Every day, the internet is getting more and more ubiquitous, with many companies relying on it for their success. How can these businesses stay ahead of the game? According to Google and their announcement today, by looking at offline leads.
This announcement takes a new approach on measuring web leads by incorporating offline activity into the equation. When someone clicks on an ad online, they might not land directly in front of that company’s website or sales rep. Rather, they could be connecting to a website where they can get information about the product, or calling into a consulting firm. This results in a lot of offline activity that goes directly from the lead’s initial click to their decision to purchase – thus making them an offline lead.
Google is now taking into account these offline leads in its measurement of search marketing effectiveness. Previously, marketers focused on clicks and conversions when considering the success of their online campaigns. Now, they are able to see their offline leads as well.
Online Campaign Performance
Below are the new metrics that marketers can expect to see when analyzing the performance of their online campaigns:
– Total number of offline leads
– Total number of offline conversions
– Revenue attributed to offline leads (all channels)
For example, if a company generates 60 clicks and 3 conversions from Google search, then they’ve only received 3 leads from those 60 clicks. But, if those 60 clicks lead to 12 offline conversions, then Google will now consider those leads as being from the original 3 conversions. This could prove to be very valuable information to have when considering the effectiveness of online marketing campaigns.
Measuring Offline Leads
The 3 new ways of measuring offline leads are:
1. Email address (preferred)
An email address is the most reliable way to recognize someone as a lead, as it can be used across multiple channels and devices. If a consumer has given you their email address and expressed interest in your product or service (through content, landing pages, calls, etc.), you can now attribute that consumer as an offline lead.
2. Phone number
While not as reliable as an email address, a phone number is still an important piece of information to track. If someone you are tracking has provided you with their phone number, then you can use that information to decide the next step in reaching that person.
3. IP address (if available)
An IP address is another critical piece of information if it connects to your website and leads to a purchase. If these online actions have led someone to your website, you can attribute them to being an offline lead.
4. Unique page views (counted by excluding both comments and pages on which visitors bounce)
The Google search console (GSC) now counts the number of unique page views from users who reach your site from AdWords advertising. If a user visits 3 pages on your site, but one of those pages is a “sales” page and another is a “contact us” page, Google will not count these visits as leads. Thus, they are only focusing on users who see any type of content on your website when they reach it through Adwords.
The new ways of measuring offline leads are very helpful in helping marketers to understand the amount and impact of their online campaigns. This will give them a better understanding of what they should focus on in their online marketing efforts. For more information about growing your business, check out all our blog posts here.