Measuring all our offline sales in Google Ads

The Google Ads interface provides three fundamental methods to check if our offline sales in Google Ads are generating purchases in physical stores:

  1. Salesforce. In the case of using Sales Cloud.
  2. Zapierwhich allows you to automate many other CRMs.
  3. And finally, the import of conversions in Google Adswhich is appropriate for the rest of the tracking systems. We will focus our post on this option, since it covers different possibilities:

Conversions from click-through to your ad

To measure correctly, Google Ads provides a Unique ID called GCLID for each click on an ad to our website. Therefore, it is logical to think that if we want to quantify offline sales, we have to capture or save this parameter along with any data on our potential customer.

Later, if you end up completing the transaction, we will provide that reference to correlate the click with a conversion type and the date it occurred.

In order to do so, it is essential:

  • Have automatic tagging enabled in the account.
  • Be aware of the conversion window of our product: The longer the time between clicks and purchases, the longer we will wait to obtain the desired metrics.
  • Modify the web code to record the GCLID of the appropriate advertisement.. Here we stop, since there are different ways or formulas:
    • By means of plugins, for example in WordPress is used this.
    • Or manually at crucial moments:
      1. IN A CONTACT BY FORM. Including a hidden GCLID field to all websites with information request.
      2. WHAT IF THEY JUST SAIL? We update the code of each page just before the closing tag, to store it in a cookie or local space.

In terms of implementation, here is a complete guide in this linkincluding the option through Tag Manager.

The last step will be to modify the Backend or CRM, so that when you receive the GCLID, you can store it along with other lead notes. The IT team will only need to add a custom field for storage. Normally, it is best to consult the integration guide of the relevant system.

Importing offline sales in Google Ads

  • Information of at least one additional day on each import.
  • No personal references.
  • Format of the time zone according to the parameters of this link.
  • A row for each transaction. Counting obligatorily with:
    • Google Click ID
    • Conversion Name
    • Conversion Time
    • The Conversion Value and the Currency Conversion is totally optional, the ideal is to complete them in order to manage Smart Bidding strategies in the future, such as ROAS.

We can upload it only once, in conversions > uploads > + > source > upload a fileor program it later in programming > source.

It takes about three hours to be reflected in the account. You will verify it by means of the column 'All conv. (per conv. moment)'The only one to record the total number of conversions per specific day.

Obviously, working with a CRM will facilitate the whole process, but it is not essential. Compiling everything previously mentioned, it is a matter of dumping it in a template. Excel, CSV u Spreadsheet if time is not an impediment.

Conversions from calls

By importing to the Google Ads interface, we will be able to document offline sales in Google Ads by calls: the origin of these leads (which ads or keywords generate quality leads, or the opposite).

Before we begin:

  • Make sure, as a minimum, to have the call extensions in operation. Of course, it is also possible to implement call measurement from the web site.
  • Tracking the details of these phone calls (start time, caller number, which ones generate sales). As we explained in the previous point, with a CRM, much better ... and if it also has the functionality Web to Lead... you'll be really happy! In this way, a different entry will be created for each form, fully categorizable and traceable.

Importing to Google Ads

CONVERSIONS > IMPORT > OTHER DATA SOURCES OR CRM'S > CALL CONVERSION TRACKING

  • It cannot be deleted once uploaded, so it is best to check the file several times.
  • Format of the time zone according to the parameters of this link.
  • A row for each lead. Counting obligatorily with:
    • Caller's Phone Number
    • Call start time
    • Conversion name (following the same spelling as in Google Ads)
    • Conversion Time
    • The Conversion Value and the Currency ConversionAgain, it is optional.

Similarly, if we have to do tedious work because we do not have a CRM, the templates for this type of measurement are: Excel, CSV u Spreadsheet.

Finally, we must ensure that we provide users with clear and complete documentation about all the data we collect on the website, and then also obtain their express consent.

And in your case, have you thought about assessing the omnichannel nature of your eCommerce, are you tying up all the loose ends, or are you missing information?

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