{"id":4268954,"date":"2023-04-11T23:09:19","date_gmt":"2023-04-11T21:09:19","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&#038;p=4268954"},"modified":"2025-12-08T13:37:51","modified_gmt":"2025-12-08T11:37:51","slug":"understanding-offline-conversion-uploads-the-complete-picture","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/understanding-offline-conversion-uploads-the-complete-picture\/","title":{"rendered":"Understanding offline conversion uploads &#8211; the complete picture"},"content":{"rendered":"<div class=\"block-article-post-header js-block-article-post-header block-article-post-header__theme--onyxGrey\">\n\t<button\tclass=\"cta-button block-article-post-header__back-button cta-button__color--white cta-button__style--back\" aria-label=\"Back\" >\n\t<svg width='41' height='41' viewBox='0 0 41 41' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'><circle cx='20.5' cy='20.5' r='19.5' transform='rotate(-90 20.5 20.5)' stroke='var(--dept-button-icon-outline-color)' stroke-width='1.3' stroke-miterlimit='10' fill='none'\/><circle class='icon-backplate' cx='20.5' cy='20.5' r='19.5' transform='rotate(-90 20.5 20.5)' fill='var(--dept-button-icon-backplate-color)' fill-opacity='1'\/><path class='icon-center' d='M21.174 30 11 20.674l10.174-9.326m-9.326 9.328H30.5' stroke='var(--dept-button-icon-color)' stroke-width='1.3' stroke-miterlimit='10' fill='none'\/><\/svg>\n\t\t\t<span>\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button><h1\t\tclass=\"typography block-article-post-header__title typography__color--white typography__size--h1 typography__align--left\"\n\t\t\t>\n\t\tUnderstanding offline conversion uploads &#8211; the complete picture\t<\/h1><div\n\t\tclass=\"image-wrap block-article-post-header__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/04\/Remarketing.png\"\n\t\t\t\tclass=\"image block-article-post-header__image\"\n\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div><div class=\"author block-article-post-header__author\" data-animation=\"slide-fade\">\n\t\t\t<img\n\t\t\tclass=\"author__portrait\"\n\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/08\/Kristoffer1x1-150x150.jpeg\"\n\t\t\talt=\"Kristoffer Hald\"\n\t\t\/>\n\t\n\t<div class=\"author__text\">\n\t\tKristoffer Hald\t\t<br \/>\n\t\tData &amp; Intelligence Director\n\t\t\t<\/div>\n<\/div>\n\t<div class=\"block-article-post-header__meta\">\n\t\t\t\t\t\t\t<div class=\"block-article-post-header__meta-date\">\n\t\t\t\t<div class=\"block-article-post-header__date-description\">\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t<div class=\"block-article-post-header__published-date\">\n\t\t\t\t\t11 April 2023\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n<div class=\"block-panel-with-rich-text\">\n\t<div class=\"block-panel-with-rich-text__left block-panel-with-rich-text__left--white\">\n\t\t<button class=\"btn btn__color--white block-panel-with-rich-text__back-button\" onclick=window.history.back()>\n\t\t\t<span class=\"btn__icon\">\n\t\t\t<i class=\"icon icon__size--medium-variable icon__arrow-left-circle\">\n\t<svg xmlns='http:\/\/www.w3.org\/2000\/svg' width='24' height='24' fill='none' viewBox='0 0 24 24'><g class='symbol'><path stroke='currentColor' stroke-miterlimit='10' stroke-width='1.5' d='M12.479 6.74L6.739 12l5.74 5.26M7.217 12H17.74'\/><circle cx='12' cy='12' r='11' stroke='currentColor' stroke-miterlimit='10' stroke-width='1.5'\/><\/g><path class='symbol-hover' fill='currentColor' fill-rule='evenodd' d='M1 12c0 6.075 4.925 11 11 11s11-4.925 11-11S18.075 1 12 1 1 5.925 1 12zm5.233.553l5.739 5.26 1.013-1.105-4.318-3.958h9.072v-1.5H8.667l4.318-3.958-1.013-1.106-5.74 5.261L5.63 12l.604.553z' clip-rule='evenodd'\/><\/svg><\/i>\t\t<\/span>\n\t\n\t<\/button>\t<\/div>\n\n\t<div class=\"block-panel-with-rich-text__right block-panel-with-rich-text__right--white\">\n\t\t<div class=\"block-panel-with-rich-text__right-content block-panel-with-rich-text__right-content--white\">\n\t\t\t\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><h2 class=\"heading heading__size--s heading__align--left block-heading__heading\">\n\t\t\tPerformance marketing is all about maximising value. For this, it is essential to be able to measure the actual value of your campaigns. Online conversion tracking has already proven to be highly effective when it comes to assessing and optimising your performance, so why is it time to pay attention to offline conversion uploads? Let\u2019s take a look\u2026\t<\/h2><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><h2 class=\"heading heading__size--m heading__align--left block-heading__heading\">\n\t\t\tADDING VALUE AND INSIGHTS TO THE DIGITAL CAMPAIGN\t<\/h2><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><p class=\"paragraph paragraph__size--default paragraph__align--left block-paragraph__paragraph\">When a potential customer arrives on your site, it is possible to attach a unique user ID which can then be connected to the marketing campaign that led the customer to the site. Subsequently, this ID can be connected to both online conversions and\u00a0offline conversions, in cases where you are able to stitch the user ID to the customer\u2019s email address or other unique identifier.