Can C3 connect Offline Conversion events into Attribution?
If you are looking to connect online conversions to offline events, such as the case of an online lead leading to an offline transaction (Mortgage, Insurance, Education, etc.) or an online sale linking to a subscription/continuity program or even a brick and mortar sale, C3 Metrics was built with your business in mind.
During Implementation, you will be placing a C3 tag on your Conversion/Thank You page to signify to C3 that a conversion has taken place. To connect online to offline, at the point of conversion, you will pass C3 a ‘primary key’ which will be utilized to ‘match back’ once that offline event occurs. This ‘primary key’, encrypted in the C3 platform, is something unique for that user, such as an account or lead ID, phone number or even email address. The connection point between C3 and your CRM is the value passed within the Account_ID parameter of the conversion tag
On your end, you will enable a file transfer of offline conversions that will contain that same ‘primary key’ along with conversion values and dates. C3 will look up the ‘primary key’ and match the offline conversion with the online event and attribute the conversion value across all of the digital touch points.
Within the dashboard, you will have the ability to toggle between Online and Offline conversions.
File Transfer
The file can be sent weekly or monthly and is sent via email to: ’help@c3metrics.com’ with the subject as follows: [CAMPAIGN NAME] – [CAMPAIGN ID] | Offline Conversion Report
The format is CSV or Excel where the 3 required fields are Account_Id/Primary Key, Value and Date.
Account_ID, Value, Date
Some C3 clients have established Conversion Types a Net Present Value (NPV). For example, for our EDU clients, four typical offline Conversion Events and their Transaction Types are as follows:
- Start Application (c3_type = start)
- Complete Application (c3_type = application)
- Enrollment (c3_type = enroll)
- Student (c3_type = student)
There is no need to send over a value for these, as the value has already been established with C3 during implementation. The format is CSV or Excel where the 3 required fields are Account_Id/Primary Key, Transaction Type and Date.
Account_ID, Transaction_Type, Date
