marinsoftware.com The Online-to-Offline Search Marketing Playbook Different Ways to Track Online-to-Offline Conversions Knowing where your leads are coming from is just as important as reaching your acquisition goal at the end of the month. That’s how you’ll know which campaigns are giving better results and which ones are bringing in more sales opportunities. Here are a few different ways to track online-to-offline sales. Mobile Coupons If you’re advertising an exclusive offer online, you can display a different coupon code for each ad and source of traffic. So, if you’re advertising on hundreds of different keywords, then each one would have a different code to allow you to track sales back to the exact keyword. All you have to do is require that the customer give you the coupon code over the phone or in person to get the exclusive offer. Then, you can match the codes to the ads and sources of traffic. This method is pretty easy to implement and manage. It allows you the flexibility to track to a granular level, whether that’s to the online marketing channel or to a specific search keyword or display creative. Store Visits Some franchises invest time and money in 3rd-party analytics platforms that measure things like store visitors and POS transaction counts, and use the benchmarked data as a basis for predicting the lift you’ll get through your local search marketing strategies. Google’s version of this is Store Visits for Google Ads. It leverages signals that are based on aggregated anonymized data from users who’ve turned on their location history. The basic gist of Store Visits is that Google can match users’ search activity to their mobile device through their Google login; from there, GPS data can report when that person visited the advertiser’s physical location. This information is then compiled to estimate the total store visits from people who previously interacted with a digital ad.