how to optimize crm and offline conversions in adwords and beyond
TRANSCRIPT
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: [email protected]: @samfonoimoanawebsite: http://fahui.io