Are you aware of what developments are happening in the advertising world today?
Conversions in the advertising world are happening online as well as offline, based on product prices.
However, not many are aware, unless they happen to be selling high-value products or advertising a service, that an Ad does not always directly facilitate an online conversion like form completion or Live Chat. On the other hand, an Ad tracks visitors from a phone call an offline event, or even a face-to-face meeting.
You can also use Google Ads offline conversion tracking to connect your PPC (Pay-per-click) campaigns with the leads and sales you convert in the offline world. This is what many eCommerce businesses are doing to generate sales and maximize their revenue streams.
OFFLINE CONVERSION TRACKING
There was a time when many marketers used to track and optimize their PPC and even Paid Marketing campaigns based on online metrics only. Metrics like lead submissions do not exactly deliver insights about which campaigns drive sales.
Today, offline conversion tracking for Google Ads is playing a big role. It allows marketers to see which search ads result in offline sales or other valuable customer actions. The data gathered in this way allows them to understand the ROI of their ads and then optimize their Pay-per-click or Paid Marketing campaigns to obtain outcomes that matter to their business. Additionally, it also helps them to effectively focus on clicks that are most likely to help them acquire customers.
Tracking offline conversions from your Google Ads will help you to
- Track your offline sales which happen when your ads result in a click or a call to your business.
- Measure your sales conversions in the offline mode when a user clicks your ad online but does not result in sales in the online mode.
In case, the sales process ends offline with a final sale or deal worked over vide a phone call email conversation, or even in person, then offline conversion tracking must be used to find out those people who are most likely to convert.
ITXITPro, a leading player in Pay-per-click and Paid Marketing, shows you in this blog post how to track offline conversions from your Google Ad account.
TRACKING OFFLINE CONVERSIONS
To track offline conversions from your Google Ads, you will need to
SET UP OFFLINE CONVERSION GOALS IN GOOGLE ADS
- Open your Google Ads account. For this, click on ‘TOOLS & SETTINGS’. Then, click on ‘CONVERSIONS’ found under ‘Measurement’.
- Click on the blue + ‘New Conversion Action’ button. You will see a few options.
- Select ‘IMPORT’. Once done, you will have to choose from four different options.
- Give the option you select a name.
- Assign a value to measure the performance of your offline advertising. For this, you have three options – Use the same value for each conversion, use different values for each conversion, OR refrain from using any value for the conversion action.
NUMBER OF CONVERSIONS TO COUNT PER CLICK OR INTERACTION
The next step is to select the number of conversions to count per click or interaction. Here, you have to select either ‘Every’ or ‘One’.
The first option should be chosen if you are selling products, while the second option will be suitable if you want to drive leads.
Once done, select the time window for your click-through conversion. By default, 30 days will be selected. However, you can go up to 90 days if you wish. Your final selection should be based on your business model and also the average length of your sales cycle.
On successfully setting up your offline conversion action, the next step is to import your conversion data.
IMPORT OF OFFLINE CONVERSIONS (DATA) INTO GOOGLE ADS
Here, just follow the following steps.
- Click ‘CONVERSIONS’ under ‘Measurement’. After this, a menu will appear on the left.
- Click ‘UPLOADS’.
- Click on the plus button. Then, click ‘View Templates’.
- Look up templates for ‘Conversions from Clicks’. Then, select a template format to download.
NOTE: When you upload your conversion data, factor in a few ground rules laid down by Google. For instance, if the conversions are imported within one day of the click, then Google Ads might not record them. Hence, if you want to configure your template, check Google’s guide.
On setting up your template successfully, get back to Google Ads. Then select ‘Source’. For source, you can select either manual uploading of your data file OR creation of a schedule for regularly uploading online files.
If you have followed all the laid-down guidelines and set up properly, then you should be able to track and see your offline conversions in Google Ads along with the online metrics.
There are two types of offline conversions.
- TRACK CONVERSIONS FROM CLICKS- This allows you to import conversions resulting from an ad click.
- TRACK CONVERSIONS FROM CALLS- This allows you to import conversions resulting from a call from either an ad or call after visiting a website.
Offline conversion actions comprise three categories.
- SALES CATEGORIES- Includes Add to Card, Begin Checkout, Purchase, and Subscribe.
- LEAD CATEGORIES- Includes Book Appointment, Contact, Get Directions, Imported Leads, Request a Quote, Outbound Click, Sign-Up, and Submit the Lead Form.
- MORE CATEGORIES- Includes Page View, and Other Actions.
NOTE: In case, no tracking action exists in the list that you like, then select the ‘Other’ option under ‘More Categories’. Then, give a name in the ‘Conversion Name’ field.
On triggering the actions, they get stored in a CRM database with their Google Click ID (GCLID) and customer information. Later they get imported to Google Ads.
NOTE: When you import to Google Ads, you will have to fill out a template with the conversion’s name, time, value, and currency code. While doing so, make sure that the same name exists in the template and inside the Google Ads platform.
From your Google Ads, you can track almost any kind of offline conversion.
CONCLUSION
Tracking offline conversions from Google Ads can be tricky.
This is where ITXITPro, a leading name in pay-per-click and paid marketing services in India, can assist with a robust offline conversion tracking strategy.
This will not only optimize your Google Ads approach but will also help you to see the conversion data from Google Ads campaigns and the revenue created through offline channel orders.
