OCT - Offline Conversion Tracker | Google Ads

Key Takeaways

hi i'm david hi i'm connor welcome to the offline conversion tracking academy we're very excited to be hosting you here over the next 10 days to help you on your way to getting offline conversion tracking implemented for your business fantastic now we know we want to get we want to get started but before do we do that let's just run through how this is going to work small bit of housekeeping yeah we could say that so as i said this will be a competitive time trial and so who will be the first person to implement and complete the oct academy when you have gone through each of the stages make sure to keep your account manager and informed and updated on how you're getting on and remember that the fast team will win and those of you who do complete it and do complete it in the fastest time will be in line for a prize to be confirmed yes to be confirmed i'm sure he's still out yeah but there are there were some exciting things announced at the uh at the google product launch so um keep an eye out for that and finally and most importantly there will be technical expert support throughout this uh process so if for example you need help on some some of the tagging elements you will have a member of our tag team available specifically to you so within your information pack you will have um an email address for a for for a technical specialist to help out with any of the with any of the elements and aside from that if you do need some api support reach out to your reach out to your account manager and they'll they'll help you through that as well now throughout this session we do understand that some elements some elements of it will be quite technical and there will be a live q a session so down below the video there's a link and if you click into that you can uh you can type in any questions and we'll be updating not ourselves because obviously we're talking at the moment right here but there will be people on hand to respond to questions um as and when you need them so do fire out any questions fantastic now over to you thank you very much connor so we all know that legion advertisers now want to start improving the quality without necessarily sacrificing lead volume so a recent study has shown that over 70 percent of dj marketers actually cite improving lead quality as their most important objective however we also see that 55 of this audience actually also wants to increase the volume of leads so this is kind of a new phenomenon that we're seeing that people are looking away from it purely being about the quantity of leads that they're driving and now they actually want to go ahead and start improving the overall quality of this leads and this is how we are going to help you achieve that true offline conversion tracking now today we're going to be bringing you through the entire process for implementing uh the offline conversion tracking solution and i do want to add as well in a couple of weeks time we will be also bringing everybody who has completed stage one which is the import stage um true how to actually optimize towards these conversions so how do we actually increase the overall number of high quality conversions and that's going to be in a couple of weeks time in another webinar and as dave always says if you don't measure it you can improve it so that's the aim of the game um excellent so the better way the better better measurement is the fastest way to improve overall lead quality um so let me just give you a quick example of what this looks like for instance if we had a few bad measurement signals so for example we are tracking simply just the leads that are coming through from our web page now in this case we have some low quality leads and then we go ahead and we increase the volume of these low quality leads and what we end up with more low quality leads very good connor you're listening okay now if we look at improving the overall measurement signals or if we look at actually just enhancing these measurement signals and then we have some good quality leads and we increase the volume of these good quality leads when we get them we end up with more good quality leads thank you very much um so that's exactly what we're looking to do today now this also beckons the question what do we measure so with google ads we can actually measure a lot of different things so at the very top of our measurement funnel where we can actually look at measuring engaged visitors we can do this using the g tag or using the google ads conversion tracking tag and we can measure pages visited newsletter signups brochure downloads all of these things which are measuring kind of very early signs of awareness and engagement now as we move down this measurement funnel and we increase the user intent we can start measuring leads and we can also do this using the same conversion tracking tag that we use for engaged visitors so here we can actually measure phone calls and form submissions so this is great we can start measuring people who are calling true from our website and even people who are filling out the lead form on our website so again all of this can be done with online conversion tracking um but in the case of lead gem businesses what happens then when we've measured the form on the website so that's what essentially we're optimizing towards but we know that that isn't the end of the user journey right so what happens after this is the form gets filled out by a user it goes to your business gets delivered into your crm and then your sales team ultimately work that lead what's happening is google ads is losing sight of all of that great work that's happening inside the business and all of the important events that could be tracked there these events are the offline events for instance they're qualified leads so where you're marketing your sales teams are actually reaching out to users and qualifying those leads also in a lot of cases close deals aren't actually measurable uh whereby the sales team is actually picking up the phone or in person um selling the product or service and actually closing the deal so the last two here at the bottom of our measurement funnel where we see the highest