\u00a0The following offline conversions of that user can then be uploaded to marketing platforms, such as\u00a0<a href=\"https:\/\/www.deptagency.com\/en-dk\/partner\/google\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google<\/a>\u00a0and Facebook, and linked to their previous interactions with your marketing campaigns. In other words, whereas\u00a0<em>online\u00a0<\/em>conversion tracking enables you to track when potential customers, for example, fill out a form or sign up for a newsletter,\u00a0<em>offline\u00a0<\/em>conversions add extra data to the online interaction. An example of this is when a B2B customer fills out a contact form and is then contacted by telephone. Or when a potential customer sees an ad for a given product online and then goes to the physical store to buy it. In both cases, the online interaction takes its natural course towards the offline; adding value to the digital campaign and turning leads into paying customers.<\/p><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><h2 class=\"heading heading__size--m heading__align--left block-heading__heading\">\n\t\t\tUNDERSTANDING THE CUSTOMER JOURNEY\t<\/h2><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><p class=\"paragraph paragraph__size--default paragraph__align--left block-paragraph__paragraph\">In order to use offline conversion uploads, it\u2019s necessary to have a unique identifier which can be connected to the customer, for example the email address provided with permission when signing up for a loyalty program or newsletter. This allows you to track the customer journey (their starting point, where they visit, what content they interact with etc.), and hence obtain valuable insights on them. Your understanding of the customer can be enhanced with information about their offline behaviour, which provides a better understanding of their values and needs.<br><br>To gain further knowledge about your customers, you can upload accurate in-store sales data to your digital platform.\u00a0By building on target groups based on what has been viewed or added to the basket, you can then add to that information when the customer has gone to the store to make a purchase. Moreover, you can choose to look at the return data in order to understand the value of the entire process more thoroughly. Order data can, for most part, be enriched by return or even margin data, as all you usually need is a transaction ID. This offers a unique opportunity to understand which campaigns, ads and products result in high return rates and hence lower profit. With such a complete view of the customer journey, you are not only able to better validate the effectiveness of a given digital campaign, but also to further target it going forward.\u00a0<\/p><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><h2 class=\"heading heading__size--m heading__align--left block-heading__heading\">\n\t\t\tTYING IT ALL TOGETHER \u2013 THE TAKEAWAYS\t<\/h2><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><p class=\"paragraph paragraph__size--default paragraph__align--left block-paragraph__paragraph\">Once the in-store transactions are accurately added to the customer profile, as well as measured correctly in the digital marketing platforms (Google Ads and Facebook), the platform algorithms optimise for the right conversions, and the profitability is expected to increase. You can then take advantage of knowing when someone has bought a product offline and exclude them from lower funnel campaigns, as well as potentially include them in upsell or retention campaigns. This will ensure:\u00a0<\/p><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><ul class=\"lists lists__color--richBlack lists__type--circle lists__size--default lists__align--left block-lists__lists\">\n\t<li>Insights on the digital campaigns\u2019 impact on in-store sales.<\/li><li>Improved measurement of local campaigns.\u00a0<\/li><li>More accurate comprehension of user ROAS.<\/li><li>Save budget by excluding recent in-store buyers from digital campaigns.<\/li><li>More accurate insights into Customer lifetime value (CLV).<\/li><li>Reduction of budget waste.<\/li><li>Faster funnel velocity.\u00a0<\/li><li>More relevant advertising.<\/li><\/ul><\/div><\/div>\n\n<div class='block-panel-with-rich-text__item'><div class='block-panel-with-rich-text__item-inner'><p class=\"paragraph paragraph__size--default paragraph__align--left block-paragraph__paragraph\">In conclusion,\u00a0offline conversion uploads provide a more complete picture of your sales and consequently of the success of your campaign, enabling you to continuously tweak and optimise your digital marketing performance.<\/p><\/div><\/div>\n\t\t<\/div>\n\n\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"flyout-drawer js-flyout-drawer flyout-drawer__position--right\"\n\tdata-trigger=\"#block-panel-with-rich-text-e3b14b40620f72285399870a1c937e75\"\n\tdata-instant-open=\"false\"\n>\n\t<div class=\"flyout-drawer__left-mobile-backplate\"><\/div>\n\t<div class=\"flyout-drawer__left-backplate\"><\/div>\n\n\t\t<div class=\"flyout-drawer__left\"><\/div>\n\n\t<button\tclass=\"cta-button flyout-drawer__close cta-button__color--white cta-button__style--text-and-icon js-drawer-close has-flipped-icon\" aria-label=\"Close\" >\n\t<svg width='21' height='21' viewBox='0 0 21 21' fill='none' xmlns='http:\/\/www.w3.org\/2000\/svg'><circle cx='10.5' cy='10.5' r='9.5' transform='rotate(-90 10.5 10.5)' stroke='var(--dept-button-icon-outline-color)' stroke-width='1.3' 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