Offline events vs storefront events
Máximo tracks conversions two ways (storefront events and offline events) and they’re built to be complementary, not overlapping.
What each covers
Section titled “What each covers”Storefront events come from a shopper’s actual browsing session on your Online Store: page views, product views, cart activity, and a checkout that completes in that same tracked session. They’re captured by the Web Pixel and theme app embed in real time as the shopper moves through your site.
Offline events cover everything that produces a paid order without a tracked storefront checkout session, POS sales, subscription renewals, phone orders, draft orders, and sales through channels like Buy Button, Wholesale/B2B, Shop App, or social/marketplace channel apps. See Channels and apps for exactly which sources qualify.
How double counting is avoided
Section titled “How double counting is avoided”The two paths are mutually exclusive by design: Online Store orders are always excluded from offline-event matching, no matter which channels you’ve enabled, because they’re already captured by the storefront pixel. An order is either a storefront checkout the pixel saw directly, or an offline order Máximo picked up from the order itself, never both. There’s no scenario where the same order is sent as both a storefront event and an offline event.
The one exception is the moment a subscription starts: the initial sign-up is a normal storefront checkout, so the pixel already captures it as a purchase. Only the renewal charges that happen later, outside any browser session, are sent as offline events.
When you need both
Section titled “When you need both”Most stores need both. If you sell exclusively online with no POS, no subscriptions, and no other sales channels, storefront events alone capture every conversion. But as soon as any order can complete outside a tracked browser session (a POS terminal, a subscription renewal, a wholesale order) offline events are what get those conversions to your ad platforms at all, since the storefront pixel structurally cannot see them.