What are Google Offline Conversions?
Offline conversions are actions that originate online (like a click on a Google Ad) but are completed offline. Examples include:
Phone Calls
A user clicks on a phone number in your ad and books an appointment.
Form Submissions
A user fills out a lead generation form on your website, which leads to a qualified lead and ultimately, a sale.
In-Store Visits
A user sees your ad, visits your physical store, and makes a purchase.
Appointment Bookings: A user books a consultation or appointment through your website after clicking on an ad.
Signed Contracts/Deals
After nurturing a lead generated from an ad, you close a deal offline. By uploading data about these offline conversions into Google Ads, you can see which campaigns, keywords, and ads are driving the most valuable actions for your business.
This allows you to optimise your ad spend, target the right audience, and ultimately, drive more revenue.
Why are Offline Conversions Important?
Here’s why tracking offline conversions is crucial for your business:
Improved ROI Measurement
Get a complete understanding of your ad spend’s effectiveness by linking offline sales back to your online campaigns.
Better Campaign Optimisation
Identify high-performing keywords, audiences, and ads that are driving valuable offline actions.
More Accurate Bidding Strategies
Use conversion data to train your Smart Bidding strategies (like Target CPA or Target ROAS) and optimize for the most profitable outcomes.
Enhanced Reporting
Gain deeper insights into your customer journey and identify opportunities for improvement in your sales process.
Targeted Audience Expansion
Discover new and relevant audiences based on the characteristics of users who convert offline.
How to Implement Offline Conversions
Implementing offline conversion tracking requires a bit of setup, but the payoff is well worth the effort. Here’s a breakdown of the process:
1. Configure Google Click ID (GCLID) Tracking
AdFeeder does this for you
The GCLID is a unique identifier that Google Ads automatically appends to the landing page URL when someone clicks on your ad. This allows you to track the user from their initial click to their offline conversion. We enable Auto-tagging in your Google Ads account which automatically adds the GCLID parameter to your landing page URLs.
Capture and Store the GCLID
You need to capture the GCLID from the landing page URL and store it in your CRM or database alongside the user’s contact information. This can be done using:
You can use JavaScript to extract the gclid parameter from the URL and store it in a hidden field on your forms, chat or a cookie.
CRM Integrations
Many CRM platforms (like Salesforce, HubSpot, etc.) offer native integrations that automatically capture and store the GCLID. Check your CRM’s documentation for details.
2. Create a Conversion Action in Google Ads
AdFeeder does this for you
We need to define the specific offline actions you want to track as conversion actions within your Google Ads account.
Assig a value to the conversion action.
This helps Google optimise your bidding strategies. If the value varies, you can leave it blank and upload the value with the conversion data.
3. Prepare Your Offline Conversion Data
Once you have the GCLID and conversion details, you need to format your data into a CSV file or Google Sheet that Google Ads can understand.
Required Fields
Google Click ID (GCLID)
The unique identifier captured from the landing page URL.
Conversion Name
The name of the conversion action you created in Google Ads (e.g., “Closed Deal”).
Conversion Time
The date and time the conversion occurred. Use the format YYYY-MM-DD HH:MM:SS (e.g., 2023-10-27 14:30:00).
Optional Fields
Conversion Value
The monetary value of the conversion (e.g., the revenue generated from a sale).
Conversion Currency: The currency of the conversion value (e.g., USD, EUR).
Order ID
If you use order IDs, you can include them to help reconcile data.
4. Upload Your Conversion Data to Google Ads
AdFeeder does this for you
5. Monitor and Optimise
AdFeeder does this for you
After implementing offline conversion tracking, it’s important we monitor your data and make adjustments as needed.
- We review your conversion reports in Google Ads to see which campaigns, keywords, and ads are driving the most offline conversions.
- Adjust your bidding strategies to optimize for offline conversions.
- Refine your target audience based on the characteristics of users who convert offline.
- Continuously monitor your data and make adjustments to your tracking setup as your business evolves.
Tips for Success
Accurate Data is Key
Ensure your offline conversion data is accurate and up-to-date. Inaccurate data will lead to flawed insights and incorrect optimisations.
Test Your Setup Thoroughly
Before launching a full-scale offline conversion tracking campaign, test your setup with a small sample of data to ensure everything is working correctly.
Consider Data Privacy
Comply with all relevant data privacy regulations, such as GDPR and CCPA, when collecting and uploading offline conversion data. Obtain user consent where necessary.
Automate the Process
If possible, automate the process of capturing and uploading GCLIDs to Google Ads to save time and reduce errors. Consider using APIs or integrations with your CRM or marketing automation platform.
Regularly Review and Refine
Offline conversion tracking is not a “set it and forget it” solution. Regularly review your data and make adjustments to your setup and strategies as needed.
Conclusion
Google Offline Conversions are a powerful tool for any business that wants to understand the true ROI of its online advertising. By bridging the gap between online clicks and offline actions, you can gain valuable insights, optimize your campaigns, and drive more revenue. While the initial setup requires some effort, the long-term benefits are well worth it. Start implementing offline conversion tracking today and unlock the full potential of your Google Ads campaigns.
