Regardless of what business you do, you have to keep an eye on the conversions happening on your website or offline. Based on the conversion data, you can define the future marketing strategy and sales approach to your business effectively.
Google Ads is the most popular platform across companies doing business across multiple industries. The reason behind its popularity is simple — Google Ads are easy to set up, run, modify, and track sales without many technical aspects involved in the complete interaction with the sales dashboard.
Apart from the online conversions happening through Google Ads, you can also track the offline conversions on the same platform. Google Ads platform has transformed into a full-fledged sales and ads platform that simplifies various aspects of your business.
Before we dive into the offline conversion tracking methods and steps, let’s first understand why it’s important to track offline conversions.
Why track offline conversion in Google Ads?
The majority of the conversions happen through various offline channels and it becomes difficult for the business owners to figure out that particular offline channels bring the most sales and traction. Without using any tools, it becomes tedious for business owners to keep a track of conversions. So, to streamline things and make complete sales management easier, it’s highly recommended to use Google Ads to track all the offline ads.
On this note, let’s explore how to set up offline conversions in Google Ads and improvise your sales strategy to grow sales even more.
What do you need for offline tracking?
Before you begin the tracking process, you need to have certain things in handy. You will need GCLID (Google Click Identifier). This unique id contains all the tracking parameters that are needed to append to the Google Ad URL. You must have noticed GCLID in the URL while you click on an ad.
There are many ways to generate a GCLID id and the easier way to do is to set up your Google forwarding serial number that can be utilized in Google Ads. Doing this thing will also ensure that all the telephonic-conversions also have the same GCLID.
Once you do that, the sales data will be tracked and you can view that data from your customer relationship management system. Also, you need to activate the auto-tacker system to make sure all the logs are tracked seamlessly.
Setting up offline conversions in Google Ads
To begin with, you need to have customer data. You can use the same customer data sheet that you use on your Facebook account while running ads. These customer data sheets are either in .TXT or .CSV format. Here, the data is divided into two types that are descriptors and identifiers.
The source file should have the event name, event time, value, and currency. You don’t have to worry about what will come in the place of the value parameter. All you need to do is only enter 1 and you are done with that section.
Parameters like contact name, age, email address, birthday, and other personal information are known as converters. You need to upload all this data to the sheet and you need to initiate the automation. This automation will upload all the files from the CRM into your Google Ads dashboard.
Along with manual uploads, you can also schedule frequent data uploads from a Google Sheets document over HTTPS or SFTP. This simple automation will let you save a lot of time if you are trying to automate the complete process.
Tracking calls from your website
The majority of the leads and conversion happens over calls through Google My Business and contact details listed on your website. You must track each one of them to have a better understanding of the conversion.
Along with ad extension, Google also offers an advanced option to use their call forwarding number setup for your website. Whenever a user will call, the data will be reflected in your Google Ads account. You can easily find this option in the Conversions section, create a conversion, and then you have to select the Phone Calls option. In this way, you can easily track all the offline conversions happening over the calls.
Final thoughts
If you are not tracking offline conversion, you are leaving a lot of money on the table. You must track down all the important sales activities as it will help you grow your business faster. When you begin tracking offline conversion, you can get a competitive edge by improvising your marketing plans and grow sales accordingly.
Whether you have just launched your business or doing it for a while now, it’s important to use the Google Ads platform to track all the activities. It will help you optimize your Ads spending and improve the overall ROI.