How to track Google Ads conversions offline with GCLID

How to track Google Ads conversions offline with GCLID


The month of January is commonly referred to as “Leadgenuary” (Leadgen + January) by Google since it is the month of the year when we record the most conversions for advertisers geared towards generating leads. Unlike e-merchants, their Google Ads ads do not always generate immediate transactions. The Internet user can in fact opt ​​for a phone call (outside the tracked call channel), a face-to-face meeting or even a visit to the store. It is therefore essential to be able to account for the purpose of what occurs offline to refine the calculation of your ROI and thus benefit from a more precise vision of the performance of your campaigns.

Google Ads offline conversion tracking feature

For each click made on an advertisement, Google assigns a unique identifier called GCLID (Google Clic ID). It identifies an Internet user who has visited your website through a Google Ads ad. Example of a URL with this parameter: https://www.1ere-position.fr?gclid=XRwbys4T_ZhDGMiEFBpeDaqQ-x

The GCLID is used to link conversion data between Google Ads and Google Analytics or a customer relationship management tool. This will allow you to benefit from the following advantages:

  • Track almost all offline conversions
  • Identification of the most profitable stocks
  • Orientation based on relevant results or income
  • Interconnection with a third-party analysis tool or a CRM
  • Using automated bidding strategies from offline action*

It is important on this last point to go up the offline conversion values ​​in Google Ads to improve the directions taken by the algorithm and allow it to find similar high quality prospects.

This identification method is also used by Facebook with its FBCLID, and Microsoft with MSCLID.

Setting up offline conversion tracking on Google Ads

  • To set up offline conversion tracking, you need to:
  • activate automatic tagging which allows, in particular, to import conversion data from your customer relationship management system (CRM)
  • create at least one conversion action to import
  • be able to modify the code of all your pages in order to retrieve the GCLID added to your URL

have a prospect management system (CRM) in order to record the GCLID and the information collected on the site

Enabling automatic tagging

Behind the concept of automatic tagging hides the so-called GCLID. Once activated, it will automatically be added to your landing page URL for every user who interacts with one of your ads.

»Go to Settings Account settings Auto tagging

Editing web pages

 <form action="" name="myForm">
    Name: <input type="text" name="name">
    <input type="hidden" id="gclid_field" name="gclid_field" value="">
    <input type="submit" value="Submit Form" name="btnSubmit">
 </form>

You must modify each lead submission form page to add a hidden field for the GCLID. It will suffice to insert the following tag (hidden field) between the tags (form):

  • It is then a question of adding a script making it possible to collect and store the identifier either in a cookie or in a local storage space: Method 1
  • : Via a “Custom HTML Tag” in Google Tag Manager Method 2

: Before the tag of each web page (not just the landing page). It must be integrated into the page template or a global element (eg footer) so that it appears on all new pages and does not miss any conversion.

Here is an example of a script to adapt by adding the list of all field IDs created previously:

function
getParam (p) { var[?&]match = RegExp (‘[^&]’+ p +’ = (
*) ‘). exec (window.location.search); return[1]match && decodeURIComponent (match
.replace (/ + / g, ”));
} function
getExpiryRecord (value) { var expiryPeriod = 90 * 24 * 60 * 60 * 1000; //
Expiration period corresponding to 90 days in milliseconds var
expiryDate = new Date (). getTime () + expiryPeriod;
return {
value: value,
expiryDate: expiryDate
};
} function
addGclid () { var
gclidParam = getParam (‘gclid’); var [‘gclid_field’, ‘foobar’]gclidFormFields = ; //
Add here all possible GCLID form field IDs var
gclidRecord = null; var
currGclidFormField; var
gclsrcParam = getParam (‘gclsrc’); var
isGclsrcValid =! gclsrcParam || gclsrcParam.indexOf (‘aw’)! == -1;
gclidFormFields.forEach (function (field) { yew
(document.getElementById (field)) {
currGclidFormField = document.getElementById (field);
}
}); yew
(gclidParam && isGclsrcValid) {
gclidRecord = getExpiryRecord (gclidParam);
localStorage.setItem (‘gclid’, JSON.stringify (gclidRecord));
} var
gclid = gclidRecord || JSON.parse (localStorage.getItem (‘gclid’)); var
isGclidValid = gclid && new Date (). getTime () <gclid.expiryDate; yew
(currGclidFormField && isGclidValid) {
currGclidFormField.value = gclid.value;
}
}

window.addEventListener (‘load’, addGclid);

Import offline conversions

How to track Google Ads conversions offline with GCLID

Finally, it involves importing offline conversions data into Google Ads with detailed information that may include the time and value of the conversion aimed, once again, at evaluating the impact of the campaigns on the offline activity. line.

»Go to Tools and Settings Conversions Imports

  • There are several ways to import your offline conversions into Google Ads: Method 1
  • : Manually via a CSV file, Microsoft Excel or Google Sheet Method 2
  • : Scheduled via Google Sheet, HTTPS or SFTP. The Zapier tool can help you import your data from a compatible CRM to Google Sheet. Method 3

: Automated via Google Ads API, Salesforce or Zapier.

Test automatic tagging

It is possible to test the automatic tagging of your pages directly from the Development Tools of your internet browser. By going to the “Network” tab you will be able to consult the HTTP requests for a page being loaded.

Copy and paste your URL into the in the address bar of your browser. Before loading the page, add an automatic labeling test parameter (for example, gclid = TeSter-123). You will thus obtain a complete URL: https://www.1ere-position.fr/?gclid=TeSter-123. Check the network queries to load. If the final URL doesn’t include a tracking parameter, your website doesn’t allow automatic tagging to work.

Google OCI Helper helps you with your imports

  • Google has launched a new tool to help you import your offline conversion data into Google Ads. Through this tool, Google aims to help you:
  • in each step of the project management relating to the import of offline conversion data

to provide your “first-party” data to better target and measure your offline conversions

How to track Google Ads conversions offline with GCLID

This tool is available at https://ocihelper.withgoogle.com/. Google will ask you to answer a few questions in order to confirm the compatibility of your account, to indicate the follow-up solutions, to define the path from prospects to sales, and to identify the team that will help you with the implementation. work.

Google Click IDs and GDPR

No identifying data is available directly through the Google Ads console. However, identification is possible once the click ID is associated with your customer relationship management system. You must therefore submit to the General Data Protection Regulations (RGPD) to avoid any financial penalties from the CNIL.

If the user’s consent is not obtained then the url of the landing page must not contain a GCLID and the identifier on click cannot be transmitted to the CRM.

  • If consent is obtained, certain personal data that you transmit to Google will have to be encrypted using the SHA-256 algorithm:
  • customer’s email address
  • customer phone number

customer’s first and last name

Ask our experts for your omnichannel strategy

Using all the channels at your disposal to capture your target is good. Having a transversal vision of the impact of your digital strategy in the acquisition of new prospects or customers is better. Call on 1ère Position, an SEA agency that will deliver results to your omnichannel strategy.

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