How to track offline conversions
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What are the best ways to track offline conversions that have come directly from paid ads such as Adwords?
Say for example, John searches for 'luxury armchair' and clicks on one of our ads and is directed to the landing page that sells the luxury armchair. John then calls us and completes the transaction over the phone.
How do we know that the advertising channel is responsible for that transaction without physically asking the customer? I know Google provide free forwarding phone numbers which can be provided in the Ads, but if they call us from the phone number we list on the website there is no way of tracking down that exact sale?
Google mentions something to do with providing a unique ID, called a "GCLID" but I'm not familiar with this or how it works.
Any advice is much appreciated.
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Hi, Jasmine.
Out of all companies you have listed, which one is your favorite and why? (I assume there was a reason to switch from one to another)
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Another idea to track your offline conversions could be to set up an exclusive voucher code that can be redeemed over the phone only.
Cheers
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There are different solutions for different issues. The one you have specifically referenced is a offline call tracking. I have used several different companies: IfByPhone, Invoca, Mongoose Metrics, Marchex, CallTrackingMetrics. Each one offers some level of call recording and all have caller ID. Some can integrate with Google AdWords directly to see where calls came from, and others may be able to merge with your CRM. They can get pricey depending on your needs, but it's good to review everything.
With call tracking, javascript replaces your phone number with a unique call number that associates itself to that keyword's GCLID (Google CLick ID). That information is then pinged in their system and will show up in their system or in several other areas depending on your chosen settings.
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Hey Joshua,
Yes, you can track your offline conversions by "GCLID" and it's indeed a worth checking channel. Check out the attached Google video for details.
For more information, check out these links:
https://support.google.com/adwords/answer/2998031?hl=en
http://unbounce.com/ppc/new-google-adwords-offline-conversion-tracking/Do check out Marketo, they offers complete integration and reporting for this.
Hope this helps!
Umar
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There is a really simple call and form tracking service that I have started using called Whatconverts. It will automatically register a google analytics hit with the relevant campaign tags with each call and it can also send an email to ask whoever answers the call if that was a sellable lead, closed sale or a junk lead.
I just started using it though and haven't used it with any ppc yet. They have a pay as you go tear that is really affordable.
Good luck!
P.S. I'm not connected to them in any way. Just thought I'd pass it along.
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