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‍5 Ways to Track Offline Conversions

Business Development

The success of a company's conversion strategy relies heavily on the quality of its customer service and the continuity of its sales process.

As we evolve into an ever more digitized society, we’ve generally gotten pretty good at tracking how successful these efforts are when people make purchases online.

But what happens when a customer sees an ad online, and then makes an offline purchase?

As we've discussed before, online and offline business tactics work best when combined. For instance, it’s all too easy for businesses to miss opportunities to leverage offline networks, which, along with leading to offline conversions, can even aid online visibility!

So how do you make sure that the success of online advertising is acknowledged even if the actual purchase occurs offline? There's no need to worry; our SEO marketing agency is here to help.

Continue reading this article to learn more about offline conversions and the best ways to track them.

Facebook Ads

Using Facebook Ads to track offline conversions is as simple as using relevant customer information. However, you must first gather personal information from your customers, such as their names, phone number, and email address.

The data must then be uploaded to Facebook.

Before uploading the data, you must create a Facebook Ad Account. Then, navigate to the events page and tap on the "Connect Data Sources" button on the left. Then select the offline option and begin.

This allows you to tailor who has access to the event tracking feature to your needs.

By using Facebook Ads to track how many people saw your offline ads, you can determine how long it took for them to convert.

Furthermore, Facebook Ads conversion tracking allows you to see how long customers could see your ads on the platform before they converted offline.

Google Ads

Google ads

As a result of Google's dominance in the search engine industry, more and more entrepreneurs and advertising professionals are adopting the practice of using Google to promote their products and services.

The "Google Ads" feature of the search engine also helps track offline conversions.

While advertisements are a great way to get your message out to more people on the web, they may not always increase online sales.

In addition, sales conversion can occur offline.

There are two types to track offline conversions using Google Ads:

  • Conversions From an Ad Click - Google creates a unique click ID, also called a Google Click Ad ID (GCLID), for each user who clicks on your ad. When a customer fills out a form on your website, the information they provide (along with the GCLID) is sent to your customer relationship management system.
  • Conversions From Calls - For telephone exchanges, the GCLID is not necessary, but the caller's telephone number and the time of the call should be recorded. After a call is converted, the sales information is sent to Google Ads, which can be associated with your ad campaign.

There may be technical issues when setting up Google Ads for your business. In this case, experts are needed. Consider hiring our SEO marketing agency to assist you with your offline conversion requirements.

In-Store Visit Conversions

Google My Business

Effective social media marketing can bring customers to your brick-and-mortar store, so it's in your interest as a business owner to learn how those customers found you in the first place.

Knowing how many people visited your store due to seeing or clicking on an ad is called "store visit conversion." This can be accomplished by claiming a storefront on Google Maps through a Google My Business profile.

Google Adwords can also read a user's GPS location to calculate the frequency with which they visit a particular store. A user's exposure to your ad and website history can also be tracked.

In addition to organic search engine marketing, our SEO marketing agency provides pay-per-click (PPC) Google advertising services. Customers' offline activities could be easier to track if such ads are used.

QR Codes

scanning a QR code

Although QR codes have been around since 1994, their popularity during this pandemic has caused their use to skyrocket in all areas—from tracking to grocery shopping to payment.

The convenience of QR codes as a means of quickly gaining access to information has led to their rising popularity among consumers and businesses alike.

Today, it has many more applications and is used all over the world to do things like monitor offline conversions.

Okay, now that your interest has been captivated, you're probably thinking about incorporating QR codes into your next in-person marketing campaign. See how these five simple steps in HubSpot can help you generate, monitor, and evaluate QR codes for use in your online marketing efforts.

By generating a different QR code for each advertising avenue, offline conversions can easily be tracked. This will help you determine which channel was most successful in generating leads and, ultimately, customers.

Call Tracking

flower shop owner answering a phone call

Conversion optimization can include having a conversation online and on social media platforms. Yet another factor that could affect conversion rates is the customer's actual phone call.

Our SEO marketing agency believes that this method for tracking offline conversions is still useful. It is because some people still find it easier to make a direct call rather than go online.

Google Analytics is the solution for tracking calls for offline conversions.

To begin, you must plan events and define your objectives. Following that, you can purchase call-tracking software integrated with Google Analytics.

RELATED: Call Tracking Apps Integrated With Google Analytics 360

Setting up the events is critical because it is where the user interactions can be seen. And with that, business owners and marketers can determine the number of calls received and where the calls originated (like if from organic, social, and direct campaigns).

Struggling To Keep Tabs on Your Offline Conversions? Get Our Help Today!

Even in the digital age, some people prefer to make purchases the old-fashioned way. In these cases, determining whether or not online ads lead to offline purchases can be difficult.

While there are many ways to track offline conversions, it is still essential to consider which approach will be most effective for a particular type of business.

Here at Digital Resource, our experts will ensure that we find the best solution to track offline conversions for your business. 

If you believe your company could benefit from this type of advertising, please contact us immediately and we will explain our offerings in greater detail.

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