Measuring the Success of Your Traditional Print Advertising Campaigns
Bridging the Gap Between Print and Digital Metrics
Unlike digital advertising, measuring the ROI of traditional print (newspapers, magazines, flyers) requires specific tracking methods built into the advertisement itself. Without these tags, you cannot accurately attribute sales to the print medium.
Tracking Methods for Print Success
- **Unique Phone Number:** Use a dedicated phone line or a specific extension/shortcode in the print ad that is *only* published in that medium. This allows you to track the exact number of calls generated by the campaign.
- **Unique Offer Codes:** Include a specific code (“PRINT10” or “KAMPALA5”) that customers must mention or input at checkout to redeem an offer. This provides a direct, measurable link between the print ad and the sales conversion.
- **Dedicated Landing Page/QR Code:** Direct readers to a unique, easy-to-type URL or use a QR code that links to a dedicated landing page. Analyze the traffic on this page to gauge response rates.
- **Post-Purchase Survey:** Train your sales team to ask customers, “How did you hear about us?” and record the “Print Ad” option.
Calculate your ROI by dividing the campaign profit by the total advertising cost (cost per acquisition).