How to measure web traffic brought by offline marketing
For many companies, offline marketing remains a How to measure key ingredient in their promotional plans. If something works year after year, why change it?
But the question is: is offline marketing really effective in attracting web traffic ? Just a few decades ago, marketers were used to calculating their metrics roughly, but they couldn’t identify exactly which ads were giving the best results. Today, it’s possible to use digital tools to measure the results of your “analog” marketing much more accurately. In this article, you’ll find out how.
How to measure web traffic brought by offline marketing
Before you start: prepare to measure visits to your website
Before we get into the nitty-gritty, you need to make sure you have the right tools usa email list 30 million contact leads to measure your web traffic and that you know how to use them.
Therefore, the first step is to install and configure Google Analytics and Search Console.
If this is your first time installing
Google Analytics or you’re working with a new 4 ways corporate transparency can foster happiness website, you can find step-by-step instructions here . Make sure you set up your conversion funnel so you can properly measure and attribute sales or lead results.
As for Search Console , you can find a complete tutorial here . Although most dy leads marketers know and use Google Analytics, many of them never get around to setting up this tool. But it is essential to know very important information about your site, for example, the searches by which users find it.
Once you have everything set up, you’ll need to come up with a plan for customizing your URLs.
Custom URLs are essential for measuring the results of your offline marketing (we’ll explain why in the next section). That’s why you need a quick way to create different custom URLs that are simple and easy to remember.
When working with URLs in an online environment, we can use any anchor text. So, no matter how long or cumbersome a URL is, in most cases the user won’t even look at it.
But when we use URLs for offline marketing, we need to get the user to take the step of typing the URL into their browser by hand. If it’s too complicated, they might get discouraged before they even start, and if they miss the ad they were on, they’ll probably forget it. Plus, short, catchy URLs look much better aesthetically.