amount of commercial intent with users these qualified leads and also measuring buyers these are actions that we can actually look to measure with offline conversion tracking now when it comes to optimization and again we'll be going through this in a couple of weeks time in the next webinar and where we'll be telling you how we can actually optimize towards our imported conversions with smart bidding but i guess the crux of that conversation will really be about which of these conversion actions we can actually look to optimize towards and in general when we think about which action it needs to be we really need to look at what is the conversion action that is furthest then our measurement funnel here that is driving the most amount of value for our business while also keeping in mind a couple of the most important principles of smart bidding which is data freshness so is the click to conversion time actually happening within a 21 day period if not that's okay we can actually move further up the funnel and i'm going to be showing you how you can actually look to do that for your own business in a couple of minutes time but also making sure that your volume of conversions exceeds the minimum threshold for any given smart bidding algorithm so for instance the smart billing strategy might be target return on ad spend and that will require over 15 conversions in a 28-day period maximize conversion value one of our newest smart bidding strategies that's going to require over 30 conversions in a 28-day period so that's a couple of things just to bear in mind yeah and when when you when you go through this for your own business and it will be completely bespoke to your to yourselves so it's worth kind of sitting down with the rest of the marketing team and just working out okay so what percentage of our leads can it come through a phone call or a form submission and then make it to become sales qualified and then finally to the closed deal and you'll find a sweet spot within your own um personal um customer journey exactly okay so introducing offline conversion tracking now chances are uh if you're sitting in your office today attending the offline conversion tracking academy you might know what offhand conversion tracking is or at least you probably should but in case you don't don't worry we're going to bring you through what that actually is now so a quick overview of what offline conversion tracking is um it allows us to measure offline conversions or events up to 90 days after the click actually happens um we can then import these events directly in to google ads this is what's going to allow us to actually gain a deeper more granular understanding of how each online click drives offline actions through better reporting and this is what's going to help us distinguish between clicks and queries that lead to high versus low quality leads and all of this can actually be leveraged for better bid and budget optimization so as you can imagine in terms of budget we can identify which campaigns are driving the most high quality leads for our business and therefore we can direct more budget into those campaigns or alternatively if we wish to use smart bidding we can actually just give the smart opening strategies higher intense signals with which to optimize yeah i think that's a really important point as well because um i've seen this in the past with um with companies where they might implement offline conversion tracking and they go back through their query sets and they actually have to import a lot of queries or keywords that maybe they've removed because they weren't driving a high volume of leads but actually they're driving an awful lot of qualified qualified leads so it's it just gives you a whole new perspective on how the account has been performing and so just keep that in mind whenever you do implement to make sure you go back over maybe things that you've turned off over the past um 12 to 18 months because with this fresh new piece of data things might look a little bit different exactly that's actually a great point um now in terms of how this solution actually works so we're going to give you a quick uh look under the hood of what is actually happening here as your user is clicking through your ad passing through your website and then becomes a lead for your business so let's start off over on the left hand side of your screen here with step number one so a user clicks on your ad and arrives on your website it's at this point that we are able to give them what's called the google click id which you'll see in blue at the bottom of your screen here now the g click as we refer to it as is simply up to 120 characters alphanumeric which we can actually give them i know i know it means numbers as well we love that um so what happens here is that google ads gives your user the google click id in the browser um of their within their url so as the user is passing on your website and doing all of the research that is required about your product or service and making a decision about that the google click id will stay with them in their browser as they move from page to page now what's going to happen is they're going to land on the form of the website what happens here they fill out all the personal information absolutely so same as what they would generally do when they come on to the website however in this case we will have made a small change to your web form which creates a hidden field on the web form now the user won't actually see this hidden field but what's happening here is the hidden field is pulling the google click id from the user's browser into that hidden field so that when the user clicks submit all of the personal information that you've required in the lead form along that google click id gets transferred into the crm system now once it is in the crm system it will appear as if it would have appeared um up to now without the google fix id but in this case we have now given your crm system the ability and capacity to actually store the google click id along with all of the leads personal information in the crm so now it's up to your sales team to work to lead sell to the lead and convert them into a loyal customer now after