Offline conversions provide advertisers with a comprehensive understanding of their marketing performance by tracking customer actions that occur both online and in physical locations. This allows businesses to gain a more complete picture of how their advertising efforts lead to actual sales or desired outcomes, regardless of where the final transaction takes place.
Providing a Holistic Marketing View
The primary function of offline conversions is to offer a holistic view of marketing efforts. This means they combine data from digital interactions with information from real-world activities. Specifically, they enable the capture of both online and in-store purchases, ensuring that advertisers can attribute the full impact of their campaigns, whether a customer completes a transaction on a website or at a physical store. This integrated perspective helps businesses understand the true reach and effectiveness of their advertising spend.
How Offline Conversions Work
The process of tracking offline conversions typically involves a technical setup to collect and store customer action data:
- Code Implementation: Code is added to a website or application. This code acts as a tracker, monitoring customer interactions.
- Action Storage: Every time a customer completes a specific action, this information is stored.
- Examples of Tracked Actions:
- Making a purchase (both online and subsequently attributed offline).
- Filling out a lead form.
By storing these actions, businesses can then link them back to their advertising campaigns, providing valuable insights into the full conversion path, even if the final conversion happens offline.
