In Yandex Metrica, what is the primary purpose of tracking offline conversions, and how is this data integrated with online advertising campaigns?

In Yandex Metrica, the primary purpose of tracking offline conversions is to measure the full impact of online advertising campaigns on offline business outcomes, such as phone calls, in-store visits, or offline sales. It helps bridge the gap between online marketing efforts and real-world results, providing a more complete understanding of campaign ROI. This data is integrated with online advertising campaigns by importing offline conversion data into Yandex Metrica and linking it to specific ad campaigns, keywords, and user interactions. This can be achieved through various methods, such as uploading a CSV file containing offline conversion data matched with Yandex Metrica user IDs, or by using a call tracking system that integrates with Yandex Metrica to automatically record phone call conversions. By linking offline conversions to online campaigns, advertisers can gain insights into which campaigns are driving the most valuable offline results and optimize their advertising spend accordingly. For example, if a campaign is driving a significant number of in-store visits that lead to sales, the advertiser can increase the budget for that campaign to further boost offline revenue. Also, it allows for refining targeting and bidding strategies to focus on users who are more likely to convert offline, improving overall campaign effectiveness.