lsa17: state of the art - offline attribution tactics and techniques (sweetiq, callrail)
TRANSCRIPT
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 & [email protected]
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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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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