University Web Developers
What is the best method in tracking offline advertising?
I think this will work better as a discussion.
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Replies to This Discussion
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Permalink Reply by Tim Schneider on -
I always find this tough - especially when you're planning and trying to get folks to use the vanity URLs and/or campaign tagging.
Vanity URLs work great for print. But for radio, TV, media relations type stuff, I think you start to look at the time frames when the ads are out, and look to GA for:- Direct traffic
- Search traffic
We recently had a large event that had several high profile speakers, ran over the course of 5 days and received good media coverage.
As a result, the "branded search" traffic steadily increased towards the event. This traffic was also the highest conversion rate source.
We did posters, print and online ads as well. However, the search traffic was our most valuable. -
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Permalink Reply by Vern Hume on -
Hi Tim,
If you do not want to set up campaign specific URLs and include them on your offline advertising, then you will have to do this a bit indirectly. What you will be looking for are lifts in your metrics for new visitors and branded search traffic. Plot out when the offline campaigns run and look for lift during or after heavy periods of offline campaign activity in direct traffic segmented by new visits and branded search segmented by new visits. You will need to have a baseline to compare this to. In theory if the advertising is working it should drive new traffic.
Hope that helps,
Cheers,
V
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Permalink Reply by Tim Schneider on
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Thanks, Vern. I overlooked the New Visitors segment. Good addition.
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