During the implementation of Google Ads campaigns, it is very common for customers to convert from online interactions to offline transactions. To accurately measure the impact of Google Ads search ads on these offline conversions, advertisers need to use appropriate offline conversion tracking mechanisms. In reality, many people focus solely on tracking online conversions, but considering offline conversions is also crucial for building a comprehensive marketing strategy that includes all types of conversions and customer segments. So, how to set up Google Ads offline conversions? In this article, Optimal Agency provides a detailed guide on how to set up Google Ads offline conversions.
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Explanation: What is Google Ads offline conversion?
Offline conversion in Google Ads refers to the process of recording and tracking conversion activities, such as purchases, form completions, transaction completions, or direct contact, that occur outside of the online environment after customers have interacted with Google ads or other advertising platforms. Offline conversion focuses on tracking and measuring the impact of online ads on customer behavior. This means offline conversion refers to any action that takes place in the real world, such as when a customer calls, visits a store, or makes a direct purchase after viewing an online ad.
For example, if a customer clicks on a Google ad and then makes a purchase at a store or calls to place an order, the information about this conversion activity will be recorded and matched with online ad data. This process helps measure the effectiveness of online advertising and assess its impact on offline business activities.
To track offline conversions, businesses often use methods such as tracking codes, unique phone numbers, custom links, or integrating data from CRM (Customer Relationship Management) systems. These methods help record customer actions and match them with online ads, providing a more comprehensive view of campaign performance. This allows businesses to make smarter and more efficient decisions about investing in online advertising campaigns.
How does Google Ads offline conversion work?
Offline conversion in Google Ads operates based on a mechanism of tracking and recording conversion actions that occur outside the online environment after customers interact with your ads. This process is carried out through basic steps as follows:
- Assign a Unique ID to Each Click: When a user clicks on your Google ad, the Google Ads system assigns a unique ID to that click. This ID helps track and identify the source of the click, enabling future matching.
- Record Offline Conversions: When users perform offline conversion actions, such as making a purchase at a store or calling to place an order, this activity needs to be recorded. This is typically done through methods such as tracking codes, unique phone numbers, or CRM data.
- Upload Data to Google Ads: After recording the offline conversion, you will upload the conversion data along with the Google click ID into the Google Ads system. This data includes details about the conversion and matches with the previously assigned click ID.
- Match Conversion Data: Google Ads automatically matches the conversion data with ad clicks based on the unique ID. This process helps Google Ads accurately identify which conversions should be attributed to your ads.
- Evaluate Ad Performance: After the conversion data is matched, you can view reports on the number of conversions generated by your ads. This helps you better understand the effectiveness of your online advertising campaigns and adjust your marketing strategy based on the information obtained.
With this tracking mechanism, businesses can more accurately measure the impact of online ads on shopping behavior and offline activities, thus optimizing advertising strategies and improving business outcomes.
Please read our other related articles such as the Outreach planning tool.
How to set up Google Ads offline conversions?
To set up offline conversions in Google Ads, you first need to create a conversion action. Below is a detailed step-by-step guide to help you easily create and set up offline conversion actions:
- Step 1: Log into your Google Ads account to begin the setup process.
- Step 2: From the top menu, click on “Tools” and then select “Conversions” from the available options. This is where you manage and create conversion actions for your campaigns.
- Step 3: Click on the “New conversion action” button to begin creating a new conversion action for offline conversions.
- Step 4: In the conversion type selection, choose “Import” to indicate that you want to track offline conversions. Then select “Other data sources or CRM” as the import option, followed by “Track conversions from clicks.”
- Step 5: Click “Continue” to proceed to the next step in the setup process.
- Step 6: In the “Optimize goal and action” section, select the goal most relevant to the conversion you are importing. This helps determine how to optimize the campaign based on your objective.
- Step 7: Name your new conversion action. Record this name carefully, as you must use it when creating the import file later.
- Step 8: Choose the value type appropriate to your conversion. If your conversion does not have a specific value, select “None.”
- Step 9: In the “Count” section, specify how many conversions should be counted for each conversion event.
- Step 10: In the “Conversion window” section, specify how long you want to track conversions after a click occurs.
