5 Types of Google AdWords Conversion Tracking
4. Calls from Ads:
Most people do not call directly from the phone number listed in an ad, but some do. In AdWords you can track these calls by using a Call Extension, which is one of the many Ad Extensions available in AdWords. When you set up your Call Extension, make sure to click on the advanced options and check the box to track phone calls using a Google forwarding number.
5. Offline Sales [Import]:
Up to this point all the conversion tracking options sound great, but they don't solve the major problem for non-eCommerce businesses, which is tracking sales generated off of the internet.Luckily Google recognized this problem and introduce the Offline Sales Import conversion option. This is the most technical of them all, but it's well worth the effort to have your webmaster set this up. Here's how it works:
- Your webmaster will have to edit all the forms on your website to add a hidden field called "GCLID" (stands for "Google Click ID")
- Your webmaster will set the value of this hidden field using the URL parameter called "gclid". For example, when someone clicks on one of your ads, Google automatically ads the "gclid" URL parameter, which looks like this 123ABC567DEF. This is the unique tracking code you'll use to track sales back to your ads.
- You'll need to send the GCLID code to your sales team and/or your customer relationship management (CRM) tool like Salesforce.
- On a monthly basis, you'll need to find all the sales that have a corresponding GCLID code and import those codes, along with the sales revenue, into Google AdWords.
- AdWords will automatically match the GCLID codes to the keywords, placements and ads that the customers originally clicked on before ultimately making a purchase off of the internet.
If that didn't make sense, then just send your webmaster this page and he or she will be able to help. Trust me, it sounds more complicated than it is.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.