Tracking offline marketing ROI

- With online marketing, … it's easy to tell exactly where traffic is coming from … with an analytics platform. … Offline marketing can be a lot tougher to track. … You're not getting data the moment a user sees your ad, … clicks on it or fills out a lead form, … but this doesn't make … tracking your return on investment impossible. … You'll actually be able to use a lot of the same strategies … you use online, offline. … One approach is to use tracking links … in every URL you print. … Using Google Analytics, … you can add campaign parameters to your URL. … So www.yoursite.com might become … yoursite.com?utmcampaign=mycampaign … n&utmmedium=offline&utmsource=equalsdirect mail. … That sort of thing. … You can do a search for Google Campaign URL Builder … if you need help generating these tracking links, … but that URL is going to be really long … and nobody will type that in … if they saw it on a postcard or flyer. … So it's ideal to turn that long URL into a short link. … You can also set up a custom link from your own website. …