Google AdWords’ Breakthrough Feature Makes Offline Conversion Optimization A Reality

Yesterday, Google announced a new offline conversion tracking feature that will likely change the way lead generation campaigns are tracked, measured and optimized. Companies that run lead generation campaigns on Google AdWords have long been challenged by the fact that optimization signals stopped at the lead capture. Up to now, it was impossible to optimize […]

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google-adwords-square-logoYesterday, Google announced a new offline conversion tracking feature that will likely change the way lead generation campaigns are tracked, measured and optimized.

Companies that run lead generation campaigns on Google AdWords have long been challenged by the fact that optimization signals stopped at the lead capture. Up to now, it was impossible to optimize campaigns based on the actual quality and close-rate of those leads.

Google’s new feature allows companies to integrate Google AdWords with any number of CRM and marketing automation platforms, including Salesforce, SugarCRM and Marketo, and upload offline conversion event data from their PPC leads back into AdWords. Campaign managers can then optimize campaigns based on data that encompasses the entire sales funnel, not just the initial lead capture.

To learn more about how offline conversion tracking works, read our article on Search Engine Land: AdWords Debuts Offline Conversion Tracking For Full Sales Cycle Optimization.


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About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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