AdWords rolls out Salesforce account linking for automated conversion imports

The conversion data import solution is coming out of beta.

Chat with SearchBot

Early this summer, Google announced it was launching, via invite, a way to automatically import Salesforce data into AdWords. That function now appears to be rolling out generally.

Salesforce.com is an option available under the “Linked accounts” menu. This morning was the first time I noticed it, though it may have started rolling out earlier.

googleadwords-linkedaccounts-salesforce-cropped

 

Once set up, the linking enables the Google Click ID (GCLID) to pass to Salesforce whenever a user completes a conversion action, like filling out a lead or downloading a white paper after clicking on an ad. Marketers select the milestone events in Salesforce they want to pass back into AdWords. AdWords then automatically checks Salesforce on a regular basis to import those milestones and log them as corresponding conversion events at the keyword level.

To make this work, marketers will need to have a GCLID field in Salesforce, ensure their lead forms capture the GCLID and save the GCLID in a cookie on their websites.

More details are available on the AdWords support page.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Get the must-read newsletter for search marketers.