Driftrock downstream conversion tracking allows you to better understand the impact of your lead generation campaigns by giving you the ability to track their impact on actions completed either offline or in other systems.
For example, vehicle purchases may be completed offline in a car dealership. By passing these purchase events back to Driftrock, you would be able to attribute these events to your campaigns and understand which of your lead generation channels generated the highest value for your business.
This attribution or "matching" process can be done with compliant personal data, such as an email address, or it can be done with anonymised user IDs, such as a Driftrock ID or an internal ID within your workflows.
Sending event and action data back to Driftrock allows for a wide range of benefits and insights from your marketing campaigns:
Combined, these help you run campaigns which are measurable, effective, and easy to optimise.
Depending on your industry, you should consider which events and actions are most valuable to you. Here's a few examples:
Automotive
Test drives
Offline purchases at a dealership
Service bookings
Higher Education
Course enrolments
Event attendance
Open day visits
All of these are events which you could send to Driftrock and attribute to your campaigns, helping you better understand their impact and conversion rate to key actions.
In order to use Downstream tracking, within your account you need to be doing one of the below:
Event and action data can be sent into your Driftrock account in several ways, depending on your system setup:
Basic: A manually uploaded CSV
Intermediate: By using our native integrations with Shopify, Keap, and other platforms
Advanced: Sending data to the Driftrock events API for your account
In all cases, Driftrock requires at a minimum these fields:
Event timestamp: 01/12/2023T13:01:22
User email address OR a Driftrock ID
Head to Conversion Tracking within the Driftrock platform to get started, or reach out to support@driftrock.com.
