11.2 C
Washington
Monday, May 23, 2022
spot_img

Google Ads Has A New Way To Measure Offline Leads Via @sejournal, @brookeosmundson

Date:

Share:

As a marketer, understanding how your leads convert is crucial.

It’s easy to have a disconnect between capturing a user’s information online as a lead, and the end result of converting them to a customer.

Whether you’re in B2B or B2C, you’ve probably been met with this struggle before.

Last year, Google introduced Enhanced Conversions for web, which benefitted a lot of online stores and ecommerce transaction. Now, Google has a solution for lead generation businesses.

Google is introducing a solution to help advertisers measure offline conversions: enhanced conversions for leads.

We’ll explore how the technology works and how you can start implementing it right away.

What Are Enhanced Conversions?

Enhanced conversions is a tool you can use with existing conversion tags in Google Ads to make conversion measurement more accurate.

You can set up enhanced conversions measurement within Google Ads or Google Tag Manager.

Enhanced conversions utilizes your existing Google Ads tag, which then sends secure first-party conversion data to Google in a safe, private way.

How does this work?

Information you receive from a lead online (email, name, address, etc.) is hashed and sent to Google. This information is then used to enhance your conversion measurement.

Google uses a secure hashing algorithm called SHA256, which is a one-way data send.

Hashed data means peoples’ information is secure, private, and anonymized.

Enhanced conversions for leads is slightly different from enhanced conversions for web.

The main differences of enhanced conversions for leads include:

  • Improves measurement of offline transactions that originally came from a website lead or visitor.
  • When uploading lead data, the provided hashed information is attributed back to the corresponding Google Ads campaign

Google provided a helpful visual for you to understand the process.

Steps on how enhanced conversions for leads work in Google AdsImage credit. Support.google.com, March 2022

In order for enhanced conversions to be set up, you need to have specific customer information. Google requires at least one of the customer data pieces:

  • Email address (preferred)
  • Name and home address
  • Phone number (this must be provided in addition to one of the other attributes)

Benefits Of Enhanced Conversions

If you’re in the lead gen space, you may want to think about adopting this feature. There are many benefits to setting up enhanced conversions. Some of the main benefits include:

  • Easier set-up
  • Better performance
  • Flexible implementation

Because there is no need to modify or change your CRM system, set-up for enhanced conversions is easier.

You can configure within your Google Ads or Google Tag Manager account. Whichever way you choose to set these up, it requires only slight configuration changes.

To set up enhanced conversions in Tag Manager, instructions can be found here.

If you don’t utilize Tag Manager but have a Global Site Tag, implementation instructions are provided here.

Summary

We live in a multi-touch and multi-influence world. If you’re still relying on last-click attribution, you may benefit from this new feature.

With the additional data points, you’ll be able to optimize campaigns for sales that happen off your website.


Source: Google Ads Help

Featured Image: Lightspring/Shutterstock

FREE GIFT







more like this

MN Gordon’s Wealth Prism Letter

 Buy Now   While the left-wing media lies to you and tries to distract you with fear mongering… While they slander anyone who questions the blatant election...

You Will Always Find New Ideas About Seo

The Internet is a lot like the worlds largest corn maze. With so many approaches to increase your site rankings, they are able to set out to look alike. Though, with patience and observation, you are able to really start to understand them. In this article, you will find many helpful suggestions.If you develop SEO…

Building Your Small Business Through Successful E-mail Marketing

With all the advent of the world wide web, businesses can reach more customers than previously. Email promoting is a way to generate leads and contact existing customers. Utilize the information in the following tips to learn how to harness the effectiveness of this proven marketing technique to your business.Limit your message to a single…

Social Media Marketing Mastery 2019:3 BOOKS IN 1-How to Build a B

 Buy Now  Price: 626 USDSocial Media Marketing Mastery 2019:3 BOOKS IN 1-How to Build a B eBay Book
spot_img

LEAVE A REPLY

Please enter your comment!
Please enter your name here