How To Set Up Offline Conversion Tracking In Google Ads

i'm going to teach you offline conversion tracking and this is kind of a pain to be honest with you but it's so so important especially for lead generation campaigns specifically right now if you're running a legion campaign let's say you generate three leads okay leads a b and c lead a doesn't close doesn't become a customer lead b closes but doesn't make you a ton of money lead c closes and is like amazingly profitable right now if you're running a normal legion campaign and you're not importing the the conversion value data offline google treats all three of those leads as equal and it's like all right bro i'm gonna go get you more of these three leads what you want to do is say hey google you know this person wasn't great this person was okay i'll take them if they come in this is what i want to prioritize and i'm going to show you exactly how to do that so um there's a little bit in the way of there's a lot actually manual intervention um and there are some notes that i'm going to offer up some work that you already have to have been doing um the first and most important thing is you need to be capturing uh gquid parameters um and what that means and you've seen this anytime you click on an ad there's a big long ugly string of data that's appended to the url when somebody um converts on your website when they call it they fill out a form you can actually capture that data through the conversion action so if they fill out the form the g is the google quick id you can capture that and append that to their contact information inside of whatever crm you're using so you have to be using a crm a lot of crms do this automatically now i think hubspot salesforce go high level i think even is they're capturing um g quid parameters if they're not this is not difficult to set up just about any developer should be able to do it for you so make sure that when somebody converts you're capturing g clint because if you're not you can't import offline conversions you can't because you have to tell google who the person was in order for them to identify them later this is the the unique click id associated to that individual and so in order to be able to track them you have to be capturing g click so please please please make sure you're doing that google actually has documentation on how to do that um which i will share so enable your website and lead tracking system i'm not a smart enough person to walk you through this i don't do this for myself we've got a couple people on staff that help but the way i understand it is the there's a cookie that cases this information throughout the the user's browsing um uh tenure and actually beyond if they come back and then if and when they convert the cookie will inject that into whatever form they fill out and there's a way to use gtm to capture gc2 so um i'll include this link in the description of the video um but just make sure you're capturing if you click if you're not you can't do anything and this is gonna work for you that's number one number two the other thing that you have to do is uh in your campaign settings so i'm in all campaigns go to settings go to account settings in the account settings you have to have to have to make sure auto tagging is on if this isn't on you don't get the information that you need um for offline conversions it actually says it here this automatically adds a parameter url to help you track offline conversions um so if auto tagging is off your sol so make sure that auto tagging is on once that's done now the tutorial starts okay so get ready um we're going to do a couple of things the first one is we need to go create a conversion action so let's go to conversions um let me delete this because i don't want it i don't want you nobody loves you um all right so we're going to say new conversion and just in case you missed that we've got conversion actions i'm going to say new conversion and it's going to ask me the type of conversion action this is a new conversion action we're going to say import import and i can import conversions from multiple properties which honestly some of this is pretty cool i don't like relying on google analytics conversion data um but i like having it so i can see it and reconcile against it so just a note for you you can import conversions from google analytics so that you can see my ads from google ads or my conversions from google ads versus my conversions google analytics um how are they matching up and they'll always be a little bit off because of attribution settings but they should be close but what i'm going to encourage you to do and by the way salesforce has a direct google ads integration is freaking amazing i don't use salesforce but i've seen other people use it so if you have it you know good on you it's super expensive we're going to say other data sources or crms now a couple of options here track conversions from clicks track conversions from calls in order to track conversions from calls you have to be using a call tracking solution that captures g click we use call tracking metrics uh high level also captures gq i believe um so just fyi call rails had an issue with it for a while but i'm pretty sure they've figured that out so if you're using call rails you might be in good shape i'll let you figure this out because it's really very similar from a process standpoint we're going to go through this tutorial which i think is more applicable to more people which is track conversions from clicks so let me just give you this use case again somebody comes to your website likes what you have to say fills out your form they've opted in their lead you've already tracked that conversion action bam they're a lead then you call them and you're like hey i've got this thing to sell they're like hey i want to buy the thing and then they become a closed deal well google doesn't know that second step happened so we need to tell google that second step happened and this conversion action is defining that second step that's what we're doing we're telling google there's a second step we're not appending information to the first step that's what a lot of people think this is we're telling google there's a second step um quick note google will automatically pre-categorize this as imported lead i don't like that it's a purchase assuming that you're actually importing purchase values which is what i'm asking you to do i i would prefer you say this as a purchase because i have a feeling and i have no way to prove this google's never come out and said this but i think that google's using sales categories in order to in order to inform us machine