lsa17: state of the art - offline attribution tactics and techniques (sweetiq, callrail)

OFFLINE ATTRIBUTIONTactics & Techniques

Hyper-Local Consumers90% of the purchases we make happen offline

The Online-to-Offline Customer Journey

TrackingSystem

ChooseDiscoverSearch Visit

ONLINE-TO-OFFLINE ATTRIBUTION.

Who’s doing it …

Google 360 Offline Connector

Source: https://www.google.com/analytics/resources/gat-conv-connector.html

HOW IT WORKS:

Collect Transactions

Match andOnboard

AttributionProcessing

Reporting andAnalysis

Facebook “Offline Conversion API”

Source: https://www.facebook.com/business/news/drive-and-measure-store-visits-and-sales

Advertiser runs campaignUsing Facebook Custom

Audiences

Advertiser sendsFacebook encrypted

Transaction data

Facebook provides advertiser with a report that analyzes sales lift.

Foursquare “Attribution”

Source: https://enterprise.foursquare.com/advertising/attribution

Plus a Multiple of Other Companies

Building an Online to Offline Attribution Model for Local Search

In-StoreVisit

Consumer Engagement

Local Online to OfflineAttribution

Search Views Sales

Offline Attribution With Local

DiscoveriesBy creating complete and accurate GMB and FB listings, conversions from their local pages increased.

1800+Locations

ROI240%

Click-Through

320%Conversions

322%Sales

190%

Case Study:National Family Restaurant

DiscoveriesBy creating complete and accurate Google+ pages, coverage and accuracy increased substantially.

900+Locations

ROI117%

Click-Through

41%Conversions

37%Sales

41%

Case Study:Specialty Retailer

Michael MireCo- founder & CRO514-531-9772Michael@sweetiq.com

Offline Attribution for Local Search

Choosing the right metrics for the customer journey with a closer look at ways to implement call tracking

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First things first…

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You’re not alone.

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Start Here

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Successful Local Search Strategy

• Directories • AdWords • Content • PR (backlinks)

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But how do you measure it?

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Forget rankings & impressions.

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Lower Funnel KPIs

• Store visits • Form submissions • Driving directions • Phone calls • Messages (email, SMS)

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By the numbers 2019

2016

The number of calls driven to businesses from all mobile ads and web will grow from 93 billion this year to 160 billion by 2019. - BIA/Kelsey

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Take a closer look at call tracking.

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Source or 1:1 tracking Session tracking

2 Types of Call Tracking

• Website visitors • AdWords • Referrals • Keywords

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• Campaigns • Local SEO • Call extensions • Broadcast

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Session Call Tracking

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Source (1:1) Call Tracking

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But what about NAP Consistency?

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Tracking Phone Numbers:

Used to track inbound phone calls to local businesses in order to see what’s working.

Inconsistent NAP?Using numbers in the wrong way

can lead to inconsistent business information & affect

rankings in local search.

The controversy

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The Stupid Way

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Bad, No Good, Don’t Do!

1. DO NOT use different phone numbers on different citations

2. DO NOT use tracking numbers representing business that can’t be ported

3. DO NOT use different phone numbers on website for same location

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The Main Line Tracking Number (correct) Way

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How to track calls from Local SEO

1. Use a Main Line Tracking phone number

2. Put the Main Line Tracking number on local directories and your website

3. Make sure the number is portable

4. Use First Time Callers as a reporting metric

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Questions

Call Tracking Local SEO Checklist

• Are you using 1 main line phone number on your local listings and website?

• Do you own or is your main line phone number portable?

• Are you regularly monitoring your citations for incorrect business information?

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But how easy is it to setup?

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Live Demo

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Stat

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2011 Founded

50,000 +Companies

U.S. &

Canada

User Centric

CallTracking&AnalyticsforDataDrivenMarketers

About CallRail

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Ask me anything!

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Mark Sullivan @mpsulli mark@callrail.com

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Offline Attribution for Local SearchChoosing the right metrics for the customer journey with a closer look at ways to implement call tracking

Thank you!

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