Offline-to-Online Attribution
Connecting offline marketing touchpoints to online conversions and understanding the cross-channel customer journey.
Customers often see offline advertising (TV, radio, billboards) before converting online. Traditional digital attribution misses these touchpoints, undervaluing offline channels.
Common Customer Journeys
- See TV ad → Search brand name → Convert on website
- Hear radio ad → Visit store → Purchase in-person
- Receive direct mail → Scan QR code → Complete online purchase
- See billboard → Visit website → Register and deposit
| Method | How It Works | Best For |
|---|---|---|
| Vanity URLs | Unique URLs for each offline campaign (e.g., brand.com/tv) | Direct response campaigns |
| QR Codes | Scannable codes linking to tracked landing pages | Print, OOH, packaging |
| Promo Codes | Unique discount codes for each channel/campaign | Direct mail, radio, podcasts |
| Call Tracking | Unique phone numbers for each campaign | TV, radio, print |
| Brand Search Lift | Correlate offline ad timing with brand search volume | TV, radio brand campaigns |
| Location Data | Mobile location signals near OOH placements | Billboards, transit ads |
| ACR (Automatic Content Recognition) | Detect TV ad exposure via smart TV or mobile audio | TV campaigns |
1. Establish Tracking Infrastructure
Set up unique identifiers (URLs, codes, phone numbers) for each offline channel and campaign before launch.
2. Integrate Data Sources
Connect offline campaign data (flight dates, spend, GRPs) with digital analytics and CRM systems.
3. Define Attribution Windows
Set appropriate time windows for offline-to-online attribution (typically 7-30 days depending on purchase cycle).
4. Apply Statistical Methods
Use regression analysis or MMM to correlate offline activity with online outcomes while controlling for other factors.
5. Validate with Experiments
Run geo-tests or holdout experiments to validate attribution model accuracy.
| Metric | Definition | Calculation |
|---|---|---|
| Brand Search Lift | Increase in brand searches during/after offline campaigns | (Campaign Period Searches - Baseline) / Baseline |
| Direct Traffic Lift | Increase in direct website visits attributable to offline | (Campaign Period Direct - Baseline) / Baseline |
| Cross-Channel Conversion Rate | Conversions from users exposed to offline then online | Cross-Channel Conversions / Offline Impressions |
| Offline-Assisted Revenue | Online revenue influenced by offline touchpoints | Sum of revenue from cross-channel journeys |
TV Attribution Platforms
iSpot.tv, TVSquared, Tatari - Connect TV exposure to digital actions using ACR and device graphs.
Call Tracking
CallRail, Invoca, DialogTech - Track phone calls from offline campaigns with unique numbers.
Location Intelligence
Foursquare, Cuebiq, SafeGraph - Measure foot traffic from OOH exposure.
MMM Platforms
Nielsen, Analytic Partners, Marketing Evolution - Comprehensive cross-channel measurement.