How to reach your customers effectively? A million-dollar question indeed; so many rigorous marketing techniques arise in digital marketing, but a perfect integration of online and offline methods would be the optimal solution. Google ads don’t track store visits, phone calls, and CRM data. If a customer enters the website and calls the sales department instead of filling out the form, the marketing team would face difficulty as the conversion cannot be tracked, or they will be unable to retarget them as the data goes missing.
Sometimes if a business has a physical store, customers may find your Google ad and visit directly. In all these cases, your ad is effective, but you cannot track them accurately. Besides, privacy regulations and pixel/ cookie tracking limitations may stop you from getting 100% adequate data. Offline conversion tracking may help in this situation.
Google offline tracking tool is a highly recommended tool that allows you to add external data to your tracking system. Let’s discuss how that works :
The first step is enabling auto-tagging; by doing this, you will get a GCLID for every ad click. So when users click on an ad and fill out a form on your site, they become a lead for your company. You can also keep the GCLID with the lead information in your CRM platform. Google Ads allows you to upload conversion action information, such as GCLIDs, sales information, or any other data you collect after collecting the lead. After uploading high-quality leads or sales into your Google Ads account, you can further optimize it with Google’s Smart bidding tools. Additionally, conversion tracking increases profits, reduces CPA, and improves the quality of your leads.
Tracking offline conversions can be beneficial for many businesses. A bike dealer might run several advertising campaigns to generate leads, such as test drive sign-ups and quotation requests. A couple of weeks later, these ads generate clicks and impressions that lead to in-person visits to the dealership. A conversion can still be considered an online campaign outcome, even if it occurs in person.
Many efficient digital marketing companies could help track offline