{"id":220688,"date":"2021-02-16T08:22:31","date_gmt":"2021-02-16T08:22:31","guid":{"rendered":"https:\/\/www.geotelecom.mx\/?p=220688"},"modified":"2021-02-16T08:22:31","modified_gmt":"2021-02-16T08:22:31","slug":"ventas-offline-en-google-ads","status":"publish","type":"post","link":"https:\/\/www.geotelecom.mx\/en\/blog\/sales-offline-on-google-ads\/","title":{"rendered":"Measuring all our offline sales in Google Ads"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"220688\" class=\"elementor elementor-220688\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-59094d27 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no wpr-column-slider-no wpr-equal-height-no\" data-id=\"59094d27\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8314151\" data-id=\"8314151\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7d534283 elementor-widget elementor-widget-text-editor\" data-id=\"7d534283\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p>The Google Ads interface provides three fundamental methods to check if our offline sales in Google Ads are generating purchases in physical stores:<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/sales-offline-on-google-ads\/#Las_conversiones_desde_clic_en_tu_anuncio\" >Conversions from clicks on your ad<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/sales-offline-on-google-ads\/#Importando_ventas_offline_en_Google_Ads\" >Importing offline sales into Google Ads<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/sales-offline-on-google-ads\/#Las_conversiones_a_partir_de_llamadas\" >Conversions from calls<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.mx\/en\/blog\/sales-offline-on-google-ads\/#Importando_a_Google_Ads\" >Importing to Google Ads<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n\n<ol>\n<li><strong>Salesforce<\/strong>. In the case of using <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6299296\">Sales Cloud<\/a>.<\/li>\n<li><strong><a href=\"https:\/\/support.google.com\/google-ads\/answer\/9837650\">Zapier<\/a><\/strong>which allows you to automate many other CRMs.<\/li>\n<li>And finally, the <strong>import of conversions in Google Ads<\/strong>which is appropriate for the rest of the tracking systems. We will focus our post on this option, since it covers different possibilities:<\/li>\n<\/ol>\n\n<h2><span class=\"ez-toc-section\" id=\"Las_conversiones_desde_clic_en_tu_anuncio\"><\/span>Conversions from click-through to<strong> your ad<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>To measure correctly, Google Ads provides a <strong>Unique ID called GCLID<\/strong> for each click on an ad to our website. Therefore, it is logical to think that if we want to quantify offline sales, we have to <span class=\"has-inline-color has-dark-light-color\"><strong>capture or save this parameter<\/strong><\/span> along with any data on our potential customer.<\/p>\n\n<p>Later, if you end up completing the transaction, we will provide that reference to correlate the click with a conversion type and the date it occurred.<\/p>\n\n<p>In order to do so, it is essential:<\/p>\n\n<ul>\n<li>Have automatic tagging enabled in the account.<\/li>\n<li>Be aware of the conversion window of our product: <em>The longer the time between clicks and purchases, the longer we will wait to obtain the desired metrics.<\/em><\/li>\n<li><strong>Modify the web code to record the GCLID of the appropriate advertisement.<\/strong>. Here we stop, since there are different ways or formulas:\n<ul>\n<li>By means of plugins, for example in WordPress is used <a href=\"https:\/\/www.alimentoweb.com\/blog\/como-capturar-variables-utm-en-el-formulario-de-contacto-de-elementor\/\">this<\/a>.<\/li>\n<li>Or manually at crucial moments<em>:<\/em>\n<ol>\n<li>IN A <span class=\"has-inline-color has-beige-dark-color\">CONTACT VIA FORM<\/span>. <em>Including a hidden GCLID field to all websites with information request.<\/em><\/li>\n<li><strong><em>WHAT IF THEY JUST SAIL?<\/em><\/strong> <em>We update the code of each page just before the closing tag, to store it in a cookie or local space. <\/em><\/li>\n<\/ol>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n<p>In terms of implementation, here is a complete guide <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7012522\">in this link<\/a>including the option through Tag Manager.<\/p>\n\n<p>The last step will be to modify the <strong>Backend<\/strong> or CRM, so that when you receive the GCLID, you can store it along with other lead notes. The IT team will only need to add a custom field for storage. Normally, it is best to consult the relevant system integration guide.<\/p>\n\n<h3><span class=\"ez-toc-section\" id=\"Importando_ventas_offline_en_Google_Ads\"><\/span>Importing offline sales into Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<ul>\n<li>Information of at least one additional day on each import.<\/li>\n<li>No personal references.<\/li>\n<li>Format of the time zone according to the parameters of <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7014069#zippy=%2Cconversiones-atribuidas-externamente\">this link<\/a>.<\/li>\n<li>A <strong>row for each transaction<\/strong>. Counting obligatorily with:\n<ul>\n<li><em>Google Click ID<\/em><\/li>\n<li><em>Conversion Name<\/em><\/li>\n<li><em>Conversion Time<\/em><\/li>\n<li>The <em>Conversion Value<\/em> and the <em>Currency Conversion<\/em> is totally optional, the ideal is to complete them in order to manage Smart Bidding strategies in the future, such as ROAS.