Recently, Google has done an in-depth study on the new conversion funnel . To do this, it investigated the customer journeys of 2,900 real consumers, tracking their clicks across different devices over a six-month period. Today, the sum of possibilities makes each customer journey unique, but this data helps us see how the conversion funnel has transformed.
The result is that we are no longer facing a linear path that goes from discovery to purchase, but that this path has become complicated to extremes that we did not suspect. For example, Google has used these two cases to illustrate the complexity of the new online to offline attribution models :
- A single makeup purchase led to more than 40 organic searches and 125 digital touchpoints. In the end, the process was complete with finding a nearby location to complete the purchase.
- In another example, the purchase of a chocolate bar (a product with a very low price and therefore should have a simple decision process) generated 20 different touch points, as the consumer research different products and suppliers. In the end, she also decided to go to a local store to finish the purchase in person.
How to create an online to offline attribution model for our company
If we have physical stores to distribute our products, creating an offline attribution model is complicated. We can assume that many customers have simply seen the store while passing through the neighborhood and have to buy. But in order to measure the results of our marketing, we need to know which customers have been influenced by our online marketing , or who have found us on Google Maps instead of just passing through. In addition, we need to be able to go beyond the “last click” model and take into account all the points in a customer’s journey before arriving at our store.
Unfortunately, as of today we do not have a 100% effective online to offline attribution model, so it is impossible to measure all transactions correctly. But that does not mean that we have to play Indonesia Email List guessing games: there are several methods that can help us to have more information about how our online marketing is related to sales in physical stores . Let’s see what they are.
Although there is no universal solution to the problem of the offline attribution model , these five methods can help us make estimates about what is happening so take note!
1# Facebook: Offline Conversions and Facebook Attribution
Offline Conversions is a way that Facebook crosses physical sales data with ad impressions and clicks.
The system is very simple and is very similar to when you create a Custom Audience. What you do is upload an excel file with the emails and telephone numbers, for example, of the users who have bought from you in the physical store and Facebook crosses it with the data on impressions and clicks on the ads, so it can be attribut in some way that that person has made the physical visit thanks to advertising . In addition, for large chains or franchises that have a Business Location structure, it could tell which exact stores have had the visit and, therefore, boost the campaigns for those.
The tool where this option is included is call Offline Events . One of the improvements that they have made lately is that this data can be integrat with Facebook pixels and data from web and app tracking partners, to see the route that the user has taken.
On the other hand, Facebook Attribution is a kind of free TR Numbers Facebook Double Click, where you can see the touchpoints before purchase and choose the attribution model you want to use. So it doesn’t need to be just Last Click . It can be easily integrat into the main advertising channels, such as Google, Twitter, Native Advertising, etc. In the cases of emailing it can be a little more complex. At Cyberclick, we are testing it with some clients and the truth is that it gives very good information. At the moment, what we get the most out of is cross-device reports.
