Tracking online response to print campaigns, part 2.

Following yesterday’s look at how to track online response AND conversion to print campaigns, including post (direct mail), line ads, flyers, leaflets and inserts, here’s a diagram of how the system works.

This system produces four sets of figures.

a) Number of people saw the landing page
b) Number of people saw the landing page and converted
c) Number of people made an offline enquiry (by telephone)
d) Number of people converted offline

Most companies only bother tracking offline response, but when you track both, you’ll know whether the print campaign was profitable and worth investing more in.

-Ed.

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