- Step 11: Keep the “Attribution model” set to “Data-driven” as recommended, allowing the system to allocate conversion value accurately.
- Step 12: Click “Create and continue” to complete the creation of the conversion action.
- Step 13: For “Offline conversion tracking method,” select “Google Click Identifier” to track conversions from ad clicks.
- Step 14: Choose the “upload” option to import your offline conversion data into Google Ads.
- Step 15: Click “Done” to complete the conversion action creation.
After setting up a new conversion action, it may take 4 to 6 hours for the conversion data to be updated and accurately reflected in the system. This ensures your conversion data is fully recorded and processed.
Offline conversion in Google Ads is an incredibly useful feature.
Offline Conversions in Google Ads is a powerful feature that gives businesses a more comprehensive view of the effectiveness of their advertising campaigns. Instead of focusing solely on online interactions, this feature allows you to track the actions customers take after clicking on your ad, such as calling, visiting a store, or sending an email. Specifically, this tool allows you to:
Comprehensive offline activity tracking
You can track almost any offline conversion, giving you a better understanding of how your ads are performing in the real world. There are two main types of offline conversions:
- Click Conversion Tracking: Records actions customers take after clicking on your online ad.
- Call Conversion Tracking: Records phone calls customers make after being exposed to your ad.
There are also three types of offline conversion actions:
- Sales Category: Includes actions like purchases, add to card, initiate checkout, or sign up.
- Lead Category: Records actions like contacts, form submissions, appointments, signups, quote requests, or clicks.
- More Categories: Includes page views and other actions that don’t fall into the above two categories.
Once activated, these actions are stored in your CRM database along with Google’s click ID and customer information. This data is then imported into Google Ads so you can track and analyze it.
Comprehensive view to evaluate advertising effectiveness
Tracking offline conversions gives you a holistic view of how your advertising campaigns are performing. Instead of just focusing on online conversions like ad clicks or online purchases, you can better understand how your online ads are affecting offline actions like phone calls or store visits. This helps you accurately measure the success of your advertising campaigns and adjust your strategy to achieve better results. You can make more informed decisions about monitoring and optimizing your campaigns.
Determine the most cost-effective campaign
Using offline conversion tracking in Google Ads helps you identify which advertising campaigns are most cost-effective. By importing offline conversion data, you can see which ads, keywords, and campaigns are driving sales and leads most cost-effectively. This allows you to optimize your budget by increasing spend on your best-performing ads and decreasing spend on your underperforming ads.
Collect remaining customer data
Offline conversion tracking also helps you collect comprehensive data about customers you might otherwise miss. By understanding what triggers a customer’s conversion, you can adjust your ad targeting strategy to improve your results.
Helps you understand customer behavior
Offline conversions in Google Ads help you better understand the behavior and habits of your customers when interacting with your business. By analyzing the behavioral patterns of your potential customers, you can adjust your marketing strategy to target more effectively and focus on the elements that customers interact with the most.
Offline conversion is a powerful tool that helps businesses optimize their advertising campaigns and improve results by tracking and analyzing the actions of customers outside the online environment.
No advertising campaign is complete without an important piece of data. Implementing offline conversion tracking is an effective way to build comprehensive campaigns. With just a few simple steps, you can collect offline conversion data from Google Ads. This data will give you an overview of the behavior and characteristics of your customer file.
See more articles:
- How to increase the conversion rate of Google ads
- Instructions for depositing money to run ads on Facebook
- How to turn off CH Play ads to help protect user experience?
FAQ
To track offline conversions in Google Ads, log into your Google Ads Manager, create a new conversion action, select “Import” as the conversion type, and configure the necessary information like conversion goal, value, and count. Then, use tracking codes or unique phone numbers to record offline activities and upload conversion data into Google Ads for evaluation.
Enhanced Conversions in Google Ads is an advanced feature that improves the accuracy of conversion measurement by utilizing additional information from your website and apps. Instead of relying solely on basic online actions, Enhanced Conversions allows for collecting and syncing conversion data from various sources, such as user information during transactions or form submissions. This helps optimize budget allocation and advertising strategies by providing a more detailed understanding of customer behavior and the true effectiveness of ad campaigns.
