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Search Engine Marketing: How can I track AdWords conversions that happen offline?

  • I'm working on an account that sells a high margin, high consideration product where the lead is sourced by AdWords (the ad drives the prospect to the lead form) but the sale is closed (or the conversions happen) days later via phone or email.  Is there a way to let AdWords know about these offline conversion events so I can get the data integrated with my reporting and their conversion bidding system?  NOTE: I thought about hacking their javascript so I can trigger that manually, but I learned that their javascript needs to read cookies (and therefore it won't work).

  • Answer:

    As of now, no. There is no way to push data back into Adwords to affect their conversion & bidding system.

Pashmina Lalchandani at Quora Visit the source

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For phone calls, there is tons of call tracking software such as http://invoca.com that can help you measure from click to call. For form submissions, check out http://Bizible.com (my employer) as we've built a B2B attribution SaaS offering that connects the APIs of AdWords and Salesforce together. More detailed info at http://www.bizible.com/product/salesforce-for-google-adwords.

Dave Rigotti

If you're already using Google Analytics, the best way to track AdWords conversions that happen offline is to http://zuev.software/crm-and-google-analytics-integration/.Here is a sample report that uses sales data automatically imported from CRM to Google Analytics: Columns highlighted with yellow were generated using offline data.ComparisonThis approach is better than just saving keywords to CRM.A user may see your banner ad, and in 20 days find you again with Google and make a purchase: If all you do is save the UTM parameters of the last visit to your CRM, you might think that banner ads are not effective, while in reality they may be the reason for 80% of your conversions. - The user might have never searched for your product on Google if it wasn't for your banner ads.

Sergey Zuev

One of our e-commerce clients had  similar requirement. There is no sure-fire system to track this. The best we can do is : when the deal is getting closed get a survey/feedback done . Ask the client how you heard about us? with options like bing ads/google ads/organic/magazine ads then analyzing these results over any BI tools or Excel. Prashant Telang CTO Transpacific Software

Prashant Telang

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