For any business that chooses to advertise on a digital domain, Google Ads is one of the more important platforms for outreach, awareness and generating leads. Google Ads support businesses with excellent tracking and monitoring systems. However, when it comes to offline sales, many businesses fail to connect the dots between Google Ads and offline conversions.
Let’s learn 3 effective ways to track offline conversions with your Google Ads.
1. Conversion Import:
Google can help you import offline conversion data as long as you can obtain and store the client’s GCLID (Google Click Identifier) to associate with each conversion action.
a) Create a ‘New Conversion’ and select ‘Import’ from the list of conversion types
b) Now you need to select ‘Source’. Many mainstream CRMs are already integrated with Google Ads, but even then, for any spreadsheet or third-party application, you can easily import from “other data sources or CRMs.”
c) On the redirected screen, you have to name the conversion and also select the category. (i.e., qualified, closed sales etc.). You can also choose to allocate revenue to these sectors.
d) It’s time to create a template to save the fields and import your data
– Start by selecting the desired file format: Excel, CSV, or Google Sheets
– According to your region, select the time zone
- Create your import template:
Your import template should include:
– google click id
– conversion name
– conversion time
– If you are capturing revenue, also enter currency code
To import data, go to the ‘Conversions’ section of your account and select ‘Upload’ in the left sidebar. Click on ‘+’ and start uploading your desired file format. It is important that at this stage you click ‘Preview’ and possibly check the file. If everything is in order, click ‘Apply’ and sync all your data. Please also note that it may take a few hours to appear on the interface.
2. Phone Call: For many businesses, phone calls are of prime importance. If your business falls into this category, you can implement phone tracking so that you can easily track these business leads.
- Call Extension:
Make sure that call extensions are enabled in Google Ads, so that phone numbers can be shown when serving ads. You can choose to have ‘call-only’ ads for people who are accessing these ads from their mobile phones. ,
- Website Call Reporting:
When someone clicks on an ad, it is important that you monitor the calls that are coming from your website. You can choose to setup Google’s forwarding number, which enables the user to see a unique, trackable number instead of your current regular number.
- Call Extension:
3. In-Store Visit:
Yes, you can actually track your in-store visits that are converting from your ads. However, please note that Google’s plan of action when it comes to offline tracking of in-store visits is quite varied and sometimes hazy.
First of all, this conversion tracking depends on a few things, including location, number of store visits, how many physical locations your business has, how many impressions and clicks your business gets, etc. Your business must also comply with the privacy policies set forth by Goole. You must also ensure that your store locations are claimed and verified in order to be eligible for this tracking system. Once all location extensions are successfully set up, you’ll start to see data under the “All conversions” and “View-through conversions” columns. You may need to note that these data sets may not be very accurate if the number of store visits is not very high (minimum 100 and above).
Your advertising efforts are not optimal if you are not using off-line tracking methods effectively. Yes, the initial efforts to set-up offline conversion tracking may be extra, rest assured, the return on time invested will always be positive.
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