Comprehensive Guide to Google Ads Offline Conversion Tracking

Comprehensive Guide to Google Ads Offline Conversion Tracking

Bridge the gap between virtual clicks and real-world success with Google Ads offline conversion. Track and measure offline conversions from online ads.

By: Menahil Shahzad | 4 mins read
Published: Nov 30, 2023 12:39:52 AM | Updated: May 22, 2024 02:49:44 AM

From Virtual Clicks to Real-World Conversion: 

Do you know, how the path from a virtual ad to a real-world purchase unfolds? Or how that customer call you generated online translates into tangible results? Our blog is shedding light on the guide that bridges the gap between your online campaigns and offline triumphs.

In the complex world of Google Ads, where every click counts, Google Ads offline conversion tracking acts as a detective, spotlighting top-performing ads by tracking desired actions like form fills or purchases. Each click is tagged with a unique GCLID, linking virtual interactions to concrete results.

To bridge the online-offline gap, save the GCLID with lead data, enabling comprehensive tracking. When offline conversions, such as signing a contract, occur, send the click ID to Google Ads for a full picture. 

The real value of an ad click is revealed by closely monitoring post-click actions like sign-ups or purchases, providing clarity on the impact of virtual engagement.

Get in touch to learn about Analytico’s Digital Analytics Audit services or GA4 Audit services.

What is Offline Conversion?

Before diving into the technicalities, it's crucial to grasp the concept of offline conversions. These are actions that occur outside your website, such as phone calls, in-person visits, or even purchases made at a physical store

Recognizing the significance of these offline interactions is the first step toward optimizing your Google Ads campaign.

Let's take a brief example,

Consider an online restaurant employing online ads to engage potential customers actively seeking food solutions. Their digital advertisements attract attention, prompting interested individuals to get people to check out the menu on their website.

To maintain a connection, People might make reservations online, but the real conversion is the dining experience that happens offline when they visit the restaurant.

Offline Conversion Tracking in Google Ads:

To track offline conversions on Google Ads effectively, start by ensuring your online conversion tracking is set up correctly. This involves creating conversion actions, like purchases or filling out lead forms.

Many marketers skip tracking offline conversions, thinking it's time-consuming. However, relying only on website conversions can give an incomplete picture of your ad's impact on sales.

For instance, someone might click your ad but choose to buy in-store or by calling. Relying solely on online conversions misses this part of the story.

Using pixels and cookies for tracking has limitations due to privacy rules. Understanding offline conversions is crucial for a more accurate view of your ad's impact on sales. Incorporating both online and offline tracking ensures a well-rounded perspective for better-informed decisions about your advertising effectiveness.

Want to learn more about How to set up Google Ads Conversion Tracking Click Here: 

https://www.analytico.ca/blog/set-up-google-ads-conversion-tracking

What is Offline Conversion Imports:

Offline conversion import is the process of bringing external data, such as sales or customer interactions recorded offline, into your Google Ads account. 

This step provides a more comprehensive understanding of how online ads contribute to real-world outcomes like purchases or phone calls. 

This integration is crucial for advertisers to accurately measure the impact of their online campaigns on offline conversions, ensuring a more holistic view of their advertising success.

Types of Google Ads Offline Conversion Import:

Google Ads provides four options for offline conversion imports:



  1. Google Ads Conversion Import: 

System of import conversions from other tracking systems. 

Two options are available for conversions starting with ad clicks or phone calls

Methods include GCLID for click conversions and enhanced conversions for phone call leads.


      2. Google Ads Conversion Import for Salesforce:

It automatically syncs sales events tracked in Salesforce that start with ad clicks. 

Ideal for users of Salesforce's Sales Cloud to track sales data.


      3. Zapier Offline Conversion Tracking:

Automate import of offline conversion data from various CRM systems to Google Ads.

Utilizes Zapier to facilitate the import process.


      4. HubSpot’s Google Ads Optimization Events Tool:

Sync CRM data with Google Ads for offline sales tracking.

Enhances campaign optimization and improves lead quality.

Learn about Digital Ad Conversion Optimization in this blog

How Offline Conversion Imports Work:

Offline conversion import works in three ways:

  1. Conversions from Clicks using GCLID
    2. Conversions from Clicks using Enhanced Conversions for Leads: 3. Conversions from Phone Calls:

Google Click ID (GCLID) is assigned to each click.

GCLID saved with lead info.

GCLID is given back to Google Ads when the offline conversion occurs.

Upload offline conversion data using first-party customer data.

No modification is needed for lead forms or CRM systems.

Uses existing lead form data for conversion measurement.

Track phone call information resulting in sales.

Import data to associate conversions with specific ads and keywords.

No GCLID required; focuses on phone call details.

Guide For Offline Conversion Tracking:

Here Is the Step-by-Step Guide To Google ads Offline conversion tracking.

  • Step1: Navigate to Conversion Action Setup

Offline Conversion Guide Summary Section

To set up offline conversion action you need to first go to the “Tools & Goals section”, and under the summary, look for new conversion 

  • Step 2: Create a New Conversion Action:

Offline Conversion Action Setting

On the conversion page click the “+” button to set up “New Conversion Action.”

  • Step3: Select Type Import:

Offline Conversion Import

Select "Import" as the conversion type to initiate the offline conversion setup.

Offline Conversion Import Drop Down

  • Step 4: Select Data Source:

Google Ads Offline Conversion Data Source

When asked for which data you want to choose, Opt for "Other data sources or CRMs" and choose whether you want to track clicks and calls or conversions. Fill in the necessary field, and save your conversion action. After you’ve created an offline import conversion action. You will need to begin uploading conversion data. 

  • Step5: Set Conversion actions and Optimization:

Set up your conversion action such as "Qualified lead" or "Converted lead," based on the nature of the conversion. On the same page provide Conversion Details, Enter a Conversion Name, value, and count.

  • Step 6: Complete the Setup:

Click "Create and continue" to finalize the conversion action. Choose "Uploads method" from the list and click "Finish."

How to prepare data?

Access the template based on your type (Excel, CSV, or Google Sheets) from the Google Ads interface.

Sign in to your Google Ads account navigate to Conversions and then Uploads.

Click on the plus button, then "View templates," and select the appropriate template for Conversions from clicks (using Google Click ID).

Important Note:

For best practices, consider uploading an extra day's worth of data to account for potential delays in recording conversions within one day of the click.


How To Import data:

Populate the Excel, CSV, or Google Sheets template with your offline conversion data.

Go to Conversions, and Uploads in your Google Ads account.

Click the blue "+" button to upload your file and select the method.

Review any flagged errors before uploading and correct them if needed.

Once ready, click "Apply" to sync the conversions with your Google Ads account.

Important Note:

Allow a few hours for the conversions to appear in your account after the upload.

Conclusion

In the realm of Google Ads, tracking offline conversions is the missing link that completes the narrative of online success.

This guide underscores the significance of recognizing actions beyond website clicks, such as phone calls and in-store purchases. 

By implementing offline conversion tracking, businesses can bridge the gap between online engagement and real-world impact.

The step-by-step guide emphasizes the importance of accurate data preparation and introduces various methods, from Google Ads Conversion Import to Salesforce integration, to achieve a comprehensive view of campaign effectiveness. 

In short, understanding the journey from virtual engagement to tangible results is pivotal. Incorporating offline conversion tracking into your Google Ads strategy not only saves time but also unlocks insights that lead to more informed decisions and overall campaign success.

The key lies in embracing the intricacies of both online and offline customer interactions for a well-rounded advertising strategy.

 

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