Online + offline + calls: track any conversion with Yandex.Metrica

Customers often place orders online, but purchase the goods in person, or they find out about a service on a website and then call the business over the phone. Now these and any other conversions that happen off the internet can be sent to Yandex.Metrica. This means you can associate customer behavior online with their offline actions. Doing so will allow you to assess the impact of different traffic sources and better understand your customer’s journey. You can also use this method to appeal to customers that are active offline through targeted advertising.

How it works

Offline conversions will be displayed in the overall goal list after you configure the import of data into Yandex.Metrica. You can add these offline conversions to reports and use them as segment criteria just like any other goal.

Thus, all conversion metrics like conversion rate, converted sessions and others will be calculated automatically for these “offline” goals.

A call tracker sends call data to Yandex.Metrica. Detailed information on calls appears in a new group of reports that contain special “phone” metrics, such as average waiting time, average call duration, the number of missed and answered calls, first-time and repeated calls, and many others. Tags for each call will be sent, which are manually made by call center operators. For example, the quality of the call might be tagged as “spam” or the result of a call might be tagged “customer did not accept price”. Much like offline conversions, calls function in reports like regular goals.

For ads in Yandex.Direct you can use any goals or segments from offline, both for conversions and for calls. They are useful for configuring campaigns for ad networks and setting up bid adjustments, as well as for automatic strategies, such as maximizing your conversions against a goal set in Yandex.Metrica.

The following are some examples of how you can use combined data on customer behavior both online and offline.

Case №1: accurately evaluating the impact of an advertising channel

Imagine a website for a car showroom which has a request form to arrange a test drive. By comparing audience acquisition channels, the owner of the car showroom will see form requests from users that came to the site by display ads, which cost 50% more than the form requests for those who came to the site via social network ads.

However, many clients who fill out a request form do not end up coming to the car showroom. If information about actually-fulfilled requests is added to Yandex.Metrica, it will turn out that users from social networks are much less likely to come in for a test drive. Therefore the cost of a conversion that results in a real test drive, and not just in filling out a form, turns out to be lower for a display ad.

Case №2: creating sophisticated audience segments

Customers for a cleaning company can order cleaners online, over the phone or at points of sale in supermarkets. The company can then send to Yandex.Metrica several types of data:

— Call tracker reports supply detailed information about calls with tags for the overall call outcome, such as “order confirmed”, “rejected” and “complaint about service quality”.

— Order requests from points of sales and information on completed orders are imported as offline conversions.

— Customer statuses (“new” or “regular”) are sent as user parameters from the CRM.

By combining these three types of data, the company can create segments for ads in order to address different groups of customers. For example, regular customers that complained about the quality of service will see an offer for a 50% discount on their next order. Meanwhile, for new customers that called in but did not confirm an order, the company can make a special offer, such as a discount price for their first order.

How to set up data transfer

The main condition for sending “offline” data – both for conversions and calls – is to make sure there is the ability to identify site users. This can be through loyalty cards, promotional codes or usernames, for example. If there is no way to identify users, then the merging of offline and online data will not be possible.

Offline conversions can be uploaded to Yandex.Metrica’s web interface, or automatically imported via the API. More details on transferring data can be found in the relevant help section.

Information on calls is sent by the call tracker via the API. Ringostat already integrates with Yandex.Metrica, and their customers simply need to choose the required option in the call tracker interface. Any other call tracker can independently configure the transfer of data to Yandex.Metrica by following this documentation. You do not need permission from Yandex.Metrica to get started, and Yandex specialists will be available to help you out.

You can ask any questions about offline conversions and calls by contacting the support service, or leaving a comment below. The Yandex.Metrica team will be happy to help you out!