Service Tracks Online Conversion From Offline Ads

Share this content:
Advertisers are testing a service that tracks Web hits from ads that run in print or on television, radio and other offline media outlets. PrintAd.Info, developed by STG Media Corp., tracks Web site visits -- and the time and city of the visitor -- to measure offline ad effectiveness and determine in which markets the ads performed best.

"Besides product marketers, both the Republican and Democratic parties have expressed interest in PrintAd.Info's ability to track the cities and states that were most responsive to a particular message," said Thomas Lark, president of STG Media Corp., Phoenix.

PrintAd.Info uses a unique URL or toll-free number at the bottom of a print ad to track an offline campaign. It compiles the data using proprietary technology. PrintAd.Info also can track the effectiveness of telemarketing and SMS messages.

One direct response television firm worked with STG to track its print media campaign's ability to drive retail sales and orders to its call centers using a dedicated 800 number. Over the course of three creative tests and rewriting call center scripts, the company raised its conversion ratio more than 500 percent and boosted its return on media investment 150 percent, according to STG.

Though advertisers want to track each ad creative's effectiveness better, some remain hesitant to create separate URLs to track campaigns, said Jack Baker, STG's senior vice president of marketing. Large retailers, for example, want customers to visit their main Web site, not a slightly different URL such as or, in the hypothetical example of a Gap campaign.

"People who understand the importance of tracking get it," Baker said. "People who don't track, don't get it. It's the old mentality versus the new."

Yet marketers are being pressured by executives to provide more data on offline and online campaign effectiveness, Baker and Lark said.

"Our clients want to know how much profit each ad generates," Lark said.

Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

Sign up to our newsletters

Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above