue now attributable to in-store conversions previously untraceable
• 62% increase in MoM revenue, via offline conversions alone
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After the first full month of tracking (in October), offline purchases became the bulk of total monthly revenue in Godiva’s ad account, proving what we suspected but could never prove – people were seeing paid ads and walking into stores to buy.

Why wouldn’t they?

Godiva stores are convenient, stunning, and accompany cafes.

If you had that option instead of waiting (impatiently) on delivery, making your way into Godiva IRL makes perfect sense – especially if you’re in a time crunch for a last-minute gift.

Suddenly, our initial 4 ROAS and partnership KPIs looked tiny.

Offline wasn’t just a contributor, it was the ENGINE with an influence we couldn’t verify before.

Crazy how much time we spent underestimating our efforts, no?

By pairing Meta’s offline CAPI integration with first-party data, we not only proved the offline impact of digital marketing. We unlocked a brand-new growth lever.

Having this visibility now, Godiva found extra confidence to scale budgets substantially, reassured by the FACT that digital moves far more revenue than what appears online.

Which is great, given the many things in the Godiva land pipeline. If you’re interested, check out our other case study about their Dubai Chocolate range. 

If you’re an eCommerce brand with in-store presence (and on Shopify), we can replicate these same wins for you too. You’ll need Meta’s involvement, sure. But we’ve got a direct line to the team who can switch this on and get you attributing those in-person sales in a jiffy. 

Start 2026 right. With the ability to see what your Meta ads are really doing.

Get in touch with us (and our favourite Meta contacts) here.