About 90% of all purchases by consumers happens in the offline world, not in online shops. That’s why most marketers should think about their strategy, how to handle offline conversion tracking. Google Ads and Facebook Ads offer Offline Conversion APIs, to upload offline conversions. You’ll need a system to store leads, convert leads and send the required data per conversion to the Google and Facebook API.
What’s Offline Conversion Tracking?
Offline conversion tracking means the measurement of the purchases generated by people that clicked on an online ad before. Google Ads describes it like this: “Sometimes, an ad doesn’t lead directly to an online sale, but instead starts a customer down a path that ultimately leads to a sale in the offline world. By importing offline conversions, you can measure what happens in the offline world after your ad results in a click to your business.” One could say that sometimes might be “most times”, when you consider that more than 90% of all retail sales happen offline in 2019.
In Ways to track online to offline conversions, Econsultancy lists 6 tactics to track offline conversions:
- Tracking estimated store visits from PPC ad clicks
- Importing offline conversions that start with a PPC ad click
- Call tracking
- Ask the customer how they heard about you
- Click and collect
About each tactic, consider this: (1) is only an estimation of the amount of people that visited a store, but it will not let you know the amount of sales or the revenue generated. (2) provides the most possibilities, if you can integrate with Google Ads and Facebook Ads API. (3) will not track sales. (4) is just an additional tool, which needs to be combined with importing offline conversions. (5) will not bea able to attribute sales to clicks. (6) is an online sale, just the delivery is offline.
This means, importing offline conversion data to Google Ads and Facebook Ads is a necessary part of Offline Conversion Tracking, and coupons might help you, to catch and store the necessary data.
Offline Conversion Tracking with Google Ads
In About Offline Conversion Tracking on Google Ads they say, that Google provides a unique Click ID for every ad click. To track offline conversions, that ID is stored along with the lead information that is collected from the person who clicked the ad. Later, when that person converts in the offline world, the Click ID is given back to Google Ads and the conversion is recorded. As described in Set up offline conversion tracking on Google Ads, it takes these steps to setup offline conversion tracking with Google Ads.
- Update settings in Google Ads and create conversion actions in Google Ads
- Have a lead tracking system in place to capture and store the GCLID with each lead submission
- Have a sale tracking system in place, to identify the GCLID that converted
- Prepare and import your offline conversion data to the Google API
- View your results and fix issues
The most challenging part are the systems to store, convert and import the leads with the Google Click ID. Also check out the guide how to set up adwords offline conversion tracking on Tinuiti.
Offline Conversion Tracking with Facebook Ads
Offline Conversions on Facebook for business says, With offline conversion measurement capabilities on Facebook, you can track when transactions occur in your physical business location and other offline channels after people see or engage with your Facebook ads.
- Create an offline event set and manage offline event set permissions
- Enable auto-tracking and create a custom conversion and an audience based on offline data
- Have a tracking system in place, to capture personal data such as email and phone of the sales
- Combine your customer data with conversion data and upload it to the Facebook API
- View and manage your offline event data in Events Manager
The most challenging part is the system to capture the personal data such as email address and phone number of the sales generated, to upload it to the Facebook API. Facebook does not yet provide the ability to upload a Click ID, instead a Lead ID for Facebook Lead Ads can be used. Learn more on Facebook for developers in Offline-Conversion-API.
Use Coupons to capture and store Conversion Data
The guide to offline conversion tracking in Google Analytics on Optimizesmart describes the benefits of using coupons to track offline sales online. By personalizing the coupons, the necessary data like click ID, email address or phone number can be stored in the coupon. And when a customer redeems the coupon during checkout, the data can be reported back online, given the coupon or the cash register has an internet connection. It can be argued, that the additional incentive through the coupon benefit can compensate the effort for the user to provide personal information in exchange for the coupon.
Import Offline Conversions by API or CSV
For Google as well as for Facebook, you will need to upload data about each sale generated offline. This can be done by a CSV file upload in your ad account. Or you can use the offline conversion API’s provided by Google Ads and Facebook Ads. For Google Ads you need to upload the Google Click ID. For Facebook Ads you need to upload personal information, including the email address or phone number of the customers. Together with this personal data, you should also add the conversion value for each conversion.
Configure your Campaign Statistics and Bids
Configure your campaign stats in Google Ads and Facebook Ads in a way, that you can see a column for each online sales and offline sales as well as the total turnover and ROAS that was achieved. When retailers start to track offline conversions then their total amount of conversions often grows by more than 100%. This means that your ROAS will increase and thus maybe your budget too. Make shure to include the additional data for your automated bid strategies, as they work better the more data they get.
Gonnado’s Offline Conversion Tracking Tools
You can sign up to Gonnado and use our of the box offline conversion tracking solutions to get maximum results. After creating your account, you copy and paste the Gonnado Script to your website to get startet. You will be able to create personalized promotions on your website, in our stores and in the ad networks of Google Ads and Facebook Ads. The Gonnado provides a comprehensive toolbox and can be integrated with all your existing marketing, sales and CRM systems.