Offline Conversions: Closed-Loop Attribution in Adwords

Sam FonoimoanaFounder | Fahui | @samfonoimoana

Where does the final conversion happen?

B2B Marketing Analytics ScenarioData is spread through out different systems

Campaign and Spend data

Sales Data

How Can We Connect The Two?Literally a million-dollar question

Begin with the end in mind

GCLID(Google Click ID)

Step 1: Make sure auto-tagging is on

Step 2: Setup a new field in your CRM

• Setup a new custom field in your CRM to receive the GCLID

• Work with your Marketing Ops / Sales Ops team to do this

Step 2: Setup a new field in your CRM

Step 2: Setup a new field in your CRM

Step 2: Setup a new field in your CRM

Step 3: Pass the GCLID into the CRM

• Create a new hidden field on the form to receive the GCLID

• Grab the GCLID in the URL to populate this hidden field

• Make sure you have mapped this form field to the new field you created in Step 2

Step 4: Create The Offline Conversion in Adwords• Tools > Conversions > +CONVERSION

• Import > Conversions from clicks

• Fill in the configurations and save

Step 5: Export conversions with GCLIDs

• Know what fields hold revenue and won deals in your CRM

• Create a report of your target conversions with GCLIDs

• Export this report in CSV format

Step 6: Import conversions into Adwords• Wait 6 hrs after creating the offline conversion before importing

• Make sure that your CSV is formatted properly: http://www.gstatic.com/conversiontracking/conversion-import-template.csv

• Tools > Conversions > Upload

Step 7: Create Adwords Custom Columns• If you want to pull conversions and calculations into reports you

need custom columns!

• Go to Campaigns > Columns > Modify Columns

• Scroll down to Custom Columns and add one for your desired conversions and calculations

• Pull into campaign and adgroup reports! Hooray!!

Offline Conversions In Adwords

email: sam@fahui.iotwitter: @samfonoimoanawebsite: http://fahui.io