Including offline transactions into bidding decisions

How can we measure offline (phone, store) conversions and feed them back into bid decisions?

First, you need to get your phone orders into your attribution system. If you've built your own, then you can capture a code from the customer over the phone, which ties the CSR's browser session back to the customer's. Another way is to pick up clicks on emails (order receipts are a great example), where you know who they are, and can possibly track them back to purchases, post-facto. Once you have these orders accounted for in your attribution, then you simply include them in your attributed share coefficient.

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