This holiday season, every brand’s goal is to track the success of their marketing campaigns. Especially when your C-suite’s motto is “Show me the money!”
So, what happens when you have to successfully measure a conversion from an online ad placement to a transaction taking place in person? Enter programmatic attribution.
Programmatic ad buys are at an all-time high, so we’ve rounded up five key ways to attribute programmatic ads to in-store sales – and prove your campaign’s return on investment. Yes, people, it is possible!
1. Coupon Codes
Tell your customers to bust out the scissors and coupon binders – just kidding. But not really. Old-school tactics like this do work for measuring programmatic attribution. A simple way to measure the effectiveness of a programmatic advertising campaign is by including a specific coupon code in your ad’s creative, available for in-store purchases only. On the high-level, coupon codes can offer the following analytics, including:
– Total revenue
– Orders generated
– Cost to you
– Average order value
– Return on investment.
You can then use this information to answer questions like:
– Which ad leads to the most in-store coupon code conversions?
– Which product is purchased most frequently using coupon codes?
– What type of buyer is redeeming each coupon code?
2. Customer Surveys
Another seemingly old-school, yet effective way for measuring programmatic attribution is by surveying each in-store customer via a digital surveying platform. Ask the question, “How did you hear about us/a specific sale?” then offer multiple choices, and include specific types of advertising you want to attribute for. Make sure to connect the survey with your business’s CRM platform to aggregate and measure the data.
3. “Duel” Two Variables for Incremental Lift
Does your company have multiple locations and you want to better understand the connection between online ad impressions and in-store visits by specific location? You can quantify the ad exposure to driving in-store visits through the comparison of two variables – a test and control. Here’s the formula:
Exposed Store Conversion Rate/Unexposed Store Conversion Rate = Incremental Lift
4. Compare Click-Through Rates to Physical Foot Traffic Patterns
Another trick of the trade is to match programmatic click-through rates with physical store foot-traffic patterns. Compare these two variables, along with pre-campaign data head to head, then evaluate your programmatic advertising buy to gain further insight about how your ad translates to in-store visits.
5. Compare Impressions to Offline Visits
Take a look at the relationship between your overall daily ad impressions and in-store visits. Tracking Facebook to in-store visits for example, is one worthy effort considering there are 65 million local business pages and four million brands advertising on Facebook. Cloud-based tools are available to measure Facebook impressions against in-store purchasing data. Use these tools to determine how specific personas respond to digital ad campaigns, based on purchasing behavior.
Measurement is critical to proving success. Sure, you may have to do a little math, but these tools will help you produce concrete results that prove just how awesome your marketing campaign really is.