Performance marketing insights, discussions and expertise

Tracking Offline to Online Update

By on August 17, 2012

After my last post on tracking offline campaigns to online conversions, I received some helpful feedback from one of our engineers here at Impact Radius, Greg Hall. As I found his notes helpful in further understanding one of the methods discussed for tracking, I wanted to share his input with you.

Unique URLs and Unique Domains

In the previous post, we looked at unique URLs as one method for tracking the impact of campaigns in traditional marketing channels on online activity and business. The examples provided in that post included creating a sub-domain (awesomepromo.yourcompany.com) or attaching a string to the end of your domain (www.yourcompany.com/awesomepromo).

A close cousin to this approach would be the use of unique domains. Similar to unique URLs, a unique domain would direct to the landing page of your choosing. The difference here is that the URL itself doesn’t necessarily have to include the address for your landing page. Instead of creating a lengthy URL such as a sub-domain, the address could simply be something like “yourcompanyisrad.com.”

Why Use Domains?

A common complaint from marketers regarding the use of unique URLs is that people simply don’t use them. Often this is because lengthy URLs are difficult to remember. Was there a “.” or a “/”?  An easy alternative for consumers is to go directly to the company’s website.

The major benefit of using unique domains (as opposed to unique URLs) is that they are easier to remember. By making a URL easy to remember through the use of a unique domain, customers are far more likely to type in the entire name. Thus helping you track the journey from offline to online even more accurately.

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