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  1. Google Import Conversions – step by step guide

Google Import Conversions – step by step guide

Import Conversion is the new outstanding capability of Google which let you push back conversions to Google Ads with the goal of better tracking conversions, better understand the ROI of your advertising and allows you to optimize for the outcome that matter most to your business.

In this guide, you will see how to create a Bridge between your Import Conversions (formerly called Offline Conversion Tracking) with your CRM.

Bridge is the word we use to describe a connection between a Source, in this case your CRM, and a Destination in this case your Google Import Conversion, also know as Google Offline Conversion Tracking.

Offline Conversion Tracking lets you measure which ads resulted in offline sales or other valuable customer actions by importing your Offline data into Google Ads.

This can help you better understand the ROI of your advertising and allows you to optimize for the outcome that matter most to your business.

In other words, with Google Import Conversions, you will be closing the loop between your online advertising and your offline results.

After you finish your Bridge setup, LeadsBridge will start automatically syncing your Offline Conversions, retrieving them from your CRM and keeping them synced with your Google Ads account.

Requirements

  1. Your CRM must be included in our integration list. If it’s not, please get in touch here.
  2. Your CRM must contain your contact GCLIDs. Otherwise you can use the GCLID storage system offered by LeadsBridge.

Import Conversions creation step-by-step

Before you start

Head over to the left sidebar and click on Google Suite > Import Conversions

Click on Add New and you’ll be taken to the first step of the Bridge creation. On the left side you’ll see the steps that need to be taken in order to set your Bridge live:

  1. In the first step we will set the connection with your Destination, in this case your Google Ads account
  2. Then, in the second step, we will configure the Google Import Conversion syncing process
  3. Finally, in the third step, we will configure the connection with your Source CRM
    • An important part of this step would be the implementation of the GCLID storage system offered by LeadsBridge in case that you are not storing this kind of data in your Source CRM

Notice that, in case you choose to store the GCLIDs in LeadsBridge, these guidelines will require some IT work, anyway you’ll realize how easy the process is.

Account information

This is the Destination step, in this step you need to select the Google Ad account that you want to connect, so that when the Bridge is ready, LeadsBridge can periodically sync and update, your CRM contacts with your Google Conversion.

If you haven’t connected your Google Ads account in LeadsBridge, during this step you’ll be able to do so by following the steps below:

  1. Click on the Add Ad Account button
  2. Select the Google account that you want to connect
  3. Give consent to make the connection
  4. Select the Google Ad Account that you want to connect
  5. Then, click on Save

After you have connected your Google Ad account, you can continue with the Bridge setup by clicking on Next.

Conversion settings

This is the first part of the Settings step, in this step you should select the Conversion Action to which you want to send your Offline Conversions.

Under the Sync Each dropdown, you should define the Sync frequency that you would like to use, we reccomend using the 24 Hours sync frequency.

Then, in the Start Sync At dropdown, you may choose on which specific time of the day you would like to start the syncing process, we advise you to leave it as Automatically Detected.

You may also set a Default Conversion Value and a Default Conversion Currency if you need it, notice that if the values are not correct, the default values that you have selected in your Google Conversion will be applied, for instance if you type an unrecognized Currency, the default one will be applied instead (which is usually USD).

Finally, in the Usage dropdown, you should select if the GCLIDs should be stored in LeadsBridge, or if they are already stored in your CRM. In case you already have your GCLIDs stored in your CRM, we will retrieve this data and pass it to your Google Ads account.

Storing the GCLIDs in LeadsBridge can be a useful choice in cases when your CRM doesn’t have the option to store this kind of data, notice that we won’t store any kind of sensitive information.

After you have selected the before mentioned values, you should click on Next.

If you will be storing your GCLIDs in LeadsBridge, you should continue with the next step, otherwise, if you’re storing your GCLIDs in your CRM, you should jump to the Select source step by clicking HERE.

Script installation

This is the second part of the Settings step, in this step you should assign the Website URL from which you’re collecting your Conversions data.

Then, you should install the Embed Code using Google Tag Manager, WordPress or asking your Webmaster to install it into your web page.

Once you have installed the code in your website, LeadsBridge will be allowed to receive and store you GCLIDs.

If you don’t know how to install the Embed Code you can follow THESE dedicated guidelines.

After that you have finished the installation process, you should click on the Test Script Installation button to make sure the Embed Code has been properly installed.

You will be redirected to your Website URL, if the Embed Code has been installed correctly you should receive a confirmation message similar to the one below.

You can now go back to LeadsBridge and click on Next.

This is the last part of the Settings step, in this step LeadsBridge will ask you to trigger your data Conversion system in order to send Sample Data into LeadsBridge. In order to do that, you should simply go into your website and submit a contact from any kind of submission form that you may have, this way LeadsBridge will be able to recognize the information that you will be receiving and Match It with you Google Conversion.

