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Not every conversion is the same. One of the most underutilized ways to get a higher level of Google Ads performance for companies whose sales force closes leads it generates is through offline conversion tracking.
Businesses can notify Google whether conversions resulted in paying customers by submitting data from a client database that matches the online click identifier. To find more people who are similar to those conversions, Google can utilize its enormous data sets to pinpoint the characteristics that these conversions have in common.
When lead-generation conversions occur, no money is made, but e-commerce enterprises gain from conversions being simple product purchases that are only affected by two things: returns and exchanges.
This raises inquiries like:
Every firm has unique requirements. I will thus offer frameworks in this guide to offline conversion tracking that will enable you to determine the answers to these queries. We will discuss:
How to put offline conversion tracking into practice.
An example of a standard offline conversion configuration.
when offline conversions and the sales funnel collide.
How to link Google Ads and your CRM.
Enhanced Conversions’ evolving role in paid media.
All kinds of advertisers are becoming more and more interested in offline conversions.
It allows you to account for things like returns and swaps that could alter the value of a sale in e-commerce.
Lead generation companies, such as SaaS and home contractors, are able to inform Google of which web conversions resulted in paying clients.
The following are additional benefits of using offline conversion tracking:
Although setting up offline conversion tracking can be challenging, the work is worthwhile.
Here are some points to consider when setting it up.
Basics
Configuration
You can add offline conversions to your Google AdWords account in three different methods.
1. Offline Conversion Imports:
Data from various sources is manually imported for offline conversion.
Google matches your offline conversion with its online conversion using various identifiers, depending on where the conversion originated.
Use of conversions from clicks:
Usage of conversions from calls:
2. HubSpot And SalesForce
There are native interfaces between two of the most widely used CRM programs available and Google Ads.
After this is configured, you can set rules that will cause your funnel conversion events to be automatically imported as offline data back into Google Ads.
3. Zapier
You must set up an integration using Zapier for all other CRMs and customer database systems.
Continue reading to find out more about configuring integrations and imports for offline conversion.
Typical Errors
Importing or synchronizing your offline conversions might occasionally lead to errors or have unintended performance effects.
This occurs for a number of causes, the most prevalent of which are as follows:
Read more about offline conversion issues in Google AdWords at Recommended Reading.
More work goes into setting up offline conversions than merely giving Google the data it needs.
Here are some tips for paid media teams, particularly agencies, on how to handle any conflict that may arise along the way.
Obtaining Client Data Access
My preferred approach when we onboard a new lead generation client is to request access to their CRM and customer information.
HubSpot, SalesForce, or any other tool that requires a Zapier connection may be this. Landing pages, chatbots, and call tracking are some things I search for.
The next phase is a two-step procedure:
CRM Coordination
For Google Ads, there isn’t a “best” CRM, and we can usually work with whatever a client uses.
Having said that, I have been urging clients that lacked a CRM prior to our assistance to use HubSpot.
It scales effectively, has a free plan, and has a native connection to Google Ads.
After everything is set up, we ensure that the leads that have been converted are arriving in HubSpot or the platform of their choice.
We sync conversion actions that have been set up in Google advertisements back to the advertisements platform, one event for every milestone step.
Calls, form submissions, and conversations will all put the lead into the CRM with a GCLID if we track them as conversion events.After everything is set up, we ensure that the leads that have been converted are arriving in HubSpot or the platform of their choice.
With a GCLID, each of those will drop the lead into the CRM.
We sync conversion actions that have been set up in Google advertisements back to the advertisements platform, one event for every milestone step.
Calls, form submissions, and conversations will all put the lead into the CRM with a GCLID if we track them as conversion events.
Bidding according to value
We will send a lead back to Google Ads as another conversion activity as it moves from prospect to marketing-qualified or sales-qualified lead.
This notifies Google that the lead it received has now become an even more valuable resource.
Target return on ad spend (ROAS) bidding is used for lead generation since these numbers appear in Google Ads based on certain milestones.
Managing Clients
An agency’s ability to produce results may be limited if clients are reluctant to grant access to resources and data.
We inform prospects as part of our sales process that we can handle Google Ads without their assistance and that our main focus would be on leads; however, if they would like to concentrate on high-quality leads, we will require this information from them.
The majority of them agree to share what we request; occasionally, we’ll need to sign an NDA.
However, most clients are content to take on the more lucrative task, especially because we handle the setup and upkeep duties.
Dealing With Sales Teams On The Client Side
The sales team’s responsibility is to convert leads into deals, therefore if you’re employing offline conversions, you need to work together with them.
We attempt to comprehend their sales procedure during the kickoff call.
This finds messaging and process gaps and helps us appropriately map out the offline conversion funnel.
We search for potential improvements to closing rates and then forward those suggestions.
Even while proper offline conversion tracking implementation requires time and work, the benefits continue long after the procedure is finished and automated.
Because the platform now handles more aspects of Google Ads campaign management, such real-time bidding and keyword matching, high-quality data frequently makes the difference between mediocre and above-average outcomes.
It’s the closest thing an account has to a custom suit in today’s digital advertising ecosystem—something that enables it to experience the ideal fit, or as near to it as feasible.
But the real benefit of offline conversions lies elsewhere—in metrics other than CPC and ROAS. It’s the capacity to produce a larger proportion of ad conversions that can be converted into income with less work, money, and time invested.
Put another way, most ad campaigns become noticeably more profitable over the long run when offline conversion monitoring is implemented.
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