Demystified : How To Measure Conversions From Offline Campaigns

We all know that how every dollar spent on digital advertising is tracked to the last cent but can it be said true for offline advertising? Answer is hidden below in various methods employed to ascertain the effectiveness of your offline campaigns.
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[Editorial notes : Internet companies in India are spending marketing dollars in offline (TV/print) media and unlike online campaigns, the offline ones are extremely difficult to measure. This guest piece by Deepak Abbot of Paytm demystifies the possible ways to measure conversions from offline campaigns.]

Gone are the days when Indian online companies would spend all their marketing dollars on search marketing or online display. Many Internet companies flushed with lot of funds are looking to expand the overall market to grow their business. Every one of us must have noticed big hoardings, TV advertising, Radio, full page print Advts and OOH carrying Internet companies advertisement.

We all know that how every dollar spent on digital advertising is tracked to the last cent but can it be said true for offline advertising? Answer is hidden below in various methods employed to ascertain the effectiveness of your offline campaigns.

I am listing down some of the methods which can help any brand manager to justify spends across non-online media.

Method 1: Increase in direct traffic – Direct traffic on your website is when someone type out the domain name. There can be two sets of users who will generally type your domain directly – existing users and new users. New users typing your domain in all probability would have seen your advt offline or heard from a friend (which again is a result of branding exercise)

So if you are using Google Analytics (most analytics tools will have similar paths), then head to Acquisition > All Traffic > Direct to see your overall direct traffic

Now select secondary dimension as Visitor > Visitor Type

You will see a table similar to one shown below. direct

This table tells you a lot. How many new users came, their quality (bounce rate), and time they spent and transactions they made with you. You can even calculate CPA this way by correlating transactions with your marketing spends (Note – also include new transactions from all other organic channels like search engine for finding near accurate CPA)

So in a snapshot you now know if your offline campaign is attracting right people or not. You can filter by city to see which city campaign (in case of Radio, print or OOH) worked better. Select a longer period and you can see trend graph on top of this table for giving you a visual snapshot of your direct traffic growth.

(Note: It’s extremely important to keep in mind your pre-campaign numbers to make a meaningful analysis)

Note: Create a separate filter in GA – In case you want to keep an eye on all metrics & KPI for direct new users, I recommend creating a filter in GA from your main account to only include direct new users. This will be working like a separate account and you will deep analytics for all new direct users on your website

Method 2: Increase in brand keyword search – After direct traffic, the most impact of offline advertising is seen on increase in search of your brand keyword in Google. People look at your advt, remember the name and come to Google for locating it.

To find out the increase in keyword search in Google Analytics, go to Acquisition > Keywords > Organic and locate your brand name there. Select the period before you started advertising offline to current date. If you see any unusual increase in visits through brand keyword then give yourself a pat on the back.

Another way to discover increase in your brand keyword searches across desktop & mobile, I suggest you signup for Webmaster Tools (https://www.google.com/webmasters/tools/) and link it to your Google Analytics Account. Check here on how to link it – https://support.google.com/webmasters/answer/1120006?hl=en

If you have linked Webmaster Tools in GA then navigate to Acquisition > Search Engine Optimization > Geographical Summary > Google Property

Here you can see split of impression between Web, Mobile & Image search for your keywords.

Positive effect of increased search for your keywords and enhanced organic traffic from Google also means that your page rank will go up. You need to keep an eye on your page rank for various keywords. I suggest you download this free software called Google Monitor http://www.cleverstat.com/en/google-monitor-query.htm and keep monitoring the improvement in your page rank in Google search engine.

googlemonitor

I would also recommend bidding for any unique keywords used in your offline advt so that someone searching for such keywords is able to find your website. Good examples are Quikr showing SEM advts on keyword “MSP” used in their TV advt and Olx showing its advts when someone searches for “Sell Phones”. Impression on these ads will also tell you the popularity of your campaign buzzwords.

Method 3: Use Unique URLs – Not highly recommended but incase you are specifically keen on measuring the recall value of your advertisements then creating a special URL for offline campaign is the best way for you. Example – a URL like yourdomain.com/go can be created for print/TV Advts and any hit there means people are seeing your ads. To be 100% sure that everyone is typing the URL out, you can block Google from indexing this page by putting this on your page <meta name=”robots” content=”noindex”>

This way your page wont appear in search results so only entry point would be to type the URL.

unique-url

Method 4: Offer led Promo code – For all transaction based online companies like shopping websites can include a unique promo code wherever possible. Example – Paytm is doing a campaign with Pepsi where a unique code is being carried on all Pepsi bottles, Kurkure & Lays packs. Anyone using the code is clearly interacting with Paytm brand offline and carrying the code online to transact. This is the most direct way to measure the conversion from offline. However this method is limited to wherever unique codes are possible.

For generic codes, they will find their way on numerous online coupon sites and you wont be able to evaluate its true impact.

lays

Method 5: Ask users directly – Another simple way is to collect this information as part of your regular survey sent to your users. May be 2% users will fill up that info but it can prove to be a good sample to get an idea.

source

Method 6: Missed Call or SMS Short Code – Missed call, which is termed as an Indian innovation is another interesting way to measure the performance. This is how it works – you include a number in your advt, ask people to give a miss call, they get a SMS in return which carries the link of your website or App. So any hit to that URL or calls made to the number gives you an idea of your reach. You can even use a dedicated SMS short code for this purpose

missedcall

In addition to all the above methods, if you see overall growth in your numbers, good word of mouth, and brand lift after your campaign that is higher than your earlier averages then you can safely attribute it to your offline campaigns.

[About the Author: Deepak Abbot is AVP at Paytm. He has worked in companies like Reliance Entertainment- Digital, Zapak & Satyam computers handling product, marketing & analytics. Reproduced from Paytm Blog. Connect with him on twitter @deepakabbot]

1 comment
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