From the course: Offline Marketing Foundations
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Tracking offline marketing ROI
From the course: Offline Marketing Foundations
Tracking offline marketing ROI
- With online marketing, it's easy to tell exactly where traffic is coming from with an analytics platform. Offline marketing can be a lot tougher to track. You're not getting data the moment a user sees your ad, clicks on it or fills out a lead form, but this doesn't make tracking your return on investment impossible. You'll actually be able to use a lot of the same strategies you use online, offline. One approach is to use tracking links in every URL you print. Using Google Analytics, you can add campaign parameters to your URL. So www.yoursite.com might become yoursite.com?utmcampaign=mycampaign n&utmmedium=offline&utmsource=equalsdirect mail. That sort of thing. You can do a search for Google Campaign URL Builder if you need help generating these tracking links, but that URL is going to be really long and nobody will type that in if they saw it on a postcard or flyer. So it's ideal to turn that long URL into a…
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