changing the lead status once the sales team has moved them from a prospect over to a client or a closed deal we can actually extract all of these closed deals or all of the qualified leads or whatever the action that we want to import back into google ads might be extract this information into an online file and pass it back into google as via the import tool yeah now at this point you might be thinking well we're actually already collecting our google click ids in the crm so can we just upload them straight away but unfortunately you can't do that because there are a couple of steps that we need to do before we can upload them we need to create a conversion action and then we need to assign that conversion action alongside the google click id before it's uploaded so just to bear that in mind that there are a couple of steps we can do and we need to do before we can import the conversions absolutely so before we move any further now i know you're probably all chomping at the bit to get going a few of you have probably got off the line so yeah yeah already that's all right google click ids flying all over the place yeah we're going to allow that now just to make sure that everybody's on the same page in terms of what a powerful tool that this actually is and the value that it can actually add to your business i just want to give you a quick insight here into a business that we've worked with in the past called get ninjas um so this is the case study all the way up from brazil now get ninjas are a service marketplace um so helping connect users to professionals everything from builders to physiotherapists so with this in mind get ninjas wanted to increase the overall number of matched services so they noticed that some of these services weren't being matched some of the requests from users weren't being matched with the service people themselves um so what they've done here is they've started leveraging offline conversion tracking started importing the services that actually got matched instead of the ones that didn't get matched and by leveraging smart bidding here they were actually able to increase their overall profit by 51 they were also able to lower their cba by 23 and i think most importantly here and something that kind of calls back to what i was stating at the start of this live stream is that their conversion volume didn't actually have to be negatively impacted here so even though that they were increasing the value of the leads that they were getting through their platform they were also able to increase the volume of their conversions by 36 percent which is i mean all of these are fantastic numbers that's pretty good to me doesn't matter that's pretty good um okay so before we start the implementation process there are a couple of things that we want you to bear in mind now first of all and this is something that i always see time and time again you need to have auto tagging enabled within google ads i'm going to show you a quick demo of how to do that but this is one of the most common errors that i see and if you don't have auto tagging enabled within your google ads account what happens is google ads is not actually able to deliver the google click id into the user's browser which i've already showed you so this is the feature that allows you to do that now next up you need to make sure that all of the key stakeholders in your business are aligned now in terms of key stakeholders we see we we've identified tree and we've already communicated to you in uh emails up to now who needs to be involved but just in case you've missed that who we're talking about here is the marketing manager so whoever's taking care of the day-to-day management of the google ads in your business we also need the web developer um because we are going to be making some very small tweaks to the website's code in terms of adding a small lightweight piece of javascript as well as making that critical change to the lead form to add the hidden field as well as the crm administrator because again we just need to make a quick adjustment to the crm system to be able to add the google click id along with all of the lead details and store it within the crm system so if you are sitting there in the room looking at this live stream and you're looking around you and you are the marketing manager and you're not seeing a web developer and you're not seeing the crm administrator what i would do is i would go ahead and click pause go out run around grab them pull them back into the room and watch the rest of this live stream together alternatively uh you could just let them get on with whatever you're doing and wait for the recording of this live stream to come out and then share it with them it's up to you either way it is absolutely critical that the marketing manager the google ads manager i should say uh the crm administrator and the web developer are all involved in this process from the start and aligned on what needs to happen yeah i'm going to make the next 20 minutes of this video are going to be the most important for them so sorry the best use of that time just to join now absolutely cool um also what you need to bear in mind here is that we do need a lead management tool or crm that can actually store the google click id as i said this google click id is up to 120 characters now in the vast majority of cases crms are able to manage and store up to 120 characters in a single field however in maybe one percent of cases i've seen that some crms are not able to hold this many characters in a single field and this is going to be a problem because if for instance your crm is only able to hold 80 characters in the field and the google click id is 120 characters that means that it's actually going to truncate the google click id down to 80 characters and it's not going to be the same google pick id that was delivered to the user and therefore this is going to create an error when you try and import it back into google ads so please bear that in mind when you before you actually set up ask the question to the crm administrator is our crm or our lead management tool or our database able to hold up to 120 characters in this field alpha numeric alpha numeric thank