This document discusses tracking offline conversions from digital marketing campaigns. It provides an example of tracking customers from a bike repair shop that were acquired through online channels like PPC and SEO. The solution involves tying customer and event data from the shop's CRM and other systems to the customer's analytics platform ID to measure offline events. Tracking offline actions allows marketers to optimize campaigns based on true ROI and understand which channels and campaigns are driving the most valuable customers.

1. ed@metricmogul.co.ukcalltracks.com
Solving the Offline
Conversion Conundrum
for better digital marketing optimisation
Ed Brocklebank @edbrocklebank
BrightonSEO - April 2015
www.metricmogul.co.uk

2. ed@metricmogul.co.ukcalltracks.com
You’retheOwnerofa
bicyclerepairBUSINESS
Imagine

3. ed@metricmogul.co.ukcalltracks.com
Cost per lead
£0
£8
£15
£23
£30
Jan Feb Mar Jun Jul Aug Sep Oct Nov Dec
PPC
SEO
Performance Report
TARGET

4. ed@metricmogul.co.ukcalltracks.com
TheOptions
What would you do?
£0
£8
£15
£23
£30
Jan Mar Jul Sep Nov
PPC
SEO
TARGET

5. ed@metricmogul.co.ukcalltracks.com
TheOptions
A. Nothing
What would you do?
£0
£8
£15
£23
£30
Jan Mar Jul Sep Nov
PPC
SEO
TARGET

6. ed@metricmogul.co.ukcalltracks.com
TheOptions
A. Nothing
B. Hire a new SEO team
What would you do?
£0
£8
£15
£23
£30
Jan Mar Jul Sep Nov
PPC
SEO
TARGET

7. ed@metricmogul.co.ukcalltracks.com
TheOptions
A. Nothing
B. Hire a new SEO team
C. Hire a new PPC
team
What would you do?
£0
£8
£15
£23
£30
Jan Mar Jul Sep Nov
PPC
SEO
TARGET

8. ed@metricmogul.co.ukcalltracks.com
TheOptions
A. Nothing
B. Hire a new SEO team
C. Hire a new PPC
team
D. Hire a new SEO and
PPC team
What would you do?
£0
£8
£15
£23
£30
Jan Mar Jul Sep Nov
PPC
SEO
TARGET

9. ed@metricmogul.co.ukcalltracks.com
Edbrocklebank
Digital measurement strategy consultant
About
@edbrocklebank

10. ed@metricmogul.co.ukcalltracks.com
Edbrocklebank
Digital measurement strategy consultant
About
CAN DO
WANT
TO DO
@edbrocklebank

11. ed@metricmogul.co.ukcalltracks.com
Edbrocklebank
Digital measurement strategy consultant
About
CAN DO
WANT
TO DO
@edbrocklebank
S
H
O
U
L
D

12. ed@metricmogul.co.ukcalltracks.com
Whatistheoffline
conversionconundrum?
WhyshouldIcare?
WhatcanIdoaboutit?

13. ed@metricmogul.co.ukcalltracks.com
TheProblem

14. ed@metricmogul.co.ukcalltracks.com
We look at risk/reward
ratiosto decide what can be
improved.
As digital marketers

15. ed@metricmogul.co.ukcalltracks.com

16. ed@metricmogul.co.ukcalltracks.com
Risk

17. ed@metricmogul.co.ukcalltracks.com
Time
Money
Reputation
Risk

18. ed@metricmogul.co.ukcalltracks.com
Time
Money
Reputation
RewardRisk

19. ed@metricmogul.co.ukcalltracks.com
Time
Money
Reputation
Retweets, impressions, follows,
TV ad view
Clicks, visits
Registrations, email signup,
phone call, store visit, catalog
request
Customers, revenue, order value,
lifetime value, market share,
brand loyalty
RewardRisk

20. ed@metricmogul.co.ukcalltracks.com
Time
Money
Reputation
Small
Large
Retweets, impressions, follows,
TV ad view
Clicks, visits
Registrations, email signup,
phone call, store visit, catalog
request
Customers, revenue, order value,
lifetime value, market share,
brand loyalty
RewardRisk

21. ed@metricmogul.co.ukcalltracks.com
Risk
ROI
CPA
ROAS
CPC
CPM
Metric Reward

22. ed@metricmogul.co.ukcalltracks.com
Risk
ROI
CPA
ROAS
CPC
CPM
Metric
Money
Money
Money
Money
Money
Revenue
Signups/Registrations
Revenue
Clicks
Impressions
Reward

23. ed@metricmogul.co.ukcalltracks.com
BacktotheBIKEShop
Let’s go

24. ed@metricmogul.co.ukcalltracks.com
Cost per lead
PPC
SEO
Report A
Fire SEO team

