The success of online marketing is when customers are added. How do you find out whether your ads contribute to this addition? The solution is offline conversion tracking. This technique helps to track and figure out those advertisements driving sales and those whose performance is below par. After viewing an advertisement online and conducting a thorough research, customers make a decision. This decision affects the ROS of the business and therefore must be analyzed thoroughly. Offline conversion tracking helps track customer behavior, and calculate the value of online ads, campaigns, keywords, and platforms that move them towards the shop. Professional SEO services aid offline conversion tracking which enables businesses to optimize their marketing according to the customer habits.
Offline Conversion Tracking: 10 Best Methods
Offline conversion tracking can be done by following the practices given below:
- Call tracking
This method is used to find out those ads and keywords generating the greatest number of sales calls. Customer behavior is also tracked this way by analyzing details like the time of the day the maximum number of calls are generated.
- Setting External ID
External ID assigned to each customer acts as a unique representation system on online advertising platforms. These IDs allow an uninterrupted tracking of customer activities, both online and offline and thereby attributes to offline conversion. Popular platforms like Google Ads, Microsoft Ads and Facebook Ads use this method.
- Value to the final conversion
Rather than exporting just the conversion data, a value shall be assigned. These values can be in the form of worth of purchase. This can help track the actions that are most valuable and invest more to their cause.
- Analyzing every stage in the conversion cycle
Analyzing and syncing all stages of lead generation helps to calculate the weightage of each. Data must therefore be collected from not just the final success stage. This comprehensive practice allows to make necessary changes in every single step improving the conversion rates.
- Coupons and Promo codes
It is a recently evolved phenomenon of assigning promo codes and coupons to advertising campaigns. This motivates the customer to make the purchase as it seems profitable for them. These codes have also emerged as a part of collaborative marketing. Analyzing the usage of coupon codes among customers helps offline conversion tracking.
- Using location trackers
Store locators integrated with location tracking devices like Google maps can be added to the respective campaign websites. Store locators help to find out the users driven to offline shops from the campaigns by tracking the number of people accessing them.
- Point of sale surveys
This is a direct yet precise tactic. Surveys are attached to the campaign site which the customer attends. Ranking Questions like ‘the likelihood to buy offline’ help to understand the influence of the campaign on customers and the probable conversion rates. Offline stores often ask customers to attend online surveys with a small request at the end of the billing receipt.
- Research methods
The age old practice of focus groups, interviews and field surveys can be conducted by outsourcing the service to a professional SEO company. Though a hectic process, the results are almost accurate.
- QR codes and UTMs
These are used by customers for both online and offline purchase, facilitating conversion tracking. UTM or Unique tracking module is a text added to the tail of the URL that helps track the statistics of a marketing campaign and the sources contributing to the traffic. These techniques are more convenient if the business operates both online and offline.
- In store analytics
Sensors and Wi-Fi signals in store can be used to track in-store analytics. They analyze the products customers are most interested in and how long they spend in the store. These analytics are then synced with the online data.
Offline conversion tracking improves and personalizes customer experience and business profit. A search engine optimization company helps the tracking process to analyze and update various marketing campaigns and drive traffic to the website and customers to the store.
