Addressing the Offline EcosystemPawel Matkowski, Google Analytics Product Expert

THE WORLDAS WE KNOW IT

HOW DOES IT WORK TODAY?ONLINE CONVERSION TRACKING

SITE

AD

AD

AD

AW CT

...differently

SITE

AD

AD

AD

AW CT

Online leads are qualified on the phone

Sales close after in-person meetings

Revenue generation happens in store

FOR SOME HOWEVER, IT WORKS...THE CHALLENGE

...AND WE ARE ADDRESSING IT!TODAY

Online leads are qualified on the phone

Sales close after in-person meetings

Revenue generation happens in store

OFFLINE MEASUREMENT

IN A NUTSHELL...LEADS MEASUREMENT DATA FLOW

2 User submits

the lead (form).

3CID/GCLID is passed and

stored in your database.

4The

lead/sales is closed offline. GA

1 User clicks on

an ad and arrives on the

site.

ADFORM

5Offline

conversion data upload.

AW

CID/GCLID748596123

Data uploaded:AW (CSV/API)GA (MP/CSV)

THE RULE OF FOUROFFLINE CONVERSION TRACKING

Capture the CID/GCLID and store it.

01.Pass the CID/GCLID along with the lead details to the backend/CRM system.

02.

Add custom fields to the customer/CRM system so that the CID/GCLID can be stored together with the lead info.

03.

04.Extract CID/GCLID and conversion details from your backend/CRM system to GA/AW.

CASH LOANSOFFLINE CONVERSIONS - FINANCIAL LEADS

sharkloans.comsharkloans.com

FINISHING OFF WITH ADWORDSADWORDS CONVERSION IMPORT

Import the offline conversions to AdWords through a *.CSV file or our API (recommended for automated bidding).

ADWORDS AND ANALYTICSWORK TOGETHER

GA

AW

FINISHING OFF WITH ANALYTICSTHE BIDDING IS HERE AS WELL

Send offline conversion as an Event hit.

01.Create and Event-type Goal.

02.

Import the Goal into AdWords.

03.

04.Utilize AdWords auto-bidding features, i.e. CO, Target ROAS.

IN-STORE TO E-COMMERCE ATTRIBUTION

E-COMMERCE PURCHASE

BUY NOW!

Pawel Matkowski

THE STANDARD WAY ;-)

IN-STORE PURCHASETHE MP WAY ;-)

NO, THE JOURNEY DOESN’T END HEREWE ARE JUST ONE STEP CLOSER TO END GOAL...

DecisionIntentConsiderationAwareness

Display click Social Email

Paid Search

THE STORY CONTINUES...