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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...