Google has recently released a new tool that allows you to upload conversion data to Google Adwords. The point of this new tool is so that you can update Adwords’ conversion data with a sale that might have come from an offline source (ie. a phone call).
The tool works great and I’ve already implemented it into the work that I do with Google Adwords. It’s even easier when you use Salesforce, as you can have a report generated automatically for you every few days, and then upload the data directly into Adwords.
Many companies are singing great praises about Google’s new tool.
However, there’s an issue. Google’s new tool will not track ALL of your offline conversions.
It only tracks the ones that you have a GCLID (Google Click ID) for. In other words, you can only update conversions for leads that you got through a lead form.
Let’s look at a few examples:
Let’s say Sally comes to your website looking for your widgets. Sally reads your content and is impressed by the information that you have on your website.
Sally signs up to download a whitepaper from your site and fills in her contact information. In the background, your website form grabs the GCLID and saves it in Sally’s file for later.
Over the next week or two Sally is receiving your autoresponder emails. These emails nurture Sally into a qualified lead and Sally decides to give you a call. Your sales team closes the sale (good job!) and Sally becomes a customer.
Without Google’s offline conversion tool you would have a hard time connecting Sally’s conversion with the data that you have in Google Adwords.
Luckily, with Google’s new tool you can grab Sally’s GCLID and upload it back into Adwords (you can do this manually, or there are some marketing automation powerhouses that have jumped on board to automate this process).
Great! You now have updated conversion tracking data in your Google Adwords account. The new tool has worked exactly how it was supposed to and you have just given yourself more data.
But… let’s now look at another example
Graham clicked on your ad just as Sally did. Graham liked your site, and liked the content that you offered.
But instead of signing up as a lead, Graham decided to give your sales team a call right away.
Luckily, your sales team kicks ass so they’ve now closed another sale. Graham is a customer.
Too bad you don’t have any way of linking Graham to your Adwords data. Yes, you can setup multiple phone numbers for your adwords campaigns, but if you’re like me and you have 50 different adgroups active at any given time you probably don’t want to have 50 different phone numbers on your site to manage.
So how do we get Graham’s data into Adwords (and hopefully analytics)?
Get the data through the receipt process
After Graham has made a sale, your sales team needs to send them a receipt. If you do this via email, you have a prime opportunity to grab some data.
Instead of including the details of the receipt right in the email you send to your customer, send them a link to an online receipt that is located on your website.
Include your Google Adwords conversion code on this receipt page and VIOLA, you have your conversion data. As an added bonus, you can now add Google Analytics’ e-commerce code onto this page so that you can track exact sales through your analytics account. The advantage with this is that now you’re tracking offline sales for all other traffic sources as well.
In the name of better data, good luck!
Let me know what you think in the comments below.