Google has introduced offline conversion tracking for Adwords. It is said to become a big influence in many businesses that deal with Adwords. We had a chance to measure offline conversions with universal analytics and import them to Adwords, but there were few difficulties to do so. Google Analytics records last click attribution on default reports so we need to look at multi-channel reports to identify the actual contribution from PPC. Creating additional profiles and filters there are possibilities to identify PPC keywords without dealing with multi-channel reports but it isn’t a simple task to do.
This is great news for those who work with Adwords. You will now be able to track offline conversions for Adwords without extra work being required with use of Google Analytics. Click ID is a new element associated with offline conversion tracking. Click ID allows your website to assign a certain ID number to each lead that is received through your clicks, such as, sign ups and downloads. After your customer completed the conversion, your conversions can be directly uploaded by using the click ID so that Adwords can identify your conversion to show actual conversions and revenue. It is required that a primary key be used to “link” the offline sale to the online click and you may use email, passport id or phone number.
Benefits of offline conversion tracking are listed below:
- Consider Actual sales value not leads
- Understand the keywords that drive the most profitable sales
- More accurate ROI picture
- Manage bids and budget to drive actual sales
Here is an example of how it can work for you:
You own an online taxi service and you do your advertising using Adwords to help in generating your customer sales leads. A customer will request a quote from you first on your website; however, payment will not be received until you take the customer to their destination. In this situation, you must measure actual conversion with actual value. Up to now, you would be able to track all the leads with average order value not the actual sales. This is where this could be a big problem solver for you. Using offline tracking you could identify actual keywords that drove the sale.
How to use Adwords offline conversion tracking?
In the above example, the “Primary Key” can be the email address or phone number of each customer.
Don’t depend on Adwords Offline Tracking
Adwords offline tracking can be used to provide you with actual cost and actual income; however, this doesn’t always give you the final picture of what your total cost will be. If you have spent $100 on Adwords and that allows for $200.00 in sales and you also matched the sale using from Adwords offline conversion tracking. That shows you $100 in profit. But you would need to add all the cost that you spent on each channel to bring that sale.
When we analyze the multi-channel attribution with Google analytics, we can identify that there are other paid channels that helped to complete the conversion. This would show you that you don’t actually make $100 in profits from this even though Adwords said that you did. You must consider the cost of the other paid channels as well.
Above example shows that Social Media and Adwords are profitable when they consider as an individual channel but after plotting the sales path you will figure out the conversion isn’t profitable as you think.
Relying completely upon Adwords CPA is never recommended and it worths to look multi-channel attribution to understand the actual picture.
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