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Tracking: How to track offline conversions from your Google Ads

Okay, you’ve set up your online conversion tracking and everything seems smooth. Ready for those holiday sales, right?

But what if a customer gives you a call after clicking on your ad and you close a deal? Or someone decides to visit your store and make a purchase?

Neither of those sales will be attributed to your ad, despite it being the main conversion driver. You’ll miss out on important ad data and have a skewed perspective of your campaign performance.

But according to Tim Jensen, it’s possible to tweak your Google Ads conversions setup so it tracks the customer journey even when it “goes offline.”

#1 – How to track phone calls?

If you’re receiving phone call inquiries, it’s vital to implement phone tracking. Here’s how:

First, set up call extensions

This will allow a phone number to appear with ads in search results. Navigate to Ads and extensions, and add a new extension by selecting Call extension.

Tim also advises using a call reporting option, allowing you to match your calls down to the ad keywords level in the account.

Also, you can choose to only count calls with minimum duration. If you find the most qualified calls last more than 2 minutes, you can track only those and eliminate bad leads.

Second, set up website call reporting

Google provides an option to use their forwarding number for your site where users will be provided with an unique, trackable number.

You can set this up under the Conversions section – create a conversion and select Phone Calls. Choose a “Calls to your phone number” option to make sure all calls are tracked.

#2 – How to track in-store visits?

Google uses location data from users’ mobile devices to see if they’ve engaged with your ads before visiting the store.

First, make sure you’re in a country eligible for this type of tracking and that you have multiple physical locations with high clicks and impressions volume. Yep, a bit limiting for small businesses.

Second, you need to claim and verify your store locations using Google’s Business Profile. Furthermore, you’ll have to activate location extensions.

But that’s not all. Tim also discusses how to import offline data using your CRM or automation platform. If you’re interested in reading more, make sure you check out the full article. Hopefully, this will help you get a better understanding of your campaigns!

And if you’re looking for a good opportunity when it comes to paid social ads that can drive results, keep reading.

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