Services

Online–Offline Attribution

Connect digital campaign data to CRM records to measure which ads drive leads, test drives and offline purchases — validated for Subaru Eastern Europe.

High-consideration businesses can't measure campaign ROI when purchases close offline after a lead — ad platforms report clicks, but not sales. We replace gut-feel budget decisions with a joined data pipeline that links digital sessions, calls and form submits to CRM purchase records, so every channel's contribution to revenue can be compared directly.

Google AnalyticsCampaign Manager 360Google Cloud PlatformGoogle AdsLooker StudioCRM

Proof point

MetricBeforeAfter

ROAS across digital stackBefore: UnmeasuredAfter: +41% improvement

Post-view conversion visibilityBefore: Not trackedAfter: Full CM360 parallel tracking

Online-to-offline journeyBefore: Disconnected data silosAfter: Single joined data source

Sales funnel reportingBefore: Manual, ad-hocAfter: Automated, channel-level breakdown

What it gives you

Reconcile ad platform reported conversions against actual CRM sales records to validate spend decisions.

Capture post-view conversions from display campaigns so Google Ads optimisation receives accurate purchase signals.

Monitor the full sales funnel — from call and form submit through to car or service sale — with marketing channel attribution.

Reduce wasted budget by identifying which campaigns correlate with offline purchases rather than online clicks alone.

How it works

01Enhance Google Analytics with call and form tracking so sessions that lead to a test-drive booking are captured as conversion events.

02Implement parallel tracking in Campaign Manager 360 to measure post-view conversions from Google Ads display campaigns.

03Set up batch data downloads from Google Analytics, CM360 and the CRM into Google Cloud Platform, then join lead entries with purchase records.

04Deploy automated Looker Studio dashboards with real-time campaign metrics and a sales funnel view broken down by marketing channel.

What's included

GA4 / UA call & form tracking setup

CM360 parallel tracking implementation

GCP batch pipeline configuration

CRM-to-GA data join

Automated Looker Studio report

Sales funnel dashboard with channel breakdown

Ongoing QA and data validation

What you'll need

Access to CRM with purchase records
Google Analytics property (UA or GA4)
Campaign Manager 360 account
Google Cloud Platform project
Active Google Ads display campaigns

What we analyse

Post-view conversion trackingCRM-to-ad platform reconciliationTest-drive attribution by channelDisplay vs search ROAS comparisonCall & form session mappingBatch pipeline from GA to GCPSales funnel stage analysisCampaign spend vs offline revenueService sale attributionReal-time performance monitoring

Is this you?

Automotive dealers and distributors running paid digital campaigns where the majority of purchases close offline. Applicable to any business with a significant gap between online lead volume and tracked revenue — real estate, finance and high-value retail.

Subaru Eastern Europe increased ROAS by 41% across their full digital marketing stack after online and offline data were joined into a single measurement source — moving budget decisions from platform-reported metrics to verified purchase data.

Talk to us about this Read the Subaru case study