Improved conversions for leads – New in Google Ads

Google Ads has recently launch a new feature to measure offline leads: Enhanc Conversions for Leads .

Thanks to this feature, measuring contact forms and how they convert into sales thanks to Google Ads will be easier for all of us who use this advertising platform. In this post I explain how they work and how you can take advantage of them.

Introduction to improv conversions for leads

As a marketing professional or if you manage your own campaigns, you are probably interest in tracking the contacts or leads that are generat online on your website and how they become customers outside the website, for example, via phone or email.

And while measuring an online action such as a form is relatively easy, when the sale is generat offline there is often a disconnect in the follow-up of that lead, when in reality the sale is the most valuable part of the process. In addition, in many cases when working only with leads, if they are of low quality and we optimize the campaigns only for them (because we have no other better data), what happens is that this optimization makes it difficult to improve sales results. , both B2B and B2C.

And this is applicable to all types of businesses

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Enhanc Conversions

A few months ago, Google launch “  ” for the web. This feature was focus on online stores and e-commerce websites and, while it can also be appli to lead businesses , it actually serves to measure and optimize an action that we measure online (for example, a contact form or a purchase).

Now, thanks to the new solution “ Enhanc conversions for leads ” , Google wants to help us also measure offline conversions that come from those leads and optimize campaigns accordingly.

Let’s take a look at how this technology works, how it differs from enhanc conversions for the web, and how we can implement it.

What are Enhanc Conversions (for Web)?

Enhanc conversions use the existing Google Ads tracking tag to securely and encryptly send data such as email, phone number, full name and address provid by a user who completes an online conversion (contact form or purchase) to Google. This can be configur in the Google Ads tag itself or done through Google Tag Manager.

How do Enhanc Conversions (for web) work?

Let’s suppose that a user is making a purchase in an online store. They will have to go through a form in which they will have to you must know that greater the detailing leave us their data. We temporarily store some identifying data (email, telephone number or full name + address, although the email alone is sufficient)

Google then checks whether there is a connection between this data and the users identifi in its system who have click on our ad (there is a large percentage of people who browse the site identifi with their Google account). In this way, if the traditional conversion cannot be measur due to the user’s refusal to use cookies, Google can assign it through the “first-party” data that we have sent. This provides 3 important improvements:

• It increases the accuracy of our conversion measurement in Google Ads by allowing us to record conversions that would not have been measurable otherwise.
• It allows us to better optimize bids when using smart bidding systems, since the system has more conversions and, therefore, the conversion data is more reliable.
• Protects the privacy of users’ own data with hash encryption .

What’s new in Google Ads’ new enhanc lead conversions?

New enhanc lead conversions are handl a little differently:

• They are focus on measuring sales or transactions that occur outside the web ( offline ) and that have been generat marketing list from online leads .
• First, lead data is sent to Google and then sales data is upload, with the advantage that we do not have to identify which advertising click identifiers (gclid) have generat those leads, as was the case until now, but only upload the user data (email, phone number or full name + address). This data is us to attribute sales conversions to Google Ads campaigns.

How do enhanc lead conversions work?

Google provides us with an explanatory image of the process:

1. The user clicks on an ad and arrives at the website.
2. The user finds out about our product or service and uses the contact form.
3. The user fills out the contact form, thus becoming a potential client or lead . The website sends some of the user’s personal data (email, email + phone number, full name + address) to Google in an encrypt and secure manner.
4.  We save the lead information in our CRM as part of the follow-up process (if you don’t use a CRM, then use Excel or the system in which you save and manage contacts).

Benefits of improv conversions for leads

• It is easier to configure than the system we us until now, since we do not ne to know the click identifier (gclid) that generat the lead, something that is technically not easy to record .
• It will allow us to optimize campaigns for sales (final step of the conversion funnel), instead of for leads ( intermiate or advanc step).
• The technical implementation can be carri out either with the global website tag or with Google Tag Manager.
• We don’t have to change anything in our CRM. However, if we want this to be done automatically, the ideal is to program our CRM so that every time a sale is made, it sends the offline conversion to Google Ads (this is done through the Google Ads API). As it can be technically expensive, the easy alternative is to manually upload this data to Google Ads using a Google spreadsheet.