Unlocking the Power of Offline Conversion Tracking: Understanding Your Customers' Complete Journey

As a business owner, it's important to track your customers' actions after they click on your Google advert. This is where offline conversion tracking comes in. It allows you to record customer actions that result in them purchasing over the phone or (if you’re really clever) in person at your store, giving you a more complete view of your conversions both online and offline.

At Glow Digital Marketing, we offer different ways to import data for offline conversion tracking within Google Ads. We use Google Ads' own conversion import system, which imports data from both conversions that start with a click and conversions that start with a phone call from your advertisement.

Alternatively, you can use popular CRM platforms like Salesforce to see whether a sale was led via an initial ad click. You can also use Zapier and HubSpot's Google Ads optimisation tool to upload offline conversion data.

So what are the benefits of offline conversion tracking?

Firstly, it gives you more insight into your conversions. When you only see the data obtained from the ad interaction itself, you have a limited view of the whole customer journey. By introducing offline conversion tracking, you gain more visibility for your conversions and how they were made.

Secondly, offline conversion tracking helps you understand your customer's behavior. By gaining a higher level of insight into your customer's conversion journey, you can understand more about their habits and behavior when engaging with your business. This can help you navigate your marketing strategy and identify what they engage with most.

Finally, offline conversion tracking can help you identify your most cost-effective conversions. By using more accurate data, you can identify the campaigns that are performing highly and up-weight their budget, while reducing the budget for campaigns that are underperforming in comparison.

For example, let's say you're a hotel owner and you run ads for your hotel on Google Ads. A customer clicks on your ad and has a look at your website, but ultimately they want the personal touch, so they decide to book a room over the phone instead of online. With offline conversion tracking, you can record this action and attribute it to the ad, giving you a more complete view of your conversions. By analysing this data, you may find that customers who book over the phone tend to book longer stays and spend more money overall. Armed with this information, you can adjust your marketing strategy accordingly to target this customer demographic or segment more effectively.

If you need assistance with your Google Ads strategy, have a chat with George. Glow Digital Marketing can help. Contact us today to get started or simply to ask some burning questions.