Track your offline campaigns in Google Analytics

A client of ours was looking at understanding the effectiveness of their offline media campaigns in print magazines. Until now, all print campaigns linked to their home page or an existing landing page which was also promoted through other channels ie. PPC, Social. This created an issue since they weren’t able to look at traffic coming as a result of offline advertising.

There’s an easy way to make sure you can track your offline campaigns within Google analytics and analyse it the same way you would with an online campaign.

Method #1 – Microsites / Landing Pages

Creating a microsite or a landing page unique to the specific campaign will help you track down the visitors coming from the campaign. You have to make sure that the microsite or landing page isn’t generic and matches the “promise” of the offline media.

For example – if you advertise for a diamond studded iPhone case in a magazine, the corresponding advert must have the image and similar copy that relates to the advert. This is to prevent any dissonance in the visitor’s mind. (This is also best practice for online advertising campaigns too). You don’t want them landing on a page that has generic information, or else they won’t convert as well.

Person A sees advert with link to Diamond studded iPhone cover >> Links to iphonecovers.com/diamond>> Google analytics tracks this.

These URLs must be easy to remember, so avoid long URLs at all costs. Its best to promote this url only via the offline campaigns you want to track and not via other channels of marketing

Google analytics behaviour and landing pages

To get the data on the campaigns look under
BEHAVIOUR > SITE CONTENT > LANDING PAGES.

Segment the traffic based on your goals.

This works well if you have one site/landingpage for each campaign. If you want to have one landing page with multiple campaigns, try method #2

Method #2 – Redirect with campaign tags

This method involves creating links that redirect to your website / landing page / microsite. The additional bonus is you can redirect it to a url with full campaign tags on it.

Lets go back to our earlier example where we were tracking offline media generated traffic to iPhonecovers.com/diamond. In this case, you would assume that all traffic was generated from one campaign but what if you had multiple offline campaigns – radio ads, newspaper ads, several different magazine ads, then what?

The option here is to use url with redirects.

You would need to set up a url which is easy to remember eg. www.iphonecovers.com/guardianoffer

When someone visits this site, they would should redirected to your landing page with added utm tags.
egĀ http://www.iphonecovers.com/diamond?utm_source=guardian&utm_medium=newspaper&utm_campaign=diamonds

You can also use a bit.ly or other such vanity urls to redirect it.

Now under campaigns, you can filter down to the specific campaigns and see how these visitors converted based on the goals.

campaigns

Get tracking your offline campaigns more effectively now.

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  • databackup

    utm code can make a serious difference on your marketing spend. it has really helped my business get the most out of our spend. I would however like more ways to track offline marketing with utm codes any ideas? the tag builder I am using supports omni channel http://www.whysr.com/ i do this outside of the google builder. Thanks Tom.

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