Today’s marketers and business owners face the challenge of navigating a highly fragmented digital marketing landscape, where customers have access to multiple channels to interact with companies. In this article, you’ll discover how to track offline conversions in Google Ads using Zapier, a powerful automation tool. By integrating Google Ads with Zapier, you can gain valuable insights into the effectiveness of your online advertising campaigns and make data-driven decisions to optimize your marketing strategies.
Track offline conversions in Google Ads with Zapier
Today’s marketers and business owners have their work cut out for them. The average customer uses 10 different channels to communicate with companies, which means the digital marketing landscape is more fragmented than ever. With so many touchpoints and interactions happening online and offline, it can be challenging to track the success of online campaigns and understand their full impact. That’s where Zapier comes in.
The challenges of the digital marketing landscape
In the digital marketing landscape, businesses face several challenges when it comes to tracking the success of their online campaigns. First, there are numerous platforms and tools available, each with its own tracking capabilities and metrics. This can make it difficult to consolidate data and get a comprehensive view of campaign performance.
Second, customers are interacting with brands across multiple channels and devices. They might see an ad on their mobile phone, visit the website on their desktop computer, and make a purchase in-store. Connecting these offline interactions to online campaigns can be complex and time-consuming.
Lastly, measuring the impact and ROI of online campaigns is crucial for optimizing ad spend and budget allocation. Without accurate and reliable tracking, businesses may be wasting resources on underperforming campaigns or missing out on opportunities to scale successful ones.
The importance of tracking offline conversions
When it comes to measuring the success of online campaigns, tracking offline conversions is essential. Offline conversions refer to actions that customers take outside of the digital realm, such as phone calls, in-store purchases, form submissions, and lead generation.
By tracking these offline conversions, businesses can gain a holistic view of their campaign performance and understand the full impact of their online efforts. This data can then be used to optimize ad spend and budget allocation, improve campaign performance, and make data-driven decisions.
What is Zapier?
Zapier is a web-based automation tool that connects different apps and platforms, allowing them to work together seamlessly. With Zapier, you can automate repetitive tasks and workflows, saving time and increasing productivity. It integrates with over 2,000 apps, including Google Ads, making it an invaluable tool for marketers.
One of the powerful features of Zapier is its ability to track offline conversions in Google Ads. By connecting Google Ads with other apps and platforms, you can capture data from various offline conversion events and import it into Google Ads for analysis and optimization.
Why track offline conversions in Google Ads?
Tracking offline conversions in Google Ads offers several benefits for businesses looking to optimize their online campaigns.
Understanding the full impact of your online campaigns
By tracking offline conversions, you can determine the full impact of your online campaigns. You’ll be able to see which ads and keywords are driving phone calls, in-store purchases, form submissions, and lead generation. This data provides valuable insights into customer behavior and helps you understand how your online efforts translate into offline actions.
Optimizing ad spend and budget allocation
Tracking offline conversions allows you to allocate your ad spend and budget more effectively. By identifying which campaigns and keywords lead to the most valuable offline conversions, you can optimize your budget and focus on the strategies that drive the greatest return on investment (ROI). This helps you avoid wasting resources on underperforming campaigns and maximize the impact of your ad spend.
Improving campaign performance and ROI
By analyzing the data from tracked offline conversions, you can identify trends and patterns that can help you improve your campaign performance. For example, you might discover that certain ads or keywords are particularly effective at driving phone call conversions, while others excel at generating in-store purchases. Armed with this information, you can make data-driven decisions to optimize your campaigns, increase your ROI, and drive more offline conversions.
Setting up Google Ads and Zapier integration
To start tracking offline conversions in Google Ads with Zapier, you need to set up the integration between the two platforms. Here’s a step-by-step guide to help you get started:
Creating a Zapier account
The first step is to create a Zapier account if you don’t already have one. Simply visit the Zapier website and sign up for an account. There is a free plan available, as well as paid plans with more advanced features.
Connecting Google Ads and Zapier
Once you have a Zapier account, you’ll need to connect Google Ads. Zapier provides pre-built integrations for many popular apps and platforms, including Google Ads. Simply search for Google Ads in the Zapier app directory and follow the prompts to connect your Google Ads account to Zapier.
Setting up a trigger for offline conversions
After connecting Google Ads, you’ll need to set up a trigger that will capture offline conversion events. This could be a phone call, in-store purchase, form submission, or lead generation event. Zapier provides a wide range of triggers to choose from, so you can customize the setup to fit your specific needs.
Mapping data fields
Once the trigger is set up, you’ll need to map the data fields from the offline conversion event to the corresponding fields in Google Ads. This ensures that the data is imported accurately and can be used for analysis and optimization. Zapier provides an intuitive interface for mapping data fields, making the process quick and easy.
