Track Offline Marketing with Google Analytics – WhitepaperGoogle Analytics specific, Metrics understanding, Pro Lounge September 27th, 2010
When it comes to tracking offline marketing campaigns, many marketers are unaware of the potential of using their existing web analytics tool to measure success. Typically, the reliance is on traditional, imprecise data such as print distribution figures (a.k.a. readership numbers), viewing figures (TV audience metrics), or footfall metrics (“20,000 people walk pass this sign every day”).
However, none of these metrics can provide any indication of success. That is, was my print, TV, or radio ad successful? Yet, if these readers, viewers or listeners visit your website as a result of exposure to your offline campaign, you can access a rich stream of success metrics. This is a how-to guide to track your offline marketing efforts.
Surprisingly few organisations, or their agencies, are utilising their web analytics data to track offline marketing. Perhaps it is the technical difficulty of understanding “redirection” that is a barrier for marketers, or a lack of awareness of the alternatives. However, there is a clear upside to showing results of an integrated campaign.
In this PDF whitepaper I describe how to use four techniques with Google Analytics – two technical (redirection) and two non-technical – for tracking and measuring the success (or not) of your offline marketing campaigns. It is an adaptation of Chapter 11 from the book – Advanced Web Metrics with Google Analytics, second edition.
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Update for Tracking Offline Marketing
By coincidence, while writing this whitepaper, John Roa from AKTA Web Studio made contact to introduce me to his new product TrakLabs. Essentially, Traklabs removes most of the pain that marketers experience when attempting to track offline marketing via redirects. It integrates with Google Analytics in the same way I describe in this whitepaper.
Once you understand the methodologies described in the whitepaper, I suggest you check them out.
BTW, I am not an affiliate of TrakLabs and receive no payment should you choose to use them. However, it would be nice if you mentioned this article to them…
Please add your feedback on the whitepaper, using TrakLabs, or your experience of attempting to track offline marketing with a comment below.