Offline conversion tracking is fast becoming necessary because of recent updates. Learn how to set them up and the underlying strategy here.
Google’s push towards conversion modeling, iOS 14.5 making accurate conversion tracking optional to customers, and other recent updates mean we can no longer rely on “native” conversion tracking as our source of truth.
This Ask The PPC is dedicated to all of the search marketers who correctly see offline conversions as a way forward. A reader asks:
How do I set up offline conversion tracking? Do I need to have an integration or can I manually upload a list?
Offline conversion tracking is applicable across B2B, B2C, ecommerce, and lead generation campaigns. In this column, we’ll focus on the underlying functions and strategies that run throughout all verticals.
Offline conversions are any valuable actions that you know have been impacted by your ad investment, but can’t be tracked by traditional conversion tracking.
Actions tracked may include:
UTMs are the most crucial component of offline conversion tracking. They ensure leads can be traced back to ad spend (provided you’ve set up proper tracking in your CRM/shopping client).
It’s important to be consistent with your UTM structure. For example, you’ll want to commit to “cpc” or “ppc” when labeling the source/medium.
Offline conversions tracking has two set-up paths:
If you’re using a popular CRM/ESP (email service provider)/shopping platform, the easiest path will be to upload from HTTPS:
This will allow you to log into your “source of truths,” connecting them to Google Ads.
If you choose “Google Sheets,” be sure you download the right template (linked here).
Whoever sets up the conversions should have minimum “Standard” level access, although “Admin” is preferred.
Custom integrations don’t disqualify brands from offline conversions. However, they do require a more technical setup.
While most of the imports are straightforward, the custom one requires work in your third-party tool.
It’s important to note this is the best path for call tracking (through API conversions).
Once you’ve set conversion information as normal, you’ll get this screen:
From here, you’ll need to go into your tool and configure the conversion.
Offline conversions are crucial and a lot simpler to set up than you might think.
More Resources:
Have a question about PPC? Submit via this form or tweet me @navahf with the #AskPPC tag. See you next month!
Image Credits
Featured image: Paulo Bobita
All screenshots taken by author, July 2021
Get our daily newsletter from SEJ’s Founder Loren Baker about the latest news in the industry!
Navah Hopkins is the VP of Strategic Marketing at Adzooma, a platform that makes managing your ad channels easy and … [Read full bio]
Subscribe to our daily newsletter to get the latest industry news.
Subscribe to our daily newsletter to get the latest industry news.
How to Set Up Offline Conversions in Google Ads – Search Engine Journal
How do I find SEO services
Dominate search engine result pages, crush your competition, get more sales, and be the #1 provider in your service area. Work with Top SEO Agency in Dublin that also provides quality Digital Marketing Optimisation services. Our Search Sngine Optimisation Consultants will improve your site performance in all major search engines by implementing the Best SEO Solutions, Strategies and Techniques. Let us help you increase organic traffic, get more leads, more customers, and grow your revenue with a customised affordable SEO package.
