2 поток 1. применение universal analytics в оффлайновой...
TRANSCRIPT
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Addressing the Offline EcosystemPawel Matkowski, Google Analytics Product Expert
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THE WORLDAS WE KNOW IT
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HOW DOES IT WORK TODAY?ONLINE CONVERSION TRACKING
SITE
AD
AD
AD
AW CT
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...differently
SITE
AD
AD
AD
AW CT
Online leads are qualified on the phone
Sales close after in-person meetings
Revenue generation happens in store
FOR SOME HOWEVER, IT WORKS...THE CHALLENGE
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...AND WE ARE ADDRESSING IT!TODAY
Online leads are qualified on the phone
Sales close after in-person meetings
Revenue generation happens in store
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OFFLINE MEASUREMENT
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IN A NUTSHELL...LEADS MEASUREMENT DATA FLOW
2 User submits
the lead (form).
3CID/GCLID is passed and
stored in your database.
4The
lead/sales is closed offline. GA
1 User clicks on
an ad and arrives on the
site.
ADFORM
5Offline
conversion data upload.
AW
CID/GCLID748596123
Data uploaded:AW (CSV/API)GA (MP/CSV)
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THE RULE OF FOUROFFLINE CONVERSION TRACKING
Capture the CID/GCLID and store it.
01.Pass the CID/GCLID along with the lead details to the backend/CRM system.
02.
Add custom fields to the customer/CRM system so that the CID/GCLID can be stored together with the lead info.
03.
04.Extract CID/GCLID and conversion details from your backend/CRM system to GA/AW.
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CASH LOANSOFFLINE CONVERSIONS - FINANCIAL LEADS
sharkloans.comsharkloans.com
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FINISHING OFF WITH ADWORDSADWORDS CONVERSION IMPORT
Import the offline conversions to AdWords through a *.CSV file or our API (recommended for automated bidding).
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ADWORDS AND ANALYTICSWORK TOGETHER
GA
AW
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FINISHING OFF WITH ANALYTICSTHE BIDDING IS HERE AS WELL
Send offline conversion as an Event hit.
01.Create and Event-type Goal.
02.
Import the Goal into AdWords.
03.
04.Utilize AdWords auto-bidding features, i.e. CO, Target ROAS.
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IN-STORE TO E-COMMERCE ATTRIBUTION
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E-COMMERCE PURCHASE
BUY NOW!
Pawel Matkowski
THE STANDARD WAY ;-)
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IN-STORE PURCHASETHE MP WAY ;-)
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NO, THE JOURNEY DOESN’T END HEREWE ARE JUST ONE STEP CLOSER TO END GOAL...
DecisionIntentConsiderationAwareness
Display click Social Email
Paid Search
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THE STORY CONTINUES...