How to monitor your offline sales: User Guide
use analytics to monitor your offline sales
How you monitor offline sales is a common problem for the majority of the service industry and high-value sales.
The difficulty is, that online marketing campaigns promoting their goods and services often result in offline purchases.
Purchases can be made either on the phone or in-person, which makes it difficult to track the success and failures of the marketing campaign within analytics.
For example, Let’s take a made-up restaurant, Little Sicilian, the most elegant Italian restaurant in Dronfield runs a Google Ads campaign offering 25% off to customers on the first week of reopening.
As a campaign manager, I have to devise a way to optimise the online marketing campaign for maximum offline sales conversions. By creating an efficient click-through system, I will be able to measure the online actions (traffic source, clicks, impressions, etc.) against offline sales activities.
Once I’ve correlated the campaigns, I will be able to target/bid that campaign more aggressively while reducing the marketing on the campaigns which haven’t faired so well. Or I may have to change the marketing strategy as a whole to drive more offline conversions.
The Coupon System
A paid Google Ad is placed, offering a 25% discount. When the interested party clicks on the advert, they move to a landing page which details the available discount and how they can claim or redeem the reward in the way of a coupon.
By using a lead submission form the visitor exchanges their contact details and the coupon emailed directly to their inbox, which becomes a qualified lead and ideal for building customer relationship with remarketing techniques.
With multiple campaigns, then different coupon codes and click-throughs are required so that we can monitor which campaign is most successful by the number of coupons redeemed during the offline sale.
Shortened Vanity URLs
Another method is the use of shortened URLs, more specifically ‘Vanity’ URLs.
Yesterday we covered the use of UTM’s which is a snippet of code added to the end of your URL and allows you to track the campaign success.
The length of the URL with the added UTM is considerable and not easily remembered. One method to get around this is to shorten the URL which basically masks the long UTM URL with a more memorable, shorter URL.
A vanity URL is generally made up using your brand/domain name and the offer or product you are selling.
For example, as an opening offer, Twisted Spire Digital Media is offering a 20% discount to all new customers until the end of May and pushing its sales of website design with a guaranteed price match.
The URL of the offer advertised yesterday including the UTM was:
Which we all agree isn’t memorable; however, if I were to use a vanity URL I would be able to shorten it to a more memorable URL for example twistedspire.co.uk/Sale2020
Both URL’s, long and short will take the visitor to the exact same place.