Look for changes in brand name search volume
Next, check out changes in your brand name search volume. For that, you’ll have to use Google Search Console.
Launch Search Console and select your website property. Then, click on “Search Traffic” in the left-hand sidebar. Select “Search Analytics” from the drop-down menu that appears.
On the main screen, select a date range (with the “Dates” radio button). Specify a custom date range that begins when you started your offline marketing push.
Then, click on the “Queries” radio button. Take a look at your top queries for that date range.
If you see your brand name in the list of queries, that means people actually typed it into the search bar. It’s likely that those people learned about your brand name from your offline marketing literature.
Take note of the number of times people searched for your brand name. You can even check it on a day-by-day basis and create some comparisons.
Discount codes
Another way to track offline sales is with the use of discount codes. That’s an especially great idea if your offline marketing is advertising an online sale.
Just include a channel-specific discount code with each of your different marketing efforts. Again, though, make sure the discount code is memorable.
For example, in a radio ad, you might use the discount code “RADIO20.” In hand-distributed fliers, you would use something like “FLIER30.”
After a while, simply check your e-commerce analytics (with whatever tool you use for that purpose) to see how many people used the various discount codes. That will give you some insight as to which offline marketing channel is the most effective.
Wrapping it up
Yes, you can use the wonders of modern technology to track offline marketing. First, though, you have to set up your website with a couple of popular (and free) tools: Google Analytics and Google Search Console. Then, use those tools to determine which channels are giving you the best bang for your buck.