If the website lead you submit gets successfully recognized means that your website is connected with the LeadsBridge recognition platform, so every time that a lead is submitted through your website, LeadsBridge will receive the lead information together with its GCLID data.

Notice that LeadsBridge will only store the GCLIDs and it won’t store any other kind of sensitive information such as email address or phone number.

Once that your lead has been successfully recognized you can continue with the Bridge creation by clicking on Next.

Select source

This is the first part of the Sources step, in this step you should select the CRM or Platform from which LeadsBridge will be able to retrieve your data.

The data received from the selected Source will be combined with the GCLID and sent into your Google Conversion, using the Google Ads API.

For these guidelines we will use Salesforce, and create a new Salesforce Integration, but you can use any of the hundreds of integrations available in LeadsBridge (e.g. SFDC, Hubspot, SFTP, Database, CSV files).

After we have selected our Integration, we can click on Next.

Integration setup

This is the Integration step, in this step you will create the connection with your CRM, in this case Salesforce, if you have already created your Integration, you can jump to the next step.

The parameters may vary according to the Integration you’re using, to begin with you should type your Integration name.

Then, since we are using Salesforce, you should set some integration options such as Use sandbox? or Allow duplicates?.

After that, in the Manage ”Objects“ as dropdown, you should choose the kind of object that you want to retrieve from Salesforce. If, for instance, your business uses the Salesforce Opportunity, please select that option in the dropdown, otherwise, if you want to keep the Leads or Contacts from your websites synced, choose those kind of objects.

Then, in the Use ”Segment“ as dropdown, you should choose the type of segmentation concept that you would like to use when retrieving your objects from your Integration, since we are using Salesforce, we may select List Views as segment, so you can receive the contacts that belong to a specific List, for instance, lets say the you have a specific List View that contains all the contacts that showed Interest when being reached by your call center.

Finally, after you have set all your Integration parameters, you can click on Authorize to set the connection between Salesforce and LeadsBridge.

After that, we can go back to the Bridge setup by clicking on Next.

Source setup

This is the second part of the Sources step, in this step you can select the type of segmentation concept that you want to use while retrieving the objects from the selected Source. For example, if you choose Salesforce, LeadsBridge will be able to retrieve your List Views, which is a Salesforce segmentation concept.

Also, if you click on Source Filter, you will be able to define Conditions on which you can set further segmentation filters for your contacts. In this way you may allow contacts to be sent into your Google Conversion based on some condition like, for instance, a filter that will only allow the syncing of contacts that have been assigned a specific State or Stage in your CRM.

After you have selected your Segmentation, and optionally assigned your Source Filter, you can click on Next to continue with the following step.

Fields Mapping

This is the Fields Mapping step, is the third part of the Sources step and is the most important part of the Bridge creation, in this step LeadsBridge will ask you to do the mapping between the fields that are requested from Google in order to recognize the Conversion with your CRM data.

Notice that, Google doesn’t need to receive your contacts Email address, Phone number and so on, but this kind of mapping between Google and Salesforce fields will allow LeadsBridge to read your data, compare this data with the database’s hashed data and automatically retrieve the relative GCLID (if you have choose to store your GCLIDs on LeadsBridge).

Make sure to map every mandatory value that might be marked with a red star, for instance if you’re storing your GCLIDs in your CRM, you will be asked to map that specific field. Usually, Conversion Time is a mandatory value, so you should map it accordingly.

You may also want to map fields such as Conversion Value or Conversion Currency if, for instance, you’re syncing your opportunities, which usually have a specific amount.

Once that you have mapped all the required, and any optional fields, you can click on Next.

Conversion sources

This is the last part of the Sources step, in this step you can see the CRMs that you have connected as Sources for your Google Conversion.

If you have other CRM sources that you may want to sync with your Google Conversion, you can add them by clicking on Add Another Source and repeating the previous steps.

In this case we don’t need to add other Sources, so we can click on Next.

Summary

This is the Summary step, in this step you can see a recap of your Bridge setup.

In this last step you may set your Bridge on Live Sync in order to start sending your data into your Google Conversion, or set it as Simulation in order to allow LeadsBridge elaborate and validate your source data excluding the syncing process, with this option you will be able to double check the information that will be sent to Google when you set the Bridge on Live Sync mode.

Finally, you can click on Publish in order to Activate your Bridge.

Thats it, now when the sync period begins, your Bridge will start the elaboration and validation of your Source data and, if you have set your Bridge on Live Sync, the data will be synced into your Google Conversion using Google Ads API. So, once the first sync process ends, you’ll be able to see your matched CRM contacts inside your Google Ads account.

Watch our detailed video guidelines

I already have the GCLIDs stored in my CRM

Leadsbridge will store the GCLIDs for me

If you need assistance or have some related questions, do not hesitate to contact our Support at support@leadsbridge.com or HERE.