How to find out which ad brings in more orders?

Question

Marketing

There is a shop. Trades through the Internet and physical stores.
Advertising is given through the services of Direct, Adwords, etc.
All advertising can be divided into two areas, which are not the point.
You can calculate how much money is spent in each direction in each service.

How to find out how many real customers (orders) a certain direction brings through a certain service?
Provided that most of the orders are made by phone or directly through the store.

Where to dig and what to read?

Answer 1

1. Mark all ads with utm tags
2. Enable e-commerce tracking in Google Analytics and Yandex Metrika
3. Create something like Calltracking.ru for different sources

Answer 2

make a unique "Number" the article of the product, ask the buyer for it and track it,
then you don't need to give a 5% discount,
not all stores can provide it))

Answer 3

When entering the store, generate a unique number for the user, call it "Basket number:", hang it in the cookie and display it somewhere on the page. Associate this cart with the referral source.
When ordering by phone, ask the customer to tell the number of his basket. That's it :) There are arrays with referral sources and conversion.

Answer 4

Enter a parameter a la 'from', drive a link in Ya.Direct in the form www.site.com/catalog.php?from=yadirect , etc. And for a person to report the number by phone, it is enough to add a number with the advertising identifier to the article: the user comes from Yandex, then the article will be 1ХХХХХ, if from Google, then 2ХХХХХ. This will not require modification of the base, it is enough just to display a number on the page depending on the transition address.

Answer 5

1. different phone numbers for different advertising campaigns.
2. "virtual" discount or micro-gift when ordering through different sources - you can also calculate this way.

Answer 6

You have already been told what to do. And in order to force the user to say this number, you need to write below that he will receive a 5% discount for this :)