Optimise Your Google Ads Campaign With Offline Conversion Tracking

Katie Holmes
Date Posted:
10th July 2020

Offline conversion tracking allows PPC marketers to attribute leads to revenue and prove which campaigns drove offline sales. In this article, we’re going to show you how to align sales and with your PPC activity so that you can optimise your ads based on the value to drive higher quality leads.

Now more than ever, businesses are using Google ads to promote and sell their services so that they can convert more prospects into paying customers.

If you’re advertising a service or selling high-value products that boast long and complicated sales cycles, then you will know that an ad doesn’t always directly lead to an online conversion, such as a live chat or form completion.

Instead, your advertisements start your audience on a journey that can result in an offline conversion, such as a phone call or face-to-face meeting.

To optimise your PPC campaign for better results, you need to be able to track the effectiveness of each stage of your customer journey so that you can use that insight to convert more leads into sales.

Although, how can you optimise your PPC campaigns for more revenue if the majority of your leads are generated offline?

With offline conversion tracking, you can identify which of your PPC campaigns are most successful at driving offline sales and demonstrate your impact on revenue growth.

In this article, we’re going to take a look at how offline conversion tracking works.

Then, we’ll show you an easy way to measure your offline call conversions in Google ads so that you attribute revenue and ensure that your campaigns are getting the credit they deserve.

Without further ado, let’s jump right into it.

Editor’s Note: Ever noticed that the data in your Google Ad account doesn’t match what you see in Google Analytics? We reveal the most common reasons that lead to data inconsistencies between Google Ads and Analytics, plus provide techniques to help improve the quality of your reporting. Download your guide here.


Offline Conversion Tracking in Google Ads

Most people are already familiar with offline conversion tracking in Google Ads, but for the sake of clarity, let’s take at how it works.

Offline conversion tracking in Google ads is a powerful solution that allows you to import conversions from other tools (such as your CRM) so that you can see which campaigns are most effective at driving offline sales.

There are two different types of conversions in Google ads:


Conversions from an ad click

When a visitor clicks on one of your ads, Google will generate a unique Google Click ID. Once a visitor completes a form on your website, their form details (name, email address or phone number) are passed onto your CRM, or spreadsheet, along with their GCLID.

When your sales team closes a deal offline, you can upload that data to Google Ads via a spreadsheet or file transfer so that you can match offline conversions with the campaigns that generated them.

Google ads offline conversions - ad click - www.ruleranalytics.com

Important Note: For this to work, you’ll need to implement a snippet of code on your website so that it can capture your visitor’s GCLID. You can learn more about that here.


Conversions from calls

Calls can be measured after a user clicks on a mobile call extension or dials a number from a desktop ad. For conversions that start with a phone call, you will need a Google forwarding number so that you can import your call conversions in Google ads. Instead of tracking the GCLID, you’ll keep track of the caller’s number and the time of call. When a call results in a conversion, the data is uploaded to Google Ads, allowing you to connect you call conversion with your campaigns and keywords.


Limitations of Offline Conversions Tracking in Google Ads

Despite being packed full of features that allow you to assign credit to the campaigns that drive offline conversions, Google Ads does come with its limitations which I’ve highlighted below.


Call forwarding exclusive to Google Ads

Call forwarding is limited to Google ads traffic only. So, if a call is generated by a different source, such as SEO or social media, you’d be unable to determine whether or not your PPC campaign played a part in that offline conversion.

Why does this matter? Most businesses use Google ads as part of a broader marketing mix. If your Google ads play a significant role at the top-of-the-funnel, then it’s likely that your advertisement efforts are going unattributed.


Can’t determine call quality

A call conversion in Google ads is triggered based on minimum call duration. Meaning, Google ads doesn’t provide you with an option to determine the quality of your phone enquiries.

Why does this matter? Just supplying raw numbers and calling it a success is not good enough. Keywords, ads and campaigns all produce different revenue per lead and lifetime values. Without this insight, it’s impossible to accurately calculate the ROI of your PPC activities and optimise your campaigns accordingly.


Your offline calls aren’t “sales”

When someone calls your business using a Google forwarding number, it’s automatically classed as a lead. Generating leads is well and good, but it doesn’t mean much if they’re not converting into revenue.

Why does this matter? Most leaders want top-level figures on how their business is performing and if their investments are getting a good return. If you want more budget to scale your marketing, then you’re going to need to more than just report on “the number of leads”.


Offline Conversion Tracking in Google Ads with Ruler Analytics

To unlock the data you need to measure offline conversions in Google Ads you need a solution that can capture your online and offline interactions throughout the entire conversion path and can support long, and complex sales journeys.

Ruler’s offline conversion tracking simplifies and automates the process, seamlessly connecting your visitor, lead and sales data to campaigns in Google Ads.

Once you successfully close the loop between your offline sales and marketing activity, you can determine which campaigns, ads and keywords are driving the most value.

Google ads offline conversions - ruler analytics - www.ruleranalytics.com

Here’s how it works:

1. Ruler tracks each anonymous visitor to the website over multiple sessions, traffic sources and keywords.

2. When a visitor converts, data is captured via form, call tracking or live chat on your website.

3. Ruler matches the real user’s details with their marketing touchpoints.

4. The marketing and conversion data is sent to your CRM. Marketing data includes channel, source, campaign, keyword and/or landing page.

5. Ruler’s attribution solution allows you to analyse the impact throughout the entire sales cycle. Once the opportunity is closed into revenue, Ruler passes this data back to your Google analytics and paid media tools so that you can report on revenue.

Google ads offline conversions - buying cycle - www.ruleranalytics.com


Benefits of Ruler Analytics Offline Conversion Tracking

There are a number of benefits to connecting Ruler Analytics with your Google ads account.

Evidence marketing impact: Provide proof of your most successful marketing campaigns in driving offline sales and demonstrate your impact on revenue growth.

Drive higher quality leads: Match revenue to leads in one place for better insight into how your most profitable leads behave.

Get more from your Google Ads spend: Focus your time on the campaigns that generate the most revenue – and not just offline conversions.


Final Thoughts

To optimise your marketing campaigns for more revenue, you need a solution that can connect your offline conversions to your online marketing activities.

Once Ruler Analytics is integrated with your website, CRM and Google Ads, you’ll unlock powerful data across the entire customer buying cycle, allowing you to create multiple conversion goals within Google Ads, identify which ads were most profitable and optimise campaigns depending on your business objectives.

Book a demo Ruler Analytics