Testing and troubleshooting
Before you start tracking offline conversions, it’s important to test the setup and make sure everything is working correctly. Zapier provides testing and troubleshooting tools to help you identify and resolve any issues. Once the setup is tested and validated, you’re ready to start tracking offline conversions in Google Ads.
Tracking offline conversions with Zapier
Now that the integration between Google Ads and Zapier is set up, you can start tracking offline conversions. Here are some examples of offline conversion events that you can track using Zapier:
Tracking phone call conversions
If your business relies on phone calls, you can use Zapier to track phone call conversions. For example, you can set up a trigger that captures data from your call tracking software whenever a phone call is made. This data can then be imported into Google Ads, allowing you to track the success of your ads and keywords in driving phone call conversions.
Tracking in-store purchases
If you have a brick-and-mortar store, you can track in-store purchases using Zapier. For example, you can set up a trigger that captures data from your point-of-sale system whenever a purchase is made. This data can then be imported into Google Ads, allowing you to track the impact of your online campaigns on in-store revenue.
Tracking form submissions
If your business collects leads or inquiries through online forms, you can track form submissions using Zapier. For example, you can set up a trigger that captures data from your form builder whenever a form is submitted. This data can then be imported into Google Ads, allowing you to track the success of your ads and keywords in generating form submissions.
Tracking lead generation
If your business relies on lead generation, you can track lead generation events using Zapier. For example, you can set up a trigger that captures data from your lead generation software whenever a new lead is generated. This data can then be imported into Google Ads, allowing you to track the impact of your online campaigns on lead generation.
Using tracked offline conversions in Google Ads
Once you have tracked offline conversions using Zapier, you can use the data in Google Ads to analyze campaign performance and make data-driven decisions. Here are some ways you can use the tracked offline conversion data:
Importing offline conversion data
Zapier automatically imports the tracked offline conversion data into Google Ads, allowing you to view and analyze it alongside your online conversion data. This provides a comprehensive view of your campaign performance and allows you to understand the full impact of your online efforts.
Analyzing campaign performance
With the offline conversion data in Google Ads, you can analyze the performance of your campaigns, ads, and keywords in driving offline conversions. You can compare the success of different campaigns and identify the strategies that are most effective at driving phone calls, in-store purchases, form submissions, and lead generation. This information can inform your optimization efforts and help you allocate your budget more effectively.
Making data-driven decisions
By analyzing the tracked offline conversion data, you can make data-driven decisions to optimize your campaigns. For example, if certain ads or keywords are performing particularly well in driving phone call conversions, you can increase your bids or allocate more budget to those strategies. Conversely, if certain ads or keywords are underperforming in generating in-store purchases, you can adjust your targeting or messaging to better resonate with your target audience. The data provides valuable insights that can guide your optimization efforts and drive better results.
Best practices for tracking offline conversions
To ensure accurate and reliable tracking of offline conversions with Zapier and Google Ads, here are some best practices to keep in mind:
Ensure accurate and consistent data
To get meaningful insights from your tracked offline conversions, it’s crucial to ensure that the data is accurate and consistent. Make sure that the triggers set up in Zapier capture all the necessary data fields and that the mapping of data fields is correct. Regularly review the data to identify any discrepancies or errors and take the necessary steps to address them.
Implement proper attribution modeling
Offline conversions often involve multiple touchpoints and interactions, both online and offline. Implementing proper attribution modeling allows you to assign credit to each touchpoint along the customer journey, giving you a clearer picture of the impact of your online campaigns. Consider using tools or methodologies that can help you accurately attribute conversions to the appropriate ads, keywords, and campaigns.
Regularly review and analyze data
Tracking offline conversions is an ongoing process, and it’s important to regularly review and analyze the data to identify trends and patterns. Set up regular reporting and analysis processes to keep track of your campaign performance and identify areas for improvement. This allows you to make data-driven decisions and optimize your campaigns based on the insights uncovered.
Optimize campaigns based on insights
The ultimate goal of tracking offline conversions is to optimize your campaigns and drive better results. Use the insights gained from analyzing the tracked offline conversion data to inform your optimization efforts. Make adjustments to your targeting, messaging, bidding, and budget allocation based on the data to maximize the impact of your campaigns and drive more offline conversions.
Tracking offline conversions in Google Ads with Zapier is a powerful tool for marketers and business owners. By connecting Google Ads with other apps and platforms, you can capture data from various offline conversion events and import it into Google Ads for analysis and optimization. This allows you to understand the full impact of your online campaigns, optimize your ad spend and budget allocation, and improve your campaign performance and ROI. With Zapier and Google Ads, you can unlock the power of offline conversions and take your digital marketing efforts to the next level.