Offline conversions

Customers often make orders online, but then pay for their purchases at a pick-up point. You can use Yandex.Metrica to link customers' actions on your site to their actions outside of the internet, and account for offline conversions.

Offline conversions are tracked using goals. You can use them in any of the Yandex.Metrica reports, as well as for segmentation. Conversion metrics are calculated for offline goals (for example, the conversion rate and the number of conversions). The resulting information helps you more accurately assess the performance of different channels for user acquisition, so you can better understand how customers arrive at a conversion.

Figure 1.

Transmitting and processing data

To configure tracking offline conversions in Yandex.Metrica, use JavaScript event goals and send conversion data in a CSV file. Before sending the offline data, you also need to prepare special identifiers: Client ID or User ID.

You can transmit this information via the Yandex.Metrica API or the web interface. More information about transmitting data via the API.

The following section describes how to prepare and transmit data via the web interface.

  1. In Settings → Goals, create a JavaScript event goal. For the goal ID, specify an event that is important to track (for example, confirming an order – “order_confirmed”). You will need this ID when forming the CSV file.

    If you want to analyze offline conversions separately from conversions on the site, you can enter a more specific description in Name (for instance, “Purchase in office”, “Offline goal”, or “Cash payment”). This will make it easier to find the goal in the list.

  2. On the Upload data tab, go to the Upload offline conversions section and enable Extended conversion window.

    Note. Before uploading a file, wait for the amount of time that usually passes between users' actions on the site and offline. For example, if your site allows up to ten days to pay for an order at the pick-up point, don't upload data sooner than ten days after enabling the extended conversion window. This will allow you to collect the most complete data about offline conversions in Yandex.Metrica.
  3. Create a CSV file with conversion data, following the recommendations.

  4. Upload the file to Yandex.Metrica.

Preparing the CSV file

Specification for the CSV format

Overview of the CSV format

Fields for transmitting dataThe fields support a hierarchical data structure.
Field name Required Description Example
ClientID | UserID Yes Site user ID P12345
Target Yes The goal identifier that was set when creating the goal in the web interface order_confirmed
DateTime Yes The time of the conversion (in Unix Time Stamp format) 1481718166
price No Goal value 1000
Currency No

Three-letter ISO 4217 currency code.

Supported currencies
  • EUR — Euro
  • USD — United States dollar
  • GBP — British pound
  • CAD — Canadian dollar
  • AUD — Australian dollar
  • RUB — Russian ruble
  • UAH — Ukrainian hryvnia
  • BYN — Belarusian ruble
  • TRY — Turkish lira
  • CNY — Chinese yuan
  • KZT — Kazakhstani tenge
  • TMT — Turkmenistan manat
  • LVL — Latvian lats
  • MDL — Moldavan leu
  • CHF — Swiss franc
  • THB — Thai baht
  • YND — Yandex units

If a different currency is passed, null values will be sent instead of currencies and amounts.

RUB

Uploading the file

To upload the prepared file with the data, go to Settings (the Upload data tab). In the Upload offline conversions, follow these steps:

  1. Click Upload data.
  2. In the window that opens, choose the file type according to the type of ID you want to upload (UserID or ClientID).
  3. Select the file on your computer and add comments to the upload, if necessary.
  4. Click Upload data.

Sample CSV file for uploading data