AdWords Debuts Offline Conversion Tracking For Full Sales Cycle Optimization

Running lead generation campaigns on Google AdWords? Measuring success and optimizing campaigns for actual sealed-deal conversions, not just lead in-take, just got a whole lot easier.

On the heels of rolling out cross-account conversion tracking and search funnels for MCC users, today, Google announced a new feature that allows advertisers to import offline conversions derived from PPC leads back into AdWords.

adwords offline conversion tracking

Once a user clicks on your ad, AdWords assigns a unique click ID (GCLID). That GCLID gets saved along with the lead information you capture. Now when that user completes an offline conversion event, you can upload the GCLID to AdWords along with the type and date of conversion as well as any order value.Adwords Offline Conversion Tracking

Your offline and online conversions are then all included in AdWords to help you optimize your campaigns based on data that encompasses the full sales funnel. You can set up as many offline conversion types as you need — qualified leads, closed sales, etc. — and track and optimize for each step along your sales cycle.

There are also ways to use this new feature to track certain types of online conversions separately from the overall conversion capture, such as orders only from new customers. And if you’re not able to track online conversions at all with Google conversion code, this could be a solution.

Offline conversion tracking does not work for click-to-call at this time because in order for the GCLID to be assigned, a user has to visit the site. Also note that this new feature is independent of Google’s Universal Analytics which aims to capture conversion paths across traffic sources by visitor.

Several marketing software providers including Marketo, Mongoose Metrics, SugarCRM already have guidelines posted on their sites to set up offline conversion tracking. Google published it’s own guidelines for uploading conversion data from Salesforce to AdWords.

Here’s Google’s quick overview video:

YouTube Preview Image

Find more details about the import feature and set up process here.

Related Topics: Channel: SEM | Google | Google: AdWords | Top News

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



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  • Sandy Singh

    i really appreciate Google for adding this new feature, but i have a question How can we calculate the conversion for those clicks where customers directly calls and make purchases after going through the website?

  • http://www.localtag.org/ Pete Nicholls

    This is great news Ginny – so many businesses complete the sale offline including over the phone. All we need to do now is capture the click ID. Even if it’s a phone order, I’m thinking this can be a mini-form the user completes on the website with simply their name, email and phone number while the sales operator closes the sale which will email in the click ID to attach to the sales order.

  • http://iloveujesus.com/ Alen M.J.

    Great – Now IM companies will have to accept that XX% of the Adwords conversions they sent aren’t making any business… anyway we will never let our client know it :D (Ginny link to marketing land is broken as well you missed add a C in – GLID)

  • http://iloveujesus.com/ Alen M.J.

    Great – Now IM companies will have to accept that XX% of the Adwords conversions they sent aren’t making any business… anyway we will never let our client know it :D (Ginny link to marketing land is broken as well you missed add a C in – GLID)

  • Duncan Colman

    Powerful stuff, well done big G!

  • Ginny Marvin

    That’s right, Pete. As long as you capture that click ID, you should be
    all set. A simple “request a call” form on your site will work.

  • Ginny Marvin

    That’s still a missing piece of the puzzle, Sandy. It’s the same issue with not being able to track click-to-call transactions. At this point, at least, that click ID needs to get captured in order for this feature to work. If you’re running lead generation campaigns, you might think about testing ways to capture it that doesn’t interfere too much with the user experience. It may not be possible in your case, but something to consider.

  • kimberly537

    as Troy said I’m dazzled that a person able to profit $6465 in 1 month on the internet. this w­w­w.J­A­M­20.c­o­m

  • Jon Diorio

    Hi Sandy, what Ginny said was dead on with regard to the click ID. Some of our beta testers have done what you are asking about, and they do so using an enterprise call tracking solution to map the click ID to the phone call.

  • http://www.siliconvalleywatcher.com/ Tom Foremski

    Wow. You’ve just given Google the information it didn’t have but that means everything to the effectiveness of your business.

  • Mike Shostack

    Wow–remind me never to do business with you.

  • http://iloveujesus.com/ Alen M.J.

    You took seriously :D Most of internet marketing do have CRMs, Clients anyway get the Keywords getting leads from AdWords, bu when it comes for small companies its different.. Good for inhouse people.

  • http://iloveujesus.com/ Alen M.J.

    You took seriously :D Most of internet marketing do have CRMs, Clients anyway get the Keywords getting leads from AdWords, bu when it comes for small companies its different.. Good for inhouse people.

  • http://techsupportheroes.com/ Eric K. Cone

    Ginny, Are there any solutions to get offline conversions into AdWords (e.g. phone orders). Our company performs remote computer repair and deals with messed up PCs and Macs. We do not always register a conversion because the computer is virus infected or because we end up doing a phone order. We use Whitespark offline conversion tool but that only goes into Analytics.

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