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n<p>We can upload it only once, in <strong>conversions &gt; uploads &gt; + &gt; source &gt; upload a file<\/strong>or program it later in <strong>programming &gt; source. <\/strong><\/p>\n\n<p>It takes about three hours to be reflected in the account. You will verify it by means of the column <strong>'All conv. (per conv. moment)'<\/strong>The only one to record the total number of conversions per specific day.<\/p>\n\n<p>Obviously, working with a CRM will facilitate the whole process, but it is not essential. Compiling everything previously mentioned, it is a matter of dumping it in a template. <a href=\"https:\/\/www.gstatic.com\/conversiontracking\/externally-attributed-conversion-import-template.xls\">Excel<\/a>, <a href=\"https:\/\/www.gstatic.com\/conversiontracking\/externally-attributed-conversion-import-template.csv\">CSV<\/a> u <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/14sAuUIuI5uJAp2xfxa5ODXhm3EZ6uMAGIaUfsdQAgQI\/edit#gid=1008980182\">Spreadsheet<\/a> if time is not an impediment.<\/p>\n\n<h2><span class=\"ez-toc-section\" id=\"Las_conversiones_a_partir_de_llamadas\"><\/span>Conversions from calls<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n<p>By importing to the Google Ads interface, we will be able to document offline sales in Google Ads by calls: <em>the origin of these leads (which ads or keywords generate quality leads, or the opposite). <\/em><\/p>\n\n<p>Before we begin:<\/p>\n\n<ul>\n<li>Make sure, as a minimum, to have the call extensions in operation. Of course, it is also possible to implement call measurement from the web site.<\/li>\n<li>Tracking the details of these phone calls <em>(start time, caller number, which ones generate sales)<\/em>. As we explained in the previous point, with a CRM, much better ... and if it also has the functionality <strong>Web to Lead<\/strong>... you'll be really happy! In this way, a different entry will be created for each form, fully categorizable and traceable.<\/li>\n<\/ul>\n\n<h3><span class=\"ez-toc-section\" id=\"Importando_a_Google_Ads\"><\/span>Importing to Google Ads<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n<p>CONVERSIONS &gt; IMPORT &gt; OTHER DATA SOURCES OR CRM'S &gt; CALL CONVERSION TRACKING<\/p>\n\n<ul>\n<li>It cannot be deleted once uploaded, so it is best to check the file several times.<\/li>\n<li>Format of the time zone according to the parameters of <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6275629#prepare_data&amp;zippy=%2Cpaso-crea-una-acci%C3%B3n-de-conversi%C3%B3n-en-google-ads%2Cpaso-configura-la-etiqueta-de-seguimiento-de-conversiones-solo-para-llamadas-desde-sitios-web%2Cpaso-a%C3%B1ade-el-c%C3%B3digo-para-sustituir-el-n%C3%BAmero-por-un-n%C3%BAmero-de-desv%C3%ADo-de-llamadas-de-google-solo-para-llamadas-desde-sitios-web%2Cpaso-prepara-los-datos-para-importarlos\">this link<\/a>.<\/li>\n<li>A <strong>row for each lead<\/strong>. Counting obligatorily with:\n<ul>\n<li><em>Caller's Phone Number<\/em><\/li>\n<li><em>Call start time<\/em><\/li>\n<li><em>Conversion name (following the same spelling as in Google Ads)<\/em><\/li>\n<li>Conversion Time<\/li>\n<li>The <em>Conversion Value<\/em> and the <em>Currency Conversion<\/em>Again, it is optional.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n<p>Similarly, if we have to do tedious work because we do not have a CRM, the templates for this type of measurement are: <a href=\"https:\/\/www.gstatic.com\/conversiontracking\/call-conversion-import-template.xls\">Excel<\/a>, <a href=\"https:\/\/www.gstatic.com\/conversiontracking\/call-conversion-import-template.csv\">CSV<\/a> u <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1T1kh6koOeoPxww20s3aRYv6jZhW70O2ZG9ciyx6H7iU\/edit?usp=sharing\">Spreadsheet<\/a>.<\/p>\n\n<p>Finally, we must ensure that we provide users with clear and complete documentation about all the data we collect on the website, and then also obtain their express consent.<\/p>\n\n<p><em>And in your case, have you thought about assessing the omnichannel nature of your eCommerce, are you tying up all the loose ends, or are you missing information? <\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>There are three methods to measure our offline sales in Google Ads for physical stores. If they are everywhere, why not you?<\/p>","protected":false},"author":42,"featured_media":220722,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":"","_members_access_role":[],"_members_access_error":""},"categories":[26],"tags":[234,76],"class_list":["post-220688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","tag-google-ads","tag-marketing-digital-2"],"_links":{"self":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/220688","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/users\/42"}],"replies":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/comments?post=220688"}],"version-history":[{"count":0,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/posts\/220688\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media\/220722"}],"wp:attachment":[{"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/media?parent=220688"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/categories?post=220688"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.geotelecom.mx\/en\/wp-json\/wp\/v2\/tags?post=220688"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}