learning um so you have to make sure that we're choosing the right categories here i could be wrong um in in which case it means nothing right it's just the way that things are segmented um we're now going to name this so why don't we say and make sure with your naming conventions you're really clear because you're actually double counting conversions for an individual user here and you need to be able to segment by convergence so you might want to say you know purchased or offer or whatever under conversion value unless all your products are the exact same value you're going to say use different values for each conversion now don't worry too too much about this value because it doesn't matter we're going to import these values on a one-on-one basis uh add a default value that makes sense just in case you ever have a data point that doesn't get entered you know on accident or otherwise so it doesn't completely screw up your data you know so our management fee starts at 1000 bucks a month so maybe i'd put a thousand dollars in there or whatever um you can use the same value of all of your products and all of your everything is the same uh now for count we want to count every and i know that's kind of it's it's a a change in what i usually teach you when we're building conversion actions that's because we're importing these actions and we're not going to import purchases that don't need to be counted so we're going to count every purchase that we import the click-through conversion window is going to stay 90 days and this actually gets a little bit dangerous because if you have a purchase that takes place beyond the 90 day window there's ways to gerrymander this data i'm not going to teach you how to do that because it's it just gets super convoluted but not all of this is going to potentially land now including conversions i disagree with a lot of people who teach this uh you'll see in other videos and blogs and whatever they say don't include it in the conversions because you're double counting conversions well yeah so your conversion action count will be higher because you have one person who took two actions the problem is is they took two separate actions and this isn't like e-commerce where we don't want to count you know add to cart click check out whatever they actually took two separate actions so you are influencing your conversion data and i know everybody's so used to looking at that conversion column as you know oh that's the number of leads i got so realize that you're about to kind of screw that up a little bit but what this does is it lets you add a value to conversion events that allows for um allows for optimization against that value so when you include this in conversions you're letting google take that conversion value and now you actually get to go and optimize against a specific return on ad spender or value based um strategy so i say including conversions put up with the fact that you are double counting but that's okay because they're doing two separate things so it's one person doing two separate things that's why in your reporting you can go in and you can segment segment by conversion action and you'll be able to see the difference and now you'll be able to see conversion values in the column and optimizing against those values your attribution model is going to be the same as whatever you're using for your campaign there's different use cases for different attribution models you should already know that last click if you have no idea what you're doing you don't want to mess with it time decay i think is the gold standard there are a ton of reasons to use every every attribution model here i don't have david driven this is my sandbox account um you know first click if you're focused entirely on user acquisition uh position based if i have a whole video on this by the way so if you don't know what you're doing do last click um or default to whatever you were using elsewhere um i think time decay to be honest if you're actually messing with your data this is where i like to live because it's just the easiest um position based makes a lot of sense because it prioritizes the first and last uh interaction which are the most important interactions right it's like how did i get you what made you close um but would realize that with this conversion action we're including this it's kind of self-imposed inflation so choose whatever you think is best for your account um one really quick note though and this is super cool and i've never used it so just know that i'm about to be an epic hypocrite but google allows for external attribution um which means you can define conversion credit and then import that uh that data back into google and they teach you how to do this i've never used it for myself or for a client um honestly we just haven't encountered a use case where it really made sense but for those of you that have like a mass amount of data and you know you want to go in there and sort of pre-define the values uh this is really cool tool that you can mess around with um so we've got our our conversion event i'm going to say create and continue uh you've set up purchase core offer and now i've got my conversion action purchase forever this is a sandbox account i should have more conversion actions so i should see like you know became a lead whatever whatever um so now what i need to do is i need to import these conversions where's my little sheet i'll just get a new one uh so what you're gonna do is um um you're going throughout your day and and you're gonna do this on a regular cadence by the way so let's say that you're doing this monthly um or you know depending on how many leads you're getting every week or whatever you're gonna go and i'll teach you how to get back here just in case you don't remember uh tools and settings conversions collect upload um and a you can schedule uploads which is really cool you can actually schedule uploads from a google sheet but we're just gonna do a manual upload and pronouncing how to do it when you select plus google gives you these templates which are really cool now watch their css is broken uh you say view templates and google sheets is off here on the site which i think is so funny so a couple of things conversions from clicks super cool conversion some clicks external attribution if you want to play with that awesome i haven't done it i don't know how technically speaking to to set that up i can figure it out um conversions from calls is available to you and then there's existing uh adjustments if you wanted to go back and retroactively adjust something we're going to say conversions from clicks and i'm going to use google