you for saying that that was a test cheers um now finally the click conversion cycle needs to be less than 90 days now why does it need to be less than 90 days because our favorite google click id expires after this 90 day period meaning that it will no longer exist now does this mean that if you are an enterprise software solution and your sales cycle on average is a six month to nine month sales cycle that you won't be able to use uh offline conversion track no you just need to find another point within the buying process that makes sense for your business couldn't have said it better myself but i could show you so if this is the case for your business if your sales cycle is on average taking over 90 days like my company here www.davescompany.com yeah you like that um so this is my company on average i noticed that my sales cycle in total is um i believe it's over four months but what i want to show you here is what my lead follower my sales funnel on this website actually looked looks like and this will give you an idea of how to identify as connor says the conversion actions that are most important to your business that are happening offline that we could be importing that will actually give us higher intense signals than just the the average lead form that we're already tracking with online conversion tracking okay so devscompany.com what happens here is a user clicks on an ad lands on the landing page and then they actually fill out a form for request a quote then i actually get back to that user qualify the lead and provide that user with a quote now at this point i know that they're actually a good lead um because they've gone ahead and requested a court and because i can tell that they're a good lead i know that this means that they actually have a higher intent than just all of the other average people who've actually landed on the website or who have simply just requested a quote now after a few days what will happen here is this quote will actually go to quote accept it um on the user site so they accept the quote and then eventually we get to deal close now as you can see in the left hand side here all as the user is going down through the sales funnel there is an increasing amount of user intent so any of these conversion actions um that we see going downwards all of them as we as we get down towards the bottom um are going to give our smart bidding strategy more intense signals or even higher quality intent signals with which to optimize towards and therefore this is what's going to ultimately increase the value of our future leads so that is just in a nutshell what we're trying to achieve now let's talk about timelines because i know that it takes five minutes for a user to request a quote from the time that they've actually landed on our landing page it can take up to two days for me to actually get back to that user to qualify the lead and to provide them with a quote and then it takes up to 14 days for that quote to actually be accepted by the user now once it's accepted it's pretty much as good as done i can tell you that the conversion rate from here is very very high um from quote accepted to deal close so potentially this is also something that's actually worth importing and not just the deal close now when i look at how long it takes to get a deal across the line in my business it actually takes four months it's not good it's not good no it's not well sorry it's not that it's not good but for offline conversion tracking it's not good yeah it just won't work um and the reason it won't work is because the cookie will explain exactly the google click id will expire after that 90 day period in this case we have four months now because we have four months that means this deal flows won't be able to be eligible for importing back into google ads however what we need to do here is actually look further up our sales funnel here into quote accepted into the likes of qualified lead and see if any of these will be eligible for importing in the cases of qualifying the lead and providing the quote this is only taking two days this is a very short turnaround time and even for quote accepted it's only two weeks so again very short sales cycle here or click the conversion time here for these two types of conversion actions two days and fourteen days as i said previously the key thing with uh with smart bidding is the fresher the data and the more volume that we have the better our smart bidding strategy will work so best practices dictate that we have roughly around 21 days um from first click to conversion um before or in order for smart biting to be as efficient as possible after this 21 day period we would advise you to actually look at what like we can still report on that conversion without a doubt but we would advise you to look at another conversion action with which you optimize towards so what we're seeing here ultimately with dave's company.com deal close no dice this won't work with four months the gt will expire however qualified lead and provider quote as well as quote accepted is happening within two days and 14 days these are perfect for importing back into google ads and optimizing towards these weight smart bin sounds good sounds good yeah excellent let's kick on actually before we do just wanted to point out that the top um so our top ones here so we can actually already track with online conversion tracking the likes of landing on the landing page or um requesting a quote and then as i've just mentioned with qualifying the lead and providing the code and we're quote accepted we can track these with offline conversion tracking but we can't track deal close yeah i suppose it's worth mentioning there as well it's like there's no there's absolutely no harm in uploading both the qualified lead and provide and provide quotes and the quote accepted and have two separate conversion actions and then that'll allow you to understand okay what is the percentage and what is the percentage of the leads that go through qualification to exception as well absolutely i think that's a great point so if for instance i mean like we we should be importing um well we should be tracking and importing everything that matters to our business