How to Track Offline Conversions

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By Boris Dzhingarov

In today’s digital world, online marketing is essential for businesses, but many still rely on offline conversions, such as phone calls or in-store visits to generate revenue. That is why gathering data about your offline conversions is crucial for the success of your marketing. Let’s take a look at some of the ways you can keep track of this vital information and how you can use it to increase the performance of your current and future campaigns.

Use Unique Phone Numbers

Using unique phone numbers is easily one of the most effective ways to track offline conversions. By assigning a unique phone number to your marketing campaigns, you can track the number of calls generated from each one so you can make an educated choice on which campaign is worth continuing and which ones need to be adjusted. There are a few ways you could implement unique phone numbers into your strategy. One option is to use call tracking software that assigns a unique phone number to each campaign. Another option is to use call forwarding to route calls to a specific number depending on the campaign source.

Implement QR Codes

QR codes are making a big impact in the marketing world because they offer businesses an easy way to promote sharing, can help enhance a site’s SEO, and their effectiveness can easily be monitored, making campaigns easier to tweak to be more effective. By including a QR code on your offline marketing materials, such as flyers or posters, you can track the number of people who scanned the code and visited your website.

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To implement QR codes in your marketing campaigns, you can use a QR code generator to create a unique QR code for each campaign. You can then include the QR code on your marketing materials and track the number of scans using a QR code tracking software, which will provide you with data that you can use to make the necessary changes to your campaign.

Use Coupons and Promo Codes

Coupons and discount codes are fantastic tools in your marketing arsenal because they provide tangible evidence that your campaign is working. To implement them into your marketing, begin by assigning a unique code to each campaign, which will enable you to track the number of people who redeemed the code in-store or online. By giving each campaign a unique identifier, you can track the number of redemptions using a coupon or promo code tracking software on a campaign-by-campaign level so you can see which is the most effective and tailor the rest of your marketing to fit.

Ask Customers for Feedback

One of the oldest methods for tracking the success (or failings) of your marketing campaigns is by asking your customers directly. For example, you can use surveys or feedback forms to gather information about how customers found out about your business and what made them decide to make a purchase. If you are worried about customers declining the opportunity to give their input, consider utilizing promo codes or coupons to incentivize them into giving you a bit more of their time to help your business succeed. 

Track Location Data

If your business has multiple locations, tracking location data can be a great way to track your conversions. By using geofencing technology, you can track the number of people who visited your store after seeing your offline marketing materials. When a customer enters the geofence, you can track their location and determine whether they visited your store. Knowing where your marketing is most effective will let you streamline your campaign and result in more conversions in the future.

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Track Email and Direct Mail Campaigns

Email and direct mail campaigns can also drive offline conversions, so keeping track of the number of online responders and mail responders can provide vital data on how to improve your campaign. You can also use unique tracking URLs in your email or direct mail campaign to track the number of people who clicked through to your website.

Monitor Social Media Mentions

Social media is a powerful tool for businesses and one that can be very effective in driving offline conversions. By monitoring social media mentions of your business, you can track the number of people who are talking about your business online, so you can streamline your campaign to better reach that particular audience. To monitor social media mentions, you can use social media monitoring tools that track brand mentions and sentiment and set up alerts for specific keywords related to your business to track any mentions. Most social media platforms come equipped with the tools that you will need, but you should also consider looking into third-party tools and apps that can provide more information, as well as tips on how to improve if your campaign isn’t performing.

Use Google Analytics

One of the best tools for tracking your offline conversions is Google Analytics. This free-to-use tool allows website owners to track the number of people who clicked through to their website from offline marketing materials. By simply setting up conversion tracking in Google Analytics, you can track the number of people who made a purchase or filled out a lead form after clicking through to your website and adjust your campaigns as necessary.

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Use CRM Software

Customer relationship management (CRM) software is a powerful tool for tracking offline conversions. By using CRM software, you can track the number of leads and customers generated from your offline marketing campaigns and make data-driven choices for your next campaign. To use CRM software to track offline conversions, you can create a contact or lead record for each person who contacts your business. You can then track the source of the lead, such as a specific campaign or marketing material, showing you where your campaigns are hitting home runs and where they need a bit of adjustment.

Tracking offline conversions is crucial for businesses that rely on in-store visits or phone calls to generate revenue. So, whether you are a small business owner or a marketing professional, make sure to implement these methods to track your offline conversions and maximize your return on investment. With the right data and insights, you can optimize your marketing efforts and attract more customers to your business with minimal effort.