Offline conversion tracking. Part 1
It is easy to evaluate the effectiveness of traffic sources if you receive applications / orders only through the form on the website. To do this, simply install the Google Analytics counter and set up goals or electronic commerce in the case of an online store.
But how to evaluate the effectiveness of a paid source of traffic, if the majority of orders do not come through the form on the site, but by telephone? There is a solution! This is what I want to tell in my review.
We will use the Google Analytics statistics service as a basis. We need it in order to find out the source from which the visitor came. GA stores this data in a cookie called __utmz as follows:
72498947.1271847249.10.2.utmcsr = google | utmccn = (organic) | utmcmd = organic | utmctr = searchkey
From this line, we are interested in utmcsr parameters — the source and utmcmd means.
In this example, we see that the source is google , and the facility is organic , i.e. organic (free search) traffic from Google search.
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To parse cookies __utmz, you can use a function from a fairly useful article Know where a user came from .
After getting the values of the necessary parameters, you need to generate on their basis the so-called bonus code . It allows to determine the source from which the caller came.
For example, for a couple (google, organic) the bonus code will be GO , and for (yandex, cpc) it will be POISON , i.e. Yandex.Direct
Next, we display this code on the website page, next to the phone, for example, like this: " Your bonus code: GA ".
Well, and then the matter of technology: a potential customer called and orders something, you learn from him the bonus code. We collect statistics on bonus codes, and after about a month you can evaluate whether a particular paid traffic source is effective.
For new customers, you can enter the bonus code into the CRM system altogether, and then it will be possible to evaluate the effectiveness of investing in any kind of advertising in six months or a year, because customers can become permanent.
In the second part of the review, I will tell you how to find out where the customer came from directly to the store.
Addition: instead of bonus codes, you can immediately output a phone number, specially created for registering one or another source, to track calls. Only the option with individual rooms will be somewhat more expensive.
Useful links on the topic: You can use the URL Builder Tool to tag various sources
But how to evaluate the effectiveness of a paid source of traffic, if the majority of orders do not come through the form on the site, but by telephone? There is a solution! This is what I want to tell in my review.
We will use the Google Analytics statistics service as a basis. We need it in order to find out the source from which the visitor came. GA stores this data in a cookie called __utmz as follows:
72498947.1271847249.10.2.utmcsr = google | utmccn = (organic) | utmcmd = organic | utmctr = searchkey
From this line, we are interested in utmcsr parameters — the source and utmcmd means.
In this example, we see that the source is google , and the facility is organic , i.e. organic (free search) traffic from Google search.
')
To parse cookies __utmz, you can use a function from a fairly useful article Know where a user came from .
After getting the values of the necessary parameters, you need to generate on their basis the so-called bonus code . It allows to determine the source from which the caller came.
For example, for a couple (google, organic) the bonus code will be GO , and for (yandex, cpc) it will be POISON , i.e. Yandex.Direct
Next, we display this code on the website page, next to the phone, for example, like this: " Your bonus code: GA ".
Well, and then the matter of technology: a potential customer called and orders something, you learn from him the bonus code. We collect statistics on bonus codes, and after about a month you can evaluate whether a particular paid traffic source is effective.
For new customers, you can enter the bonus code into the CRM system altogether, and then it will be possible to evaluate the effectiveness of investing in any kind of advertising in six months or a year, because customers can become permanent.
In the second part of the review, I will tell you how to find out where the customer came from directly to the store.
Addition: instead of bonus codes, you can immediately output a phone number, specially created for registering one or another source, to track calls. Only the option with individual rooms will be somewhat more expensive.
Useful links on the topic: You can use the URL Builder Tool to tag various sources
Source: https://habr.com/ru/post/91805/
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