Offline conversion tracking – key challenges
Is there a mismatch between the conversions you are tracking and the actual revenue you are targeting? Measuring CAC when you don’t really have a customer yet? For many businesses, their digital marketing conversions are only leads or potential clients with wide variations in actual revenue. Let us look at a few examples. If you are an optician, your conversions from digital marketing are largely bookings, typically a eyesight test. However, the revenue from the test can range from nothing (no-show) to repeat orders of expensive prescription glasses and more. Similarly, if you are a financial services provider, your conversion from digital marketing is typically an application form for a loan. The actual revenues and results however depend on later events such as approval, interest rates and performance of the customer. A SaaS business or anyone …
