In this article, you’ll learn the following:
About Offline Conversions
Besides measuring online conversions, VWO can also track offline ones when you provide the necessary data. Imagine you offer a software trial on your website, and people sign up online but convert offline. To measure this, integrate your CRM with VWO, by which you get to track when website trial users get converted into paying customers offline.
With VWO's offline conversion tracking, you can attribute revenue to specific website actions, optimizing not only for online results but also their impact on offline conversions. Insights from offline data inform marketing decisions and site improvements.
Sometimes, you may want to reach out to your website visitors and engage in a conversation to derive insights or explain to them about your products or services personally with a specific aim in mind. However, since this is a strenuous task, you need to identify potential customers before approaching them. You can do this by running an A/B test campaign in VWO, where you can target a segment of visitors.
For example, you can put a banner on a webpage indicating an offer or service for a segment of visitors, which can be availed by dialing your customer service. As your visitors reach out to your customer service, you can record the outcome of each of the calls and manually send the conversion information to VWO through a payload. This way, the conversions that happen offline can be tracked in your VWO campaign report.
NOTE: Offline conversions can be of various sorts, where the visitors would be converted through an offline mode or on an application, which may be different from the one where the visitor was recorded.
To use VWO Data360 for recording offline conversions, perform the following steps:
For a Data360 setup, conversions are recorded in VWO via Metrics, which requires the specific conversion event to be defined. So, before recording your offline conversions, it is essential that you perform the following:
- Create a custom event in the Data360 module.
- Create a metric with the offline conversion event that you created in the previous step.
- Now, create a campaign using the metric.
- Start the campaign.
Step 1: Get the Visitor's VWO UUID
For tracking offline conversions, you'll need the VWO UUID of the specific visitor you want to record a conversion for.
NOTE: Remember that the conversions can only be recorded for those visitors who have become part of the relevant campaign.
You can find the VWO UUID in the visitor's browser cookies under "_vwo_uuid". This cookie is available on websites with proper VWO SmartCode setup.
ATTENTION: Make sure to use "_vwo_uuid" and not "_vwo_uuid_v2" cookie.
Step 2: Trigger a Custom VWO Event
Now, you need to manually trigger the custom event for the offline conversion from the backend by sending the UUID pinned with your VWO account ID in the following HTTP request format and the payload information subsequently:
NOTE: If you’re an agency, you'll need to collect the client's VWO account ID beforehand.
Custom VWO Event Request Format
en: Event Name
a: Account ID
The following table explains the parameters supplied in the custom event request payload:
|It is the unique identifier for event requests. It is a combination of VWO’s UUID and the timestamp of the event in this format - <VWO UUID>-<Timestamp in seconds>
|VWO UUID of the current visitor
|An object containing event information
|Object containing default and custom properties of the event as a key-value pair
|These are the custom event properties, which will be followed by their respective values in this format - "property1": "value1". For example, "visitor_location": "Delhi"
|This contains the information of the webpage from which the event is triggered
The name of the custom event that you wish to trigger.
NOTE: The name of the event can be alphanumeric and shall include hyphens and underscores. It should be devoid of spaces and subject to 40 characters.
|Timestamp in milliseconds (ms)
|Timestamp in seconds
INFO: If you're looking to build an integration to trigger custom events using offline conversions, then name the event in this format: [source].[Event Name]. This ensures smooth integration and a simplified debugging flow. For example, if a custom event such as "ctaClick" is coming from CallRail (a third-party application), then the event name would be callrail.ctaClick.
To trigger the "productPurchased" event from your server for a user with VWO UUID DAD28496D5AE5AC737518D9DD6CC976FE and custom event properties productCategory and price, you need to send the following request and the payload information subsequently:
NOTE: Replace <accountId> with your VWO account ID.
Now, you will be able to verify the triggered event by navigating to Data360 > Audit from your VWO dashboard.
As well, you can use the same event to create metrics and view their corresponding report in your VWO campaign.
If your account is configured with a non-US data center, specify the ‘eu01’ (for EU) / 'as01' (for India) path prefix in the conversion call URL. Otherwise, the calls will get rejected.
For example, https://dev.visualwebsiteoptimizer.com/eu01/events/t?en=EVENT_NAME&a=ACCOUNT_ID
Click here to learn more about the data residency for VWO.