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Episode 10: A Deep Dive Into Offline Conversion Tracking
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Join Chris Stott, co-founder of PPC Geeks, and Siobhain McConnell, one of our Senior Client Managers, in Episode 10 of the All Things PPC Podcast – A Deep Dive Into Offline Conversion Tracking!
What is Offline Conversion Tracking?
In this episode, we take an in-depth look at offline conversion tracking and its critical importance for the businesses we work with. Offline conversion tracking refers to the process of tracking customer actions that happen offline (such as phone calls, in-person visits, or purchases made at physical stores) and connecting them back to online marketing efforts. This tracking is essential for a holistic understanding of the customer journey, as it bridges the gap between online and offline interactions.
Why Offline Conversion Tracking Matters
Many businesses don’t even think about it, but this process can make a significant difference in understanding the complete customer journey and improving overall marketing strategies. By integrating offline conversion data, businesses can gain insights into how online ads and campaigns influence offline actions, allowing for more informed decisions and optimised marketing spend.
Situations Where Offline Conversion Tracking Shines
We’ll delve into various situations where this process comes into play. For example:
- Retail Stores: Tracking in-store purchases that originated from online ads.
- Service-Based Businesses: Connecting online appointment bookings to completed services.
- Events and Trade Shows: Linking online registrations to actual attendance and engagement.
Understanding the Process
Explaining what offline conversion tracking actually means involves demystifying the process. It includes:
- Capturing Offline Data: Using unique identifiers like phone numbers, coupon codes, or customer IDs.
- Integrating with Online Systems: Syncing offline data with online platforms like Google Ads or CRM systems.
- Analysing the Results: Evaluating the combined data to see the full impact of marketing efforts.
Real-World Examples
We provide numerous examples to illustrate its benefits. For instance, a retail chain might discover that a significant portion of its in-store sales are driven by online ads, leading them to allocate more budget to digital campaigns. Similarly, a service provider could track which online channels generate the most offline appointments, optimising their advertising strategy accordingly.
Transform Your Approach
Don’t miss out on this insightful discussion that could transform your approach to tracking conversions and enhance your business performance. By understanding and implementing offline conversion tracking, you can unlock a wealth of data that helps refine marketing strategies and drive better results.
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