Import Offline Conversions into Adwords

One of the biggest challenges for some advertisers is being able to determine the value of Adwords in generating sales that are closed offline, as many advertisers use their websites primarily to capture leads and then close their sales with a seller offline.

Previously, only contact forms sent thanks to Adwords ads could be measured as conversion, but thanks to the option to import conversions, it is now also possible to assign sales completed offline to the corresponding keywords and ads.

To achieve this, the "ID" of the click must be saved, which is shown in the destination URL as a variable called "GCLID" when we enable automatic tagging.

This information must be saved in a cookie and sent together with the contact form for subsequent monitoring.

Example of auto-tagged URL

Then the conversions must be imported through the new conversion option, the ideal is to import them periodically according to the needs of the campaign, normally the conversions should be imported weekly or monthly.

The following graphic illustrates the offline conversion tracking process.

This option of importing conversions is especially important for those advertisers who use Adwords to generate leads from potential customers and then close sales by means that are not normally measurable by the system.

Some popular CRMs like SalesForce and SugarCRM already have integration for this conversion import option.

In the following link you can see more information about it: https://support.google.com/adwords/answer/2998031?hl=es

Fountain: Juan Merodio