Before you start
Make sure you have the following in place on the Meta side before creating an omnichannel campaign in Hunch:
A unified dataset (Pixel with in-store events) connected to your ad account. This single dataset tracks both your website and in-store purchase events. If you don't have one set up yet, configure it in Meta Business Manager via the Conversions API before proceeding.
Your ad account must be eligible for Omnichannel Ads. Meta enables this at the account level. If you're unsure, contact your Meta representative. Hunch will surface a clear error message if the account is not yet eligible.
Note: Omnichannel Ads are only available for the Sales campaign objective.
Creating an omnichannel campaign
1. Set the campaign objective to Sales
In Hunch, create a new campaign and set the objective to Sales. Omnichannel configuration is not available for other objectives.
Select the unified dataset (your Pixel with in-store events) you want to use for this campaign.
Coming soon: Support for standalone offline datasets alongside a separate Pixel will be available in a future update. Currently, Hunch supports unified datasets only.
2. Select Website and in-store as the Conversion Location
At the campaign level, you'll find the Conversion Location selector. Choose Website and in-store.
This is what enables the omnichannel setup. Once selected, the rest of the configuration at ad set level will reflect this choice.
3. Configure your ad set
When you reach the ad set step, the following settings are applied automatically based on your Conversion Location selection. They cannot be changed - these are Meta requirements for omnichannel campaigns:
Conversion event: Purchase
Performance goal: Maximize number of conversions
Attribution setting: 7-day click or 1-day view
No action is required for any of these - they are set for you.
4. Complete the rest of your ad set
Continue with your standard ad set setup — audience, budget, schedule. Nothing else changes for an omnichannel ad set.
5. Advantage+ Catalog (if applicable)
If your campaign has Advantage+ Catalog enabled, Hunch automatically sets the in-store catalog variation when Website and in-store is selected as the Conversion Location. No additional steps required.
Note: The web + app + in-store variation is not currently supported.
6. Create your ads
Ad creation for omnichannel campaigns works the same as standard Sales campaigns. Supported formats: single image, single video, carousel, collection, and Advantage+ Catalog templates.
Note: Flexible ad formats and existing organic posts are not supported for omnichannel campaigns — this is a Meta restriction.
Automated campaigns
If you're running an automated campaign (feed-based), there are two scenarios:
Manual adset selection entered manually: You can pick the Pixel from the selector.
(Multicampaign) Ad account from feed: The Pixel must also come from the feed. The selector is replaced by a feed column mapping field.
Viewing omnichannel performance in Insights
Once your omnichannel campaigns are live, you can view the following performance in campaign insights:
Metric | What it shows |
Website Purchases | Website purchases tracked via your Pixel |
In-store purchases | In-store purchases tracked via your unified dataset |
Total purchases | Combined online + in-store purchases |
ROAS | Combined return on ad spend across all channels |
To add these columns, open Insights, go to column settings, and select the metrics above.
In-store data may be delayed. These figures reflect offline events that have been uploaded to Meta at the time you're viewing the data — not real-time transactions.
Common errors and what they mean
Message | What to do |
"This ad account is not eligible for Omnichannel Ads." | Contact your Meta representative to enable access for the account. |
"A valid Meta Pixel is required to create an omnichannel ad set." | Make sure a unified dataset (Pixel) is connected to the ad account in Meta Business Manager. |
"Flexible ad formats are not supported for omnichannel ad sets." | Switch to single image, video, carousel, or collection format. |
"Existing posts cannot be used for omnichannel ad sets." | Use uploaded creative rather than an existing organic post. |
Frequently asked questions
Do I need to do anything special on the Meta side before using this in Hunch? Yes, your ad account needs to be eligible for Omnichannel Ads and you need a unified dataset (Pixel with in-store events) connected to the account. These are set up in Meta Business Manager. Hunch does not create or manage datasets.
Why can't I change the conversion event, performance goal, or attribution setting? These are fixed by Meta for all omnichannel campaigns and cannot be overridden. Meta requires Purchase as the conversion event, Maximize number of conversions as the performance goal, and 7-day click or 1-day view as the attribution window.
My in-store numbers look low or are missing. What's wrong? In-store data depends on the events being sent to your unified dataset via the Conversions API. If there's a delay in your upload process or events aren't flowing consistently, the numbers in Insights will reflect that. Check your dataset's event quality in Meta Business Manager.