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Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

Over the last few years, businesses have gotten very familiar with the idea of tracking conversions that happen digitally.

However, online conversion tracking doesn’t always paint the full story about your conversions, both in terms of the origin and also the overall quality of any leads. 

Offline conversion tracking can be used to fill in any blanks and ultimately help you make smarter marketing decisions.

For instance, the source of an offline conversion can be tracked using unique identifiers such as coupon codes, specific phone numbers or email addresses. In today’s post, we will share some best practices for your chosen offline conversion tracking method to ensure maximum effectiveness.

There are so many software tools and techniques that can make offline conversion tracking possible. However, not every tool will be right for your business, depending on where your conversions are actually taking place. 

The best place to start here is to write out all of the possible sales scenarios applicable to your business. This can require a team effort and even customer surveys to ascertain different sales journeys. 

Although it will take a lot of thinking and collaboration, you should then have a full list of channels where sales are being generated.

Decide Which Unique Identifiers Offer The Best Fit

Unique identifiers allow marketers to identify which interactions came from which customers. 

s, order numbers, loyalty scheme ID, device information, ticket numbers or UTM parameters.

Since you’ll already have an idea of where your conversions are happening, it’s going to be easy to match the applicable unique identifier. 

Another great tip is to check what the possible unique identifiers are depending on the conversion tracking software you use. Doing so may provide additional ideas to track your offline conversions so that you can cover all bases. 

Also, integrate any applicable tools such as your CRM software. You should also ensure that any offline sales data from 

 or Google Ads is also being fed into your datasets.

Make Use Of The Data With Marketing Automation Tools

While the goal of offline conversion tracking might be to get a better understanding of your total conversions, that’s not all you can do with the information.

In particular, you can trigger certain marketing automation actions to be able to follow up on those sales to keep your customers engaged with your brand over the longer term. For instance, sending up follow-up emails to prompt a customer to complete a certain action. 

The data can also be used to build a greater understanding of your target customers, rather than just viewing all sales as equal. Instead, you can get to know more about your highest-value customers along with their wants and needs which can then be reflected within your marketing campaigns. 

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We’re only just scratching the surface when it comes to offline conversion tracking since this is a topic that’s arguably as broad as the data that this technique can produce about your sales.

If you’d like to explore better conversion tracking for your business or any other digital marketing-related topic, then you’re in the right place. 

As a leading digital marketing agency, the Imaginaire team can help with all aspects of your marketing strategy.

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Best Practices For Measuring Offline Conversions