Performance Marketing with Google™ Analytics: Practical Strategies for Maximizing Online ROI

Chapter 14. Tracking Offline Marketing

IN THIS CHAPTER

• Tracking TV and Radio

• Tracking Print Ads

• Tracking Direct Mail

The world of marketing has undergone a major change over the last decade. With the mass adoption of the Internet, marketers have new ways to reach huge numbers of people. And as consumers spend more and more time online, rather than engaging with offline media, marketers have started to shift their ad spend from offline mediums to online.

But offline marketing is not going away, at least not any time soon. Instead we're seeing a complex marketing environment in which consumers are exposed to many different messages in many different media. In fact, it's becoming more and more complicated to identify which marketing activities drive business success.

In this chapter, we want to simplify the world of tracking offline marketing activities with Google Analytics. We look at common offline marketing activities, such as print, direct mail, radio, and television, and address what we can do with Google Analytics to measure the effectiveness of your offline efforts, from tracking Web site traffic from offline marketing activities to revenue and conversions

Tracking TV and Radio

TV and radio have long been marketer's tools to reach a broad audience. But the direct measurement of the impact of these media can be difficult to measure. Offline marketing has focused on building brand awareness and consumer education.

Television, radio, and a majority of the print ads are used for a number ...