How to track your offline conversions?

While tracking and attributing online marketing campaigns to online actions and phone calls is core to what Atrilyx delivers, we can also measure offline outcomes — sales that originate from a web lead but close later in a CRM, point-of-sale system, or other operational system, as well as fully offline outcomes like in-store visits.

For sales originating from an online lead

When a lead is captured online and converts to a sale offline, Atrilyx ties the two together by carrying a shared identifier through both systems. Atrilyx can capture or generate a unique lead ID, hashed email (SHA256), or hashed caller ID at the moment the goal fires, and that same identifier is persisted in the client's CRM. When the lead converts, the client sends a feed of the offline outcome with the identifier attached, the ingestion pipeline matches it back to the originating conversion, and the existing attribution chain resolves the closed revenue back to the campaign, ad set, and creative that drove it.

For the full mechanism, data flow, and what's required for implementation, see Closed Loop Reporting.

For fully offline outcomes (in-store sales, walk-ins)

For outcomes that don't originate from an online lead capture — for example a purchase made in a physical retail location — Atrilyx can run probabilistic matching through an identity provider. The client sends a secure feed of their sales data; each customer's email, phone, or address is processed into an anonymous persistent identifier and matched against the persistent identifiers Atrilyx has generated from website visitors.

This method will not produce a 1:1 match for every transaction, but it produces directional data robust enough to inform online media investment and optimization decisions.

Network-reported store visits

Many ad networks also report "Store Visit" metrics directly, indicating how many people exposed to your ads later visited a physical location. These are directional and reported in aggregate, but they provide an additional signal alongside the data above.

Putting it together

With these data points combined — closed-loop matched outcomes, identity-matched outcomes, and network-reported store visits — the Atrilyx insights team can analyze sales data against impressions, clicks, and store visits to give directional measurement of campaign impact on offline performance. With iteration, this becomes a working model for estimating and predicting offline outcomes based on media investment.