25. ed@metricmogul.co.ukcalltracks.com
Cost per lead
£0
£8
£15
£23
£30
Jan Feb Mar Jun Jul Aug Sep Oct Nov Dec
PPC
SEO
Report A
Fire SEO team

26. ed@metricmogul.co.ukcalltracks.com
Return on ad spend
0
0.7
1.4
2.1
2.8
Jan Feb Mar Jun Jul Aug Sep Oct Nov Dec
PPC
SEO
Chart B

27. ed@metricmogul.co.ukcalltracks.com
Whathappened?
Analysis

28. ed@metricmogul.co.ukcalltracks.com
Cost per lead
Digital marketing team
optimising here
Whathappened?
Analysis

29. ed@metricmogul.co.ukcalltracks.com
Cost per lead
Digital marketing team
optimising here
Return on
ad spend
CEO judging
performance on revenue
Whathappened?
Analysis

30. ed@metricmogul.co.ukcalltracks.com
?

31. ed@metricmogul.co.ukcalltracks.com

32. ed@metricmogul.co.ukcalltracks.com
Who’s most at risk
Understanding

33. ed@metricmogul.co.ukcalltracks.com
Who’s most at risk
Service/non-transactional websites
Understanding

34. ed@metricmogul.co.ukcalltracks.com
Who’s most at risk
Service/non-transactional websites
Finance/travel
Understanding

35. ed@metricmogul.co.ukcalltracks.com
Who’s most at risk
Service/non-transactional websites
Finance/travel
High value goods
Understanding

36. ed@metricmogul.co.ukcalltracks.com
Who’s most at risk
Service/non-transactional websites
Finance/travel
High value goods
Retailers with online and offline stores
Understanding

37. ed@metricmogul.co.ukcalltracks.com
ASOLUTION

38. ed@metricmogul.co.ukcalltracks.com
Howdowetrackthis?
A solution

39. ed@metricmogul.co.ukcalltracks.com
Howdowetrackthis?
• In-house system communicates with
analytics system when important event
happens.
A solution

40. ed@metricmogul.co.ukcalltracks.com
Howdowetrackthis?
• In-house system communicates with
analytics system when important event
happens.
• Google Analytics Measurement Protocol
(other systems have similar functionality)
A solution

41. ed@metricmogul.co.ukcalltracks.com
Howdowetrackthis?
• In-house system communicates with
analytics system when important event
happens.
• Google Analytics Measurement Protocol
(other systems have similar functionality)
• Must be one or more primary key to tie
everything together (UUID, GA cookie ID, Lead
ID, etc.)
A solution

42. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v1)
Google Analytics
Website
CRM

43. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v1)
Google Analytics
Website
CRM
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
JavaScript API

44. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v1)
Google Analytics
Website
CRM
Event: Booking made
Lead ID: 001
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
JavaScript API

45. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v1)
Google Analytics
Website
CRM
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
JavaScript API

46. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v1)
Google Analytics
Website
CRM
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
JavaScript API
Measurement
protocol API

47. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v1)
Google Analytics
Website
CRM
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
Event: Booking made
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
JavaScript API
Measurement
protocol API

48. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v1)
Google Analytics
Website
CRM
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
Event: Booking made
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
Event: Repair Performed
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Campaign Info: CPC
JavaScript API
Measurement
protocol API

49. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v2)
Google Analytics
CRM
Website
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001

50. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v2)
Google Analytics
CRM
Website
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
?

51. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v2)
Google Analytics
CRM
Website
GA Cookie:
12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
?

52. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v2)
Google Analytics
CRM
Website
GA Cookie:
12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
?
Event list

53. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v2)
Google Analytics
CRM
Website
GA Cookie:
12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
?
Event list
Event: Booking made
Lead ID: 001
GA Cookie: 12345678
Event: Repair Performed
Lead ID: 001
GA Cookie: 12345678

54. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v2)
Google Analytics
CRM
Website
GA Cookie:
12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
?
Event list
Event: Booking made
Lead ID: 001
GA Cookie: 12345678
Event: Repair Performed
Lead ID: 001
GA Cookie: 12345678
FinanceEvent list

55. ed@metricmogul.co.ukcalltracks.com
Trackingthebikeshop(v2)
Google Analytics
CRM
Website
GA Cookie:
12345678
Event: Submitted Lead
Lead ID: 001
GA Cookie: 12345678
Event: Submitted Lead
Lead ID: 001
Event: Booking made
Lead ID: 001
Event: Repair Performed
Lead ID: 001
?
Event list
Event: Booking made
Lead ID: 001
GA Cookie: 12345678
Event: Repair Performed
Lead ID: 001
GA Cookie: 12345678
FinanceEvent list
Call centre
Event list

