{"id":825,"date":"2020-04-09T13:45:50","date_gmt":"2020-04-09T13:45:50","guid":{"rendered":"https:\/\/gaconnector.com\/blog\/?p=825"},"modified":"2022-09-10T23:18:10","modified_gmt":"2022-09-10T23:18:10","slug":"google-analytics-offline-conversions-tracking","status":"publish","type":"post","link":"https:\/\/gaconnector.com\/blog\/google-analytics-offline-conversions-tracking\/","title":{"rendered":"Google Analytics Offline conversions Tracking"},"content":{"rendered":"

Offline data i.e. interactions that happen away from the website present invaluable information to marketers. Without this data, marketers are oblivious to which of their initiatives led to an offline sale. Was it a Google Ad, an email or perhaps a blog post? <\/span>Google Analytics offline conversion tracking<\/span> solves this problem. It marries both online and offline data to provide marketers with a 360-degree view over their marketing activities. <\/span><\/p>\n

To show you why <\/span>offline conversion tracking is useful, we\u2019ve drafted a little scenario below, in which a gentleman named Greg purchased a car.<\/span><\/p>\n

Online:<\/b> Greg enters a query into Google and then clicks on CarCo\u2019s ad<\/span><\/p>\n

Online:<\/b> After browsing the website, he decides to inquire about two models via email, being the Coupe and Hatchback.<\/span><\/p>\n

Offline:<\/b> A representative calls Greg via the number he left in the email. Greg is then invited to attend an exhibition at their dealership.<\/span><\/p>\n

Online:<\/b> Greg signs up to attend the exhibition via an online form.<\/span><\/p>\n

Offline:<\/b> At the exhibition, Greg speaks to some CarCo representatives and wishes to purchase the Hatchback. <\/span><\/p>\n

Offline:<\/b> He heads to the dealership\u2019s sales office and makes a purchase on the spot. <\/span><\/p>\n

Without offline conversion tracking, CarCo would only be able to see half the picture. With this information though, Toyota is able to determine which content led to a conversion. <\/span><\/p>\n

Over time, CarCo could determine which content leads to the most conversions and thus invest their resources accordingly. To track offline conversions with <\/span>Google Analytics, you need a CRM i.e. Salesforce<\/span><\/a>. From there, there are three methods that you could employ, being:<\/span><\/p>\n

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  1. Manually importing data through the GA Data Import feature<\/span><\/li>\n
  2. Utilizing the GA Measurement Protocol <\/span><\/li>\n
  3. Automatically connecting CRM and Google Analytics data using a tool called GA Connector<\/span><\/li>\n<\/ol>\n
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