Today Online Conversions tend to be the main focus for most digital marketers. But one cannot discount the value Offline Conversions bring to any digital marketing strategy. Offline Conversions occur when a customer takes action outside the digital world – such as visiting a physical store, making a phone call, etc.
This is crucial because it allows marketers to measure the effectiveness of their online campaigns. It helps them understand how their marketing efforts can translate into offline sales and customer behavior.
Offline Conversions can refer to the action of tracking and measuring the impact of online advertising on customer behavior that takes place outside of the digital environment. This means that offline conversions refer to any action or behavior that happens in the physical world, such as a customer placing a phone call or visiting a store and purchasing in-person after being exposed to an online advertisement.
Offline Conversion Tracking refers to the process of monitoring and measuring customer interactions and conversions that take place outside the digital environment, such as in physical stores or over the phone, which is known as offline conversion tracking.
Benefits of Offline Conversions Tracking
Offline conversion tracking is the secret weapon for every digital marketer! By identifying which online channels are driving the most offline conversions and the highest return on investment (ROI), businesses can allocate their marketing budget more effectively.
Tracking offline conversions also allows businesses to push back critical touchpoints in the customer journey to their ad platforms. This is particularly useful in service-based industries where there may be multiple touchpoints between contact, prospect, and sale. By using these touchpoints as conversion goals, businesses can obtain valuable insights to optimize their ad campaigns.
Moreover, in revenue models that are highly variable, capturing and optimizing for conversion value can help businesses focus on driving revenue rather than just sales. This is because client value and return on ad spend (ROAS) may vary depending on the market or campaign, and accurately capturing and optimizing for conversion value allows businesses to optimize their marketing efforts to generate maximum revenue.