sheets because it's the easiest let's make a copy of this document come on come on um sorry y'all i'm trying to do this in between calls so if i seem rushed that's why i wanted to make sure i got my video in today so copy the document name this something applicable so you know we'd say like purchase or offer um and save this to my drive and now the very first thing you have to do is go update the time zone now you can actually have a time zone uh independent of um like if you have different conversions across different geographical regions you can update independent time zones for every single individual conversion um but if you don't like i'm in arizona and i'm just going to say all of them are arizona based go get the time zone code that's most applicable and i'll include a link to this here's what's really funny this is so funny google gives you um the parameters the time parameters um the time formats you can actually capture them here and then what else where was it that i found it google actually doesn't use their own oh yeah here it is so for conversion currency they link to a wikipedia article when google actually has their own inside the adwords api they have their own resource so i thought that was kind of kind of funny anyway update the time zone that's applicable you can do a global time zone or per conversion and then what you're going to do is you're going to have the google click id this is the g clip that you captured from the customer you should be able to get this from your crm i don't have it uh and i'm not gonna use a real one obviously um so i've got what i've got here but you are adding every record is an individual customer record so you know tom sally harry costume everybody um uh who converted you just add their g-code id and now google knows effectively who that person is it's actually really kind of creepy and then your conversion name this is important the conversion name is case sensitive if you screw this up you're not going to append your conversion properly so you want to go in here and make sure that you get the exact exact name that you have and then you upload it there and then your conversion time google gives you some date formats that you can use i think i have them already because i wanted to be ready for you all uh yeah here we go so here are all the date formats that are available and accessible to you i'm going to just just grab one real quick and tell google this is my conversion time why does it do that a little weird formatting issue and then conversion value are these merged yeah that was weird uh conversion value i wonder if that was a straight key stroke for me um is whatever it is so 500 um and then conversion currency you need to choose the currency code that's most applicable for you uh usd is for me and then you want to add every single offline conversion with every single subsequent value so i could do and this isn't going to work by the way it's going to throw an error um let's just say that this was the same thing but a day later oh and this was 400 and this was also usd um etc so i have all my conversion events all my conversion values now i go into upload select source google sheets link to existing sheet and then it's going to give me a list of my sheets and here's my most recent one so i've got a purchase core offer i select select oh oh oh i forgot i forgot i got to make this poison uh i get to give this this email edit access as an editor select send share anyway uh how am i doing on time i'm good um so now i'm like cool and don't apply preview y'all super important because chances are i made some mistakes so i preview and now sometimes it takes a minute just to query and google by the way says it takes 24 hours to import all offline conversions i've seen it happen a lot faster than that usually so just know that you might have to wait um it's going to throw me two errors because my g clicks aren't uh aren't real but let's see if there are any other errors yeah gcld has been alternators invalid so i can't actually upload these obviously because they're not real real g clicks but this is the process that you would go through so you would upload uh the conversion events you would use the g clicks in order to identify those conversion events and now when you go into your data oh no there's something else i got to show there's something else i got to show gosh awesome idiot sorry y'all sorry in conversion actions number one you can set up conversion action sets so you might want to build a conversion action set that shows um that tells people like this is where they come in for a lead this is where they go to make a purchase or whatever like any conversions that live together you build those conversion action sets that way in your campaigns um where is it oh i'm in the wrong settings so let me teach you how to get there all the way so when i'm in all campaigns i choose a campaign and i've got my made up search campaign and then i go to my settings i've got my conversions and i will choose the conversion action and or conversion action sets that apply for this conversion that's how to get that data into this campaign from a data view perspective and so now when i'm in the campaign and i'm you know checking out campaign performance or whatever this is all uh uh imported and applicable and relevant and all that good stuff i hope this was helpful and i'd love your feedback by the way if this is um you know hopefully i don't go too fast these are recorded so you can go back and and watch and view um this is like ninja stuff this is stuff that 99 of advertisers don't do but the minute you do it gives google the information that it needs to like really begin to optimize so i'm going to keep bringing you stuff like this but i also don't want to like shoot videos that aren't relevant to anybody so if this is helpful give me a thumbs up um if you disagree with anything i said i'd love to know i can learn from you i do often um and that's it thanks for watching subscribe if you want to see more of these i shoot a video every day i'll see you guys tomorrow

Channel: Solutions 8

Views: 19,933

Keywords: google ads, google adwords, google ads tutorial, google adwords tutorial, google ads tips, google ppc, ppc, google ads 2021, adwords, google adwords tips, google advertising tutorial, google adwords campaign, google adwords training, google adwords help, google ppc tutorial, Offline conversion tracking, Offline ads, Lead generation, Google Ads offline to online, Google ads lead generation, Google Ads leads, How to generate leads, Advertising for lead generation

Id: XVzcfebZ1FA

Length: 16min 44sec (1004 seconds)

Published: Wed May 05 2021