Key Takeaways:
Offline tracking tools reveal what happens beyond the click, helping retailers connect with customers in new ways.
Find out which 7 offline tracking tools we recommend for our retail clients.
From the moment you capture a customer’s eye with an ad and bring them to your website, the goal is to understand who that visitor is and keep them connected, so the first dollar you spent on them doesn’t go to waste.
That’s where offline tracking comes in. It bridges the gap between online actions and offline results, showing you what’s working, what’s missing, and where you can do more to stay connected.
Offline tracking tools help you understand what’s missing and what you aren’t communicating that you should be. They help you stay connected with customers and remain top of mind with them in our big, giant world where people run a million miles an hour.
So, without further ado, let’s look at seven of the best tools you can use to start leveraging offline tracking for your marketing.
“Offline tracking tools help you stay connected with customers and remain top of mind with them in our big, giant world where people run a million miles an hour.”
– Jennifer Shaheen
Founder and President, Technology Therapy® Group
1. Google Search Console:
Organic Insights at Your Fingertips
If you want to understand how people find your store organically, Google Search Console is essential. It shows which search queries bring customers to your site, how your pages are ranking, and what technical issues may be holding you back.
For small retailers, these insights can guide content and product page improvements. Maybe you discover customers are finding you for “holiday gifts under $50”. With that knowledge, you could build a featured collection to match.
2. Google Tag Manager:
Your Control Panel for Tracking
Google Tag Manager (GTM) is a free tool that simplifies how you manage tracking codes on your website. Instead of adding a dozen different snippets of code for things like Google Analytics, Facebook Pixel, or other marketing tools, you install one piece of GTM code. From there, you can manage them all in one place.
GTM is especially powerful for small business owners because you don’t need a developer to update tracking. Want to see how many people clicked your “buy now” button? Curious how often shoppers are filling out your contact form? GTM lets you set up and manage these events yourself.
3. Microsoft Clarity:
See What Shoppers Experience
Sometimes, clicks and numbers only tell part of the story. Microsoft Clarity gives you tools to actually see how customers are interacting with your site. Its heat maps show where people click, scroll, or stop engaging. Session replays let you watch anonymous recordings of customer visits, revealing pain points like confusing navigation or abandoned forms.
Clarity also integrates seamlessly with Google Analytics and Google Tag Manager, so it fits right into your existing setup. For retailers, this tool is like having a window into your customers’ shopping journey—showing you where they get excited and where they get stuck.
4. Klaviyo:
Smarter Customer Tracking for Email
One of the primary reasons we recommend Klaviyo* to our clients is because of its tracking capabilities. It lets you know where your customers are coming from and what products they’re looking at, for instance. This lets you create more targeted emails.
Klaviyo’s strength lies in connecting behavior to communication. If a customer browses winter coats on your site but doesn’t buy, you can send them an email highlighting your newest arrivals or a special promotion. Over time, these targeted touches build trust and loyalty, helping you stand out during the busiest shopping seasons.
5. Bing Webmaster Tools:
Don’t Overlook Bing Traffic
Similar to Google Search Console, Bing Webmaster Tools gives insights into how people are finding your business on Bing. While Bing’s search share is smaller, it shouldn’t be ignored—especially since many users (like older shoppers or those using Microsoft Edge) default to it.
Bing’s tools let you see which queries drive traffic, measure click-through rates, and identify SEO opportunities. The platform may even highlight trends slightly different from Google, helping you reach new segments of your audience.
6. CallRail:
Tracking Calls That Drive Sales
Even in a digital-first world, phone calls remain a key driver of sales for many small retailers. CallRail* helps you connect those calls back to your online marketing. It assigns unique phone numbers to different visitors or campaigns, so you can see exactly which ad or channel prompted a call.
CallRail lets you record calls (with customer permission) to improve service and trains your team to handle inquiries effectively. You can also integrate it with Google Ads, so offline calls show up in your digital reporting.
7. Birdseye Post:
Offline Mail Meets Online Tracking
Sometimes, standing out means stepping away from digital clutter. Birdseye Post* helps retailers blend online and offline by tracking website visitors and then reaching them with physical mail like postcards.
Imagine someone browsing jewelry on your site but leaving without making a purchase. Birdseye Post can trigger a follow-up piece of mail reminding them of your brand, your holiday specials, or even a personalized offer.
“Tracking tools don’t just provide insights—they also open up new ways to connect with people.”
– Jennifer Shaheen
Founder and President, Technology Therapy® Group
Bringing It All Together
Tracking tools don’t just provide insights—they also open up new ways to connect with people. By starting with one or two of these tools and building over time, you can create a clearer picture of your marketing and strengthen the relationships that drive results.
See the Full Picture with a Digital Audit
Offline tracking tools give you valuable insights, but a comprehensive digital audit ensures nothing slips through the cracks. Discover where you’re missing opportunities and how to connect your marketing more effectively.
*DISCLOSURE: Links included in this article might be affiliate links. If you purchase a product or service with the links that we provide, TTG may receive a small commission. There is no additional charge to you!
