What are the best ways to track online advertising impact on offline sales?

1 Use online-to-offline attribution tools

One of the best ways to track online advertising impact on offline sales is to use online-to-offline attribution tools. These are software solutions that link online ad impressions, clicks, and conversions to offline purchases, store visits, and phone calls. They use various methods, such as geolocation, device IDs, loyalty cards, coupons, or surveys, to connect the dots between online and offline behavior. Some examples of online-to-offline attribution tools are Google Store Visits, Facebook Offline Conversions, and Foursquare Attribution.

2 Set up tracking codes and pixels

Another way to track online advertising impact on offline sales is to set up tracking codes and pixels on your online ads and landing pages. These are snippets of code that collect data about your online visitors, such as their source, device, location, and actions. You can use these data to segment your audience, create remarketing lists, and optimize your campaigns. You can also use tracking codes and pixels to measure the effectiveness of your online ads in driving offline conversions, such as store visits or phone calls. Some examples of tracking codes and pixels are Google Analytics, Google Ads, and Facebook Pixel.

3 Use call tracking and analytics

A third way to track online advertising impact on offline sales is to use call tracking and analytics. These are services that assign unique phone numbers to your online ads and landing pages, and record and analyze the calls that come from them. You can use these services to measure the volume, duration, quality, and outcome of the calls that your online ads generate, and how they influence your offline sales. You can also use call tracking and analytics to optimize your call handling, routing, and scripting, and improve your customer experience. Some examples of call tracking and analytics services are CallRail, CallTrackingMetrics, and Invoca.

4 Use CRM and POS integration

A fourth way to track online advertising impact on offline sales is to use CRM and POS integration. These are systems that connect your customer relationship management (CRM) software and your point-of-sale (POS) system, and allow you to match your online leads and customers with your offline transactions and revenue. You can use these systems to track the entire customer journey, from the first online touchpoint to the final offline purchase, and measure the return on ad spend (ROAS) of your online campaigns. You can also use CRM and POS integration to personalize your communication, offers, and loyalty programs, and increase your customer retention and lifetime value. Some examples of CRM and POS integration solutions are Salesforce, HubSpot, and Shopify.

5 Use surveys and feedback

A fifth way to track online advertising impact on offline sales is to use surveys and feedback. These are methods that ask your online and offline customers directly about their awareness, perception, and satisfaction with your online ads and your brand. You can use these methods to collect qualitative and quantitative data about your online advertising impact on offline sales, and identify the strengths and weaknesses of your campaigns. You can also use surveys and feedback to improve your customer service, reputation, and loyalty, and encourage referrals and reviews. Some examples of surveys and feedback tools are SurveyMonkey, Typeform, and Trustpilot.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?