How Do You Collect User Level Data?

It depends on the type of data!

To collect online data, we use our native tracking tags as experience has shown that other methods require a great deal of time, effort and cost on both ends and almost never yield satisfactory coverage or results since they depend on data provided by third parties or compiled by humans (!!), without being able to verify the quality of the information. We have a simple universal server-side tag that works with most tag managers. Collecting offline marketing data is a bit trickier. For TV and radio, we will with your offline advertising agency to collect post-log reports on a weekly basis, transmitted to a secure FTP. Typical parameters include flight and cost, date/time stamp, network, program, creative length, time of spot, GRP, etc.

Convertro is also able to collect other type of offline data, such as in-store sales, phone orders or catalog feeds. Our most popular proprietary solution involves placing a view pixel within a confirmation email. This makes it possible for our customers to tie these users to prior online activity without sharing private user information with us. For some customers, we are able to match almost 100% of offline sales. Other customers that have different conversion data can feed them into our system and match it to online activity by partnering with LiveRamp. These matches usually have a success rate between 30%-50%. Phone orders are tracked by utilizing a smart combination of our in-house approach, the inputting of special codes, or by third party vendors such as Mongoose and ResponseTap.v