in terms of driving revenue for our business so anything that is further furthest down uh the sales funnel that we have here we should try and be importing it up until 90 days because after that 90 days of course we can't actually import these so there's absolutely no harm in importing more than one or however many actions make sense to your business in order to identify what is driving quote accepts what is driving qualified leads and with that type of reporting data we can understand budget allocation decisions as opposed to just optimizing towards one um with smartphone absolutely and just on a technical note you'll be uploading the same google click id for both and but it will just be a different conversion name and that's how you upload both on the same click exactly great and then one other thing i've already mentioned uh auto tagging and the fact that this needs to be enabled at an account level so what happens is you click on settings account settings and then just make sure that you click on auto tagging and select that as yes and again this is what's going to allow google to enable the google click id and deliver that to a user's browser where it can be captured into a cookie on your website so that is really imperative to actually enabling offline conversion tracking for your business absolutely okay so here we have the pathway to a successful implementation for offline conversion tracking so up to now we've been talking about why offline conversion tracking is important we've been talking about what offline conversion tracking is and now we're going to be telling you how you can actually implement it for your business so we've broken this out into three different stages so there is the collect stage the import stage and the optimize stage for the context of this live stream we are only going to be focusing on collect and import and for the optimized section we will actually be running through this um for all of the teams that make it to the end of this initiative of the offline conversion tracking academy everybody who ultimately starts importing conversions you will receive an invitation to a future webinar to show you how you can actually optimize towards offline conversions on your google ads because we have loads of different avenues for for optimizing but as we were saying earlier you know once you do get the new pieces of information in the account and it does open a load more dollars on on how you can optimize across the account so definitely do try and get it done within the 10 days so we can get um so you can get into the optimized session because there's loads of great content in that absolutely however if what i would say as well i'm just going to back up here i i actually think that this is probably the most important side that we're going to present here and even for the context of the offline conversion tracking academy and getting your team all aligned on everything what i would actually recommend doing is just taking a quick screenshot of this or we'll even send it around in the launch comms that are going to be coming around later and what i would make sure to do is just like even print this off put this off up on your desk or email it around to everybody who's going to be involved in the implementation on your team because these are the nine critical steps that you're going to be taking in order to go from creating a conversion action all the way to bidding to a this conversion and there's imported conversion and starting to optimize towards it so each of these steps are highly critical and we're going to be going through them in a lot more detail over the next 15 to 20 minutes i would say um so with that we'll kick off with the collect stage of offline conversion tracking um so within the collect stage i did mention we're going to need a couple of other stakeholders in in order to assist with the implementation here so for collect we're going to need google ads manager a web developer as well as a crm administrator now in this case the collect stage is going to be all all about uh collecting i guess all of the necessary data that we need in order to get ready for importing it back into google ads so how do we actually collect all of this necessary data we have four key steps here in order to prepare the data step one is creating a new conversion action in google ads this is the same as we would create any regular conversion action in google ads however i will be showing you a couple of uh insights into how to do this slightly differently for offline conversion tracking just a couple of things to bear in mind there so we don't do it wrong uh this will generally be done by a google ads account manager just important to note there as well whenever you're creating that conversion actually just make it sure it's informative so whoever's going to be running the ppc potentially in the future so you know if it's going to be qualified form fills or qualified phone leads just make sure that you do name it something that can be understood for future reference yeah that's an excellent point in step two we're going to be talking about how we can actually modify the lead form and by modifying the lead form we simply mean adding that hidden form field that the user won't see but that this form field will actually be used to capture the google click id and hold it until the user clicks submit and we can transfer that into the crm system now in terms of stakeholders that are required here we're going to need the crm administrator and the web developer to be on point for step two now once the user has click submit this is when our google pick id gets transferred into the crm or into the database or the lead management tool that your company is using in order for if to be held and stored here we are going to need to modify the crm back-end and this is exactly what step three is um so modifying that crm to add an additional field for the google click id which you are going to title uh google click id and again just uh to call out that this is 120 characters numeric alpha alpha alpha numerically is yes done by the crm administrator um and then finally step four which is our last step for the collect stage and this is where we