to import offline conversions from Salesforce into Google Ads

You’re an advertiser for paid search with a client who wants to generate leads. Your client has been asking you about the quality and quantity of leads that your paid search campaigns generate. Gulp!

You can directly link Salesforce to Google Ads if your client uses Salesforce as their CRM system. This will help you answer the question.

You will be able:

• Look at which leads are closed.
• View the revenue generated by each lead.
• Report metrics like average order value (AOV), return on advertising spend (ROAS), etc.
• Share all of this data automatically between platforms, while maintaining privacy.

What is the best part of this?

In just a few simple steps, you can set up an offline conversion system to import data from Salesforce into Google Ads.

Before starting you should be aware of some important considerations.

• You’ll need to collaborate with someone who manages your Salesforce account. Salesforce manager/administrator) and someone who manages the website (i.e., web developer). These individuals should be aware of the import conversion process and aligned to the timeframe for setting up.
• This process is only for a Salesforce-to-Google Ads connection. If your client uses a different CRM, the process may be different. You should contact support to find out what steps to take next. This process will work if you client has multiple CRMs that feed Salesforce (see step 2), but it may require some additional effort.
• Google Click IDs are only tracked if auto-tagging is enabled on the Google Ads account. GCLIDs are only valid for 90 days. It is important that your client’s click-to conversion cycle is shorter than 90 days.

Are you ready to start? Follow the steps below.

Step 1: Configure Salesforce to capture GCLID

Salesforce manager

The Salesforce account manager will need to add a GCLID custom field in both the Lead and Opportunity objects.

Google Ads can attribute leads to the clicks that are captured by the GCLID. You can share this resource with your Salesforce manager, if needed.

Step 2: Configure your web forms so that they capture the GCLID

Complete this sentence: Web Developer and Salesforce Manager

This form will be generated by the web developer or Salesforce administrator. The form should contain all fields that you would like prospects to fill out, and “GCLID”, the lead field as a hidden one.

Google support is confident that your web developer/Salesforce manager will be able to accomplish this. But here’s an article of support just in case.

This new HTML code should be used to update existing forms. This will allow your web forms pass the GCLID into Salesforce.

Multiple CRMs can be used. Lead information may pass through another system prior to reaching the Salesforce. I was able implement this for one of my customers with two CRMs. All you need to do is ensure that the GCLID gets captured and sent through all systems. Support is available from the third-party platform.

Step 3: Present the GCLID

Complete this: If you have access the Tag Manager of your client, then you. If not, it’s the web developer.

This JavaScript will allow you capture and store GCLID whenever a potential customer submits your website form.

Update the var GclidFormFields to include the ID of the field you added in Step 2. This is how the tag will appear in Tag Manager.

Step 4: Check to see if the system is working

Complete this sentence: Both you and your client

You have been informed by your client that the GCLID capture is complete. You should not rely on their word and continue.

Unfortunately, no. Before proceeding, it’s best to test the system.

Navigate to the website’s web form, add ?gclid=”test at the end of the URL and submit a fake form. You can also apologize to the sales staff for the fake lead.

If your client can recognize the “test” field in the Salesforce lead that you submitted, they will know the system is working correctly.

Step 5: Connect Google Ads with Salesforce

Complete this sentence: Your customer

Congratulations, your GCLID system is working properly!

It’s now time to connect Salesforce and Google Ads.

You will need the Salesforce login credentials of your client to complete this.

Log in to the Google Ads interface and select Tools and Accounts > Linked Accounts.

Enter your Salesforce username and password to authenticate.

Step 6: Configure conversion actions

Complete this sentence: You

You should align yourself with your client to determine which Salesforce milestones to import into Google Ads.

After linking, each Salesforce account has unique stages for lead and opportunity that will automatically display in the conversion/milestone action table.

Select Create New Conversion Action from the Conversion Actions column to the right of that milestone once you have agreed on milestones for import.

It will make it easier to identify the conversion actions when reporting if you add “Salesforce”.

Select your goals and actions and make sure you have selected the correct account and milestone.

If you are unsure of the value to use, I recommend selecting “Use the Opportunity Expected revenue from my Salesforce.com Account” as this will import Opportunity Expected revenues directly from Salesforce.com when available.

You can assign a default value when the item is not associated.

Step 7: Import!

Complete this sentence: Your new automated system

Click on the Salesforce account and then click Import Schedule.

You decide. You can now set up your account to automatically import Salesforce conversions on a schedule that you choose.

Monitor the import history for a couple of days. Navigate to Tools and Settings, Conversions, Salesforce and Import History. You’ll notice something similar.

You’re all set! GCLID data should begin flowing daily through Salesforce and into Google Ads.

Remember when I said it was safe for privacy?

You’ll see that there is no personal identifiable information (PII), when you download the results shown in the image.

The GCLID, conversion name/time/value and only the GCLID.

Google Ads now allows you to help your clients connect the dots and see which leads they paid for actually converted into revenue.

The post How do I import offline conversions from Salesforce to Google Ads? appeared first on Search Engine land.