Knowledge Base/Reporting/Analytics

AdWords Conversion Import Integration Feature Guide

Domenic Zomok
posted this on July 30, 2013 13:03

Why integrate call tracking into AdWords?

Google AdWords recently released a new conversion import feature (FAQ) which allows their advertisers to import conversions that happen beyond their website. 

With the AdWords Conversion Import Integration, Mongoose Metrics’ clients can now push offline phone call data directly into AdWords as conversions, expanding the capability to further optimize from Google AdWords, as well as any third party vendor that is able to read conversions from the AdWords platform. This integration also enables users to pass revenue generated by those phone calls, allowing precise optimization based on actual sales, rather than just clicks or calls. At this granular level of tracking, users will then be able to make more informed decisions on adjusting their keyword spending up or down based on the knowledge of which keywords and ad clicks lead to online as well as offline sales.

How to capture and send conversions to AdWords

Upon signing up with Mongoose Metrics, a Business Development Manager will help make sure your account is setup with the proper amount of numbers required to accurately capture the keyword and GCLID information for all of your visitors, and by proxy your callers. The GCLID information is the unique ID provided by AdWords for every click that comes to your website from an AdWords ad. The following methods represent the best business practices for capturing and sending phone call conversions to AdWords.

A.     Soft Conversions: Importing a phone call as a conversion into AdWords

    1.  Mongoose Metrics automatically collects the GCLID as a custom parameter.
    2. Request our automated GCLID report in CSV format (email or FTP delivery) from your Account Manager or Sales Rep. The data can range from the previous day, to the previous 90 days. This report can be customized to be delivered on a daily, weekly or monthly basis; it  will typically contain:
      1. ANI (callers phone number)
      2. Date and Time of call
      3. Duration of call in minutes
      4. GCLID
    3. Once you have the GCLID report, you can modify the report to include the desired AdWords conversion type and optional conversion value. Please see Google’s FAQ on “importing your conversions into AdWords” for more information on what data is required and how it should be formatted. 

Follow the three simple steps above and you will start reporting all of your calls as conversions in AdWords.

B.     Hard (True) Conversions: Importing an actual sale as a conversion, with revenue into AdWords

    1. Mongoose Metrics automatically collects the GCLID as a custom parameter.
    2. Confirm that the ANI (caller’s phone number) and time of call are being stored in your CRM or Lead Management Solution with each inbound phone lead.
    3. Request our automated GCLID report in CSV format (email or FTP delivery). The data can range from the previous day, to the previous 90 days. This report can be customized but will typically contain:
      1. ANI (callers phone number)
      2. Time of call
      3. Duration of call in minutes
      4. GCLID
    4. Using the ANI and time of call provided in the report from step 3, find the matching lead in your CRM or Lead Management Solution. Then store the corresponding GCLID with your lead information.
    5. At this point, you should work with your CRM administrator to create a report that will output the information you need to import into AdWords.  Please see Google’s FAQ on “importing your conversions into AdWords” for more information on what data is required and how it should be formatted.

 

Follow the 5 simple steps above and you will start reporting not only all of your calls (if desired), but the actual conversion action and revenue associated with them, allowing actual ROI optimizations for your AdWords campaigns. 

C.     Hard (True) Conversions: Representing an actual sale as a conversion, with revenue in AdWords alternative option

    1. Mongoose Metrics automatically collects the GCLID as a custom parameter.
    2.  Confirm that the ANI (callers phone number) and time of call are being stored in your CRM or Lead Management Solution with each inbound phone lead.
    3. Setup our automated trackback system to send all of the call information (including GCLID) to a web service URL on your side. (Our trackback system sends a standard HTTP GET request to a URL of your choosing, with all pieces of data captured during the visitor’s session). These visits happen automatically and asynchronously up to 5 minutes after each call. Please visit our support portal for information on how to configure our automated track back system.   https://help.mongoosesupport.com/entries/24968866-Mongoose-Metrics-Postback-Setup-Guide
    4. Either data warehouse the information provided during step 3 or attribute them directly as the trackback visit comes in.
    5. Using the ANI and time of call provided in the trackback from step 3, find the matching lead in your CRM or Lead Management Solution. Storing the GCLID and any other desired data point with your actual lead record.
    6. At this point, you should work with your CRM administrator to create a report that will output the information you need to import into AdWords.  Please see Google’s FAQ on “importing your conversions into AdWords” for more information on what data is required and how it should be formatted.

Following the 6 simple steps above will start reporting not only all of your calls (if desired) but the actual conversion action and revenue associated with them, allowing actual ROI optimizations for your AdWords campaigns.  

Questions? Contact our Support Team at 216-920-6469 or support@mongooseportal.com

 

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Cotmoencot
March 08, 2014 09:21