are going to need to implement the javascript um at a site-wide level on your website and the reason why this is a site-wide level is because like any lead gen website uh there is a high chance that there might be a lot of information on different pages about the product or service that you are selling and therefore there's a high chance that the user is going to be moving across different pages as they're researching and considering your product or service so we implement this at a site-wide level to ensure that the google click id follows the user on every page that they are researching your product or service on um to call out as well this can actually also be implemented with google tag manager and the reason why we implement this tag is because this tag is what's going to capture and store google click id in the user's browser so that they when they come to the lead form which we have modified in step 2 they will actually we will be able to push the google click id into the hidden fields that you've created and so that when they click submit it gets transmitted into the crm system in step three it's excellent it's all starting to start come for that last one as well we're gonna need the web developer um for step four so in this collect stage we're using all three stakeholders so the google ads account manager the crm administrator and also the web developer all working in tandem to prepare the data for import which we'll get onto is it a good time to mention that none of this information is personally identifiable yes it is very good so as we said in step two what we're going to do here is create that hidden field to capture the g-clip once the user clicks submit that gets sent into the crm back-end now when it comes to importation which we'll get on to um in the next stage of import uh we won't actually be taking any pii or personal identifiable information from your crm system in order to import that into google ads so the only data that we will actually extract from the crm system is the google click id which is google data along with the name of the conversion action that you've created in step one along with the timestamp of the final conversion so in dave'scompany.com that would have been a closed deal or it would have been a qualified lead um so we don't actually take any user information from the crm system in order to enable offline conversion tracking i think it's such an important point because it is easy you know you don't you know it can become a sensitive topic when we're talking about taking information from the crm but none of it is pretty identifiable which is really important i think it's a great point and actually it's a lot of a lot of companies that i've worked with especially finance companies who are heavily regulated in terms of this area and how they actually use user data and so just to kind of set setuate ease here no personal identifiable information will actually be imported back into uh google ads so that stays within your crm system so we we never actually use that for offline conversion tracking so greg hall um so let's dive a little bit deeper into each of these stages so staying within the collect um and we're looking at step one so creating a conversion action now as i promise you we're going to show you a couple of little nuances here that you're going to have to consider when you're creating a new conversion action for oct so you can create this at an mcc level or a manager account level you don't have to you can also create this at a managed account level or add a child account within an mcc so whatever level of account of google ads account makes sense for your business you can create a new oct conversion action in now when you are creating this new conversion action it is very important that you select import uh when it says conversion type and that you set the attribution window to 90 days conor why is it important to set the attribution windows in 90 days because the google click id will only live for 90 days it'll only live for like this thank you connor so initially what i would say as well is that you do not want to add this conversion action to the conversions column if we add it to the conversions column it means that it is eligible to be optimized towards using smart bidding straight away we don't want that just yet we want to make sure that when we set this up and start importing conversions that we are simply just reporting on it for one to two weeks until we get comfortable with the data that we're seeing coming through in our accounts and we've become familiar with it and then we can make a decision as to whether uh or what we should optimize towards within the google ads account now also i want to point out here that when we are setting up the conversion you can see on your screen it asks us what we would like to import from so we have the options here to import from google analytics from firebase from a third-party app analytics from salesforce as well as other data sources or crms now in this case you will be selecting track conversions from clicks and then you select continue and that's how you set up your step one or you're creating a conversion action within google ads for oct now crucially at this point if you were to track conversions from clicks the key piece of data is the google click id if you're importing conversions from calls the key piece of information is going to be the number that the caller rang from exactly so this could be for instance the google forwarding number or this could alternatively be the number um that you have got from your third party call service yeah so just to bear that in mind whenever you're looking up those so it will have to be a separate conversion action for clicks and for calls will be two separate conversion actions exactly and again this is mostly done by or entirely done i should say by the google ads account manager all right step two this is where we get a little bit more technical and we're going to have to call in some backup from our web developer as well as our crm administrator so what is happening here is we're going to modify the lead form and within the lead form we're going to create a hidden field and this hidden field is going