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SPEAKER: If you're an advertiser focused on generating leads,
an ad usually doesn't lead directly to an online sale.
Instead, it starts a customer down a path that ultimately
leads to a sale in the offline world, such as at your office
or over the phone.
With Offline Conversion Tracking,
you can measure any desirable offline action that
happens after a customer submitted a lead form
or called your business, and then
import these offline conversions to Google Ads.
By implementing Offline Conversion Tracking,
you can get a better sense of which keywords and targeting
approaches, such as geography or time of day,
are driving the most cost-effective sales.
You can use this data to optimize and fuel
your Smart Bidding campaigns.
Most importantly, Offline Conversion Tracking
will allow you to better understand the return
on investment of your Google Ads marketing efforts,
and to optimize for outcomes that matter
the most to your business.
Before jumping into how Google Ads Offline Conversion
Tracking works, it's important to note
that you can measure two different types
of offline conversions--
conversions resulting from an ad click,
for example, when a customer first clicks on your ad,
submits a form, and then converts,
and, conversions resulting from phone
calls, for example, when a customer calls your business,
and then converts during or after the call.
We'll go through both of these options.
Here's how Offline Conversion Tracking
works when measuring conversions resulting from clicks.
When a potential customer clicks on an ad,
Google generates a unique ID called a Google Click ID,
or GCLID for each click.
You will first have to implement a snippet of code
on your website to capture this ID.
Then, when the potential customer
submits a lead form on your website,
you'll include the GCLID along with the other information
in the form.
From there, the lead information,
for example, email address and name,
is passed onto and stored in a CRM or spreadsheet
along with the GCLID.
Your sales team then completes the sale or deal offline.
Once complete, you'll upload the data to Google Ads
through a spreadsheet or through a file transfer from your CRM.
If you're using Salesforce as your CRM,
there is an integration that allows
you to connect Salesforce to Google Ads directly,
making the offline conversion tracking
process very easy to set up.
For conversions that start with a phone call,
you'll need a Google forwarding number
to import call conversions.
Conversions that originate from calls
can be measured when the call came from a click
on a mobile ad or from a manually dialed number
in a desktop ad.
By adding a piece of code on your website,
you can also measure calls that originate from your website
after an ad click.
In the case of calls, instead of tracking the GCLID,
you'll keep track of the caller's number
and the time of the call.
Once a call results in a conversion,
you'll upload the conversion data along
with the caller's number and the time of the call
into Google Ads.
This will allow Google to link your uploaded offline
conversion back to the relevant ad and campaign.
Use the power of machine learning and Google Ads
automated biz strategies to optimize
for offline conversions.
To make the most of this, make sure to import
online conversion data frequently.
We recommend doing this daily.
Remember to wait at least two weeks or a full conversion
cycle from click to conversion import
before turning on automated bidding.
For more step-by-step videos on Google Ads implementation
and optimization, check out Google Ads Tutorials
on the Google Ads YouTube channel.
If you have any questions or for more information,
please visit Googles Ads Help.
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