Despite the hype of e-commerce and lure of making money whilst you sleep, the majority of Australian businesses and consumers prefer to transact via traditional sales channels such as retail, telephone or face to face. This means that tracking off-line sales from your website is very important and that it’s no longer good enough to have your customers mark the “lead source” as the Internet. You need to drill deeper and ask your customers more specific questions about how they originally found your business.