to call the google kick id from the user's browser and actually hold and store it until the user actually clicks submit um so what happens here is in step four which we'll be coming on to uh where we are implementing the javascript on the website that is going to hold the google click id in the user's browser and then again we're going to be pulling the google click id from the browser into the hidden form until the user clicks submit and then it gets transferred into the crm system now any of you who have um recently jumped out of the office and grabbed the web developer or the crm administrator let them know that there are tag tagging specialists on hand to answer any questions yeah so there's the the link below the video and so you can ask any questions that you might have and based on that based on on a certain website type you might have or any kind of technical specification questions and they're they're on hand to answer any questions you have now exactly um and also a good call out i would look through the resources that we will be sharing after this live stream and there's going to be a document in that that brings you through the entire process step by step that document as well as google ads help center if you want to just google that and we're going to put a link for that in the email as well but they all show the specific code changes that need to happen both javascript as well as the code changes for your lead form in order to make this modification create the hidden fields and then help that hidden field communicate with the the javascript to make sure that it's pulling that google click id in at the right time and so all of that is on its way to you and make sure that you're using those resources as well as the technical support that connor just spoke about so step three we're getting uh close to the end of connect now so this is going to be exclusively in the hands of our crm administrator and the reason for that is that within this step we are going to be modifying the crm back-end in order to capture the google click id along with the rest of these details now this is important because what's going to happen here is we're going to query this database or this crm system at a later date when the when your sales team has closed the lead or has qualified the lead depending on what the conversion action that we want to import and we will be extracting the google click id along with the value if we wish to use target return on ad spend along with the conversion action name which could be named after the stage which we're at here as well as the timestamp now i'll be talking about the timestamp a little bit more detail later on but if your crm or database currently doesn't have a timestamp of when the stage gets changed in the crm system so for instance when the stage goes from contacted to closed or qualified to close then it's important that your crm administrator is actually making that change or that modification to the crm system because the timestamp is one of the three mandatory criteria or mandatory elements that we actually need to start importing back into google ads absolutely and i think that's um the value although the value isn't mandatory and it can be really important in some aspects and it's really important for companies that would have a large variation between the value of certain leads so if you have leads that are coming in you know 10x the other you know 10 times other leads you might want to put a value on them because you want to be able to see okay which keywords are driving the most value for the business as opposed to just potentially the higher intent or the higher uh yeah the higher intent leads so yeah the value file becomes important but so just make sure you are looking into that absolutely so step four the final step of the collect stage that this is again where the web developer is needed because the web developer um is required here to actually install that javascript at a site-wide level on your website now quick description of what this javascript actually does on the website so it captures the google click id when the user arrives on the website and then it stores the value to be retrieved later and it also inserts this google click id value into the hidden field that the web developer has created in step two so step two and step four working and tab them together in order to pass the google click id at the right time um before it gets transferred into your crm system yeah and i would say just make sure it goes into the top of the page that it loads ready for every user absolutely so this is also a critical one here that the web developer will have to keep in mind and i mentioned this in step two but you need to update this script so that it can identify the id of the hidden google click id field on the on the website's form that was created in step two um and then again this needs to be implemented across every single page on the website to make sure that there are no gaps here or to make sure that the google click id isn't lost at any point where the user is browsing across your website so that is all four steps within the collect stage um again if you have any questions at this point there should be a small box yeah below below the screen um and feel free to pop any questions in there and we're going to get back to those um on our afterwards or we will actually have some on hand but but now but at this point it's quite exciting that we've gone through all the stages to collect all the information that's necessary to understand what's driving value for the business at a keyword level i think that's a really important time just to take a step take a breath and just think well now now we've done those steps now how we're going to import this information and however you import it is going to be is going to be unique to your own business what depending on what your own needs are whether it's going to be on a on a more manual basis or on an api level yeah yeah absolutely and i'd also be willing to wager um having looked at that at those four four steps within the collect stage now like what roughly showing you is essentially 50 of the workload of this entire initiative chances are your business