Sometimes ads don't lead to an online sale
and instead lead to a sale made offline,
such as when you purchase a car at your local car dealership.
By importing your offline conversion events,
you can measure what happens after a user clicks on an ad.
In this video,
we will show you how to implement an import such offline conversions
using enhanced conversions for leads in a secure and privacy-safe way.
Before we begin,
you will need to ensure that you have:
Previously implemented a Google tag, formerly known as the global site tag.
You'll need to use the same one for enhanced conversions for leads.
Enable Auto-tagging to track offline conversions.
And finally, have identified a webform that collects
first-party customer data, such as an email or a phone number.
Implementing enhanced conversions for leads can be done quickly
in four simple steps, entirely from your Google Ads account.
One, create a new offline conversion action.
Two, update offline conversion settings and accept terms and conditions.
Three, configure Google tag.
Four, setup import.
Step one:
Login to your Google Ads account,
then go to "Conversions" under the "Measurement" tab,
and "Create a new conversion action".
Next, click on "Import", "Other data sources"
and select "Track conversions from click".
Next, identify the offline conversion you would like to measure,
and ensure you are selecting a goal category
best suited to the offline event you are uploading.
For example, select "Converted leads" for offline conversions
where you have made a sale
and "Qualified leads" for those that are sales or marketing qualified.
Fill out the rest of the settings based on your needs, and click
"Create and continue".
Next, select "Enhance conversions for leads"
as your preferred method of importing offline conversions.
You will also need to accept our privacy terms and conditions
if you haven't already accepted them.
Note that enhanced conversions for leads uses
user provided email or a phone number, so please ensure you have reviewed
and confirmed that you can comply with Google's customer data policies.
You can also find the link to it in the description below.
Please read through them carefully and click accept.
Next,
go to "Global site tag configuration",
and click "Configure", and select "Include user provided data from your website"
to allow the tag to securely capture user-provided data
from your website lead form.
Click "Save".
Then click "Done".
That's it!
Your enhanced conversions for leads set up is complete.
Remember, you can always revisit
these settings to update or change them under offline conversion settings.
Now it's time to import your first offline conversion.
You have a few ways you can upload your data to Google Ads:
Manual upload,
Scheduled uploads,
or Automatic upload via the API,
or using third-party tools such as Zapier.
Today we will show you how to set up a Scheduled upload using Google sheets.
Click on "Tools and settings",
"Conversions", then click on "Uploads" on the left panel,
and "Schedules" in the top menu.
Make a copy of the Google Sheet template.
Next, add the necessary conversion information you wish to upload.
Remember, for scheduled uploads,
you must hash the phone number and email fields
using SHA256 encryption.
To automatically hash your data in Google sheets.
Navigate to "Extensions","App scripts".
Then click on "Triggers" icon
and create a new trigger.
Next, select event type to "On change".
Then click "Save".
Once your file is hashed and ready for import,
go back to Google Ads and set a scheduled upload.
Link to the file using your Google Sheets URL
and sharing with the displayed account address in the UI.
As a best practice,
be sure to set the frequency to "Daily", then click "Save".
That's it.
You have successfully implemented and imported your offline
conversion data into Google Ads using enhanced conversion for leads.
Make sure you wait for four weeks before you turn on automated bidding.
For more step-by-step instructions,
visit our Help Center, or check out Google Ads tutorials on the Google Ads channel.