56. ed@metricmogul.co.ukcalltracks.com
CASE STUDY: FINANCE

57. ed@metricmogul.co.ukcalltracks.com
Sequenceofevents
Case Study

58. ed@metricmogul.co.ukcalltracks.com
Sequenceofevents
Case Study
Website
visit
Enquiry
Phone call
Information
pack
Sale

59. ed@metricmogul.co.ukcalltracks.com
Old analysis focus
Sequenceofevents
Case Study
Website
visit
Enquiry
Phone call
Information
pack
Sale

60. ed@metricmogul.co.ukcalltracks.com
Old analysis focus
Sequenceofevents
Case Study
Website
visit
Enquiry
Phone call
Information
pack
Sale
Cost per enquiry
Cost per phone call
Cost per pack sent
Cost per pack
received
Cost per sale
Cost per visit

61. ed@metricmogul.co.ukcalltracks.com
SYSTEMSUsed
Call tracking and
analytics system for
data merging.
(not just for calls!)
Case Study
You all know this
one. The most widely
used analytics tool.
Client CRM system

62. ed@metricmogul.co.ukcalltracks.com
Subtitle
1
Offline events
2
Batch import whenever CRM/
finance data received

63. ed@metricmogul.co.ukcalltracks.com
Channelperformance
Sample analysis

64. ed@metricmogul.co.ukcalltracks.com
Channelperformance
Sample analysis
95%
84%

65. ed@metricmogul.co.ukcalltracks.com
Channelperformance
Sample analysis
17%
21%
95%
84%

66. ed@metricmogul.co.ukcalltracks.com
Campaignperformance
Sample analysis

67. ed@metricmogul.co.ukcalltracks.com
Campaignperformance
Sample analysis
£139
£92
£56

68. ed@metricmogul.co.ukcalltracks.com
Campaignperformance
Sample analysis
£139
£92
£56
£254
£1,903
£371

69. ed@metricmogul.co.ukcalltracks.com
Campaignperformance
Sample analysis
Action 1: Divert spend from campaign 1 to 2.
Action 2: Understand why campaign 7 claims are not completing.
£139
£92
£56
£254
£1,903
£371

70. ed@metricmogul.co.ukcalltracks.com
Landingpageperformance
Sample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
/ppi-claims
MANY

71. ed@metricmogul.co.ukcalltracks.com
Landingpageperformance
Sample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
/ppi-claims
MANY

72. ed@metricmogul.co.ukcalltracks.com
Landingpageperformance
Sample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
STARS
(promote,buildsimilarpages)
/ppi-claims
MANY

73. ed@metricmogul.co.ukcalltracks.com
Landingpageperformance
Sample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
STARS
(promote,buildsimilarpages)
/ppi-claims
Hiddengems
(promote)
MANY

74. ed@metricmogul.co.ukcalltracks.com
Landingpageperformance
Sample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
STARS
(promote,buildsimilarpages)
DOGS
(Remove,optimise)
/ppi-claims
Hiddengems
(promote)
MANY

75. ed@metricmogul.co.ukcalltracks.com
Landingpageperformance
Sample analysis
/have-i-got-ppi
/endowment claims
/
/no-account-details
Hopefuls
(Surveycustomers)
STARS
(promote,buildsimilarpages)
DOGS
(Remove,optimise)
/ppi-claims
Hiddengems
(promote)
MANY

76. ed@metricmogul.co.ukcalltracks.com
IN SUMMARY…

77. ed@metricmogul.co.ukcalltracks.com
Business Owners care about big
rewards, which resideatthe end of
the funnel.
Measuring, reporting and
optimising for this will make the
bosses recognise yourvalue and
keep employing you.

78. ed@metricmogul.co.ukcalltracks.com
Appendix

79. ed@metricmogul.co.ukcalltracks.com
Event Trigger location Timeframe Method Collection
location
(GA cookie ID pickup) Website Realtime JavaScript Calltracks
Form Submitted Website Realtime JavaScript GA, CRM, Calltracks
Phonecall Made Calltracks Realtime MP GA
(CSV data sent) CRM, Finance Batch SSH Calltracks
Pack Sent Calltracks Batch MP GA
Pack Received Calltracks Batch MP GA
Closed (Pre Claim) Calltracks Batch MP GA
Claim Started Calltracks Batch MP GA
Invoiced Calltracks Batch MP GA
Paid Calltracks Batch MP GA
Closed (Post Claim) Calltracks Batch MP GA
EventsCollected
Each event had either a UUID and/or LEAD ID attribute for stitching events together later.
Case study