is probably might be already capturing the google click id or might already have um some of this development actually don't so you're probably actually already ahead now for any web developer or crm administrator or even the google ads manager i mean this work can be done actually pretty quickly do remember that this is a time trial um so it's fastest fingers first pretty much and you press turn yes um in order to implement this entire process um and you might agree that it actually isn't that difficult so i wouldn't suggest to get on this immediately after this live stream if possible and ensure that you are giving all of the information and updating your account manager within google with how far you've got in the process yeah and i think for for a lot of legion businesses this is a really important time of year to do it so um for a lot of you um your peak season will be coming in january february march um and so getting this information imported now at this stage um having it in the system understanding the value understanding where it's driving the value across the uh across the account will set you up in great stead um come january and february so the quicker we get it done now the more we can understand about how it's performing and then the more the better decisions we can make in general and that's really why we're doing this now absolutely so we've just brought to three collect next stage is on to import so if we have gathered up all of the data that's required for offline conversion tracking now we're going to show you how you get that data back into google ads so you can prepare yourself to optimize on that data so within the import stage again it's all about choosing how you want to import the conversions and to help you to do this we have four different types of import that you can leverage to import the data from the crm or from an online file directly into google ads each of these stages ranges from being more manual to more automated so again depending on how your business wishes to operate you can decide which one is the right one for you however before we get on to that so one thing that is important to call out at this point is just the sheer volume of crm systems that are out there like conor how many how many crm systems thousands and also you can't spell important without imports you're right um so given the the sheer number of different crm systems that are out there do not worry okay so whether your company is using a cloud-based solution or whether you have a custom in-house uh the sport build crm if you're using anywhere um google sheets or excel whatever it doesn't work it doesn't really matter as long as you can actually hold that google fake id um and then extract the relevant data from that and pass it back into google ads or golden however i do want to call out that if you do have salesforce sales cloud as your business's crm system then you are in luck because there is actually a direct integration between the google ads front end and salesforce sales cloud that does allow you to automate the extraction of the relevant data from the crm to google ads now if you do not have sales for sales cloud don't worry because we're going to be showing you how to extract and format the conversion data before we get to the import section so this is step five so i want to quickly bring you through what your sales team might be looking at in terms of the crm system and then how do we actually align the the crm system currently how it's built with extracting that back into a online file and or a csv file as kind of says google sheets or excel or whatever it might be so that we can eventually import it into google ads so imagine dave's company.com and we have our crm acme crm here and the sales team is looking at this view of the crm so you can imagine a new new deal comes in here lead number two is the name um so a new lead comes in i call them qualify that lead so i move the stage to stage qualified or lead qualified and then hopefully i get lucky and the deal actually closes and i can input the value here now in this case because like in this example um these deal close is happening in a very short amount of time so less than 90 days i've actually decided that i want to import deal close as my conversion action what i need to do is extract all of the relevant data from here back into a online file to later import so this is where i need to work with the it team in order to query this database or this crm system on a daily basis and that daily is important there because if you wish to use smart billing in the future you will need to have a regular scheduled upload within google ads in order to keep the data fresh or indeed more than daily so as many times as you see fit so if your family is coming through there's no reason why you couldn't do it once at the beginning of the day and once at the end of the day there's no reason why you can't do that that's a great point so at least once a day um so we're going to extract all of the relevant data here um from my crm system into a google sheets file in this example so the it team has queried the crm and they've pulled it into this format now this format is actually available on the google ads front end you can download it in any file type that you wish i think in excel csv as well as google sheets so this gives you a quick view on all of the relevant information that is needed so my team has pulled the google click id as well as the conversion name as well as the conversion timestamp which i'll talk to in a minute and the conversion value because i want to use target return on that spend as the bidding strategy in the future and so that's step five and that's really just the case of if we are not using a sales for sales cloud we will need to extract all of the relevant information from the crm into a file and in the next step now we're going to talk about how we actually get that file to import back into google ads so this is step six now we have four different types of import here so you're only gonna have to select one and each of these uh import types actually range from being more manual to more automated so we're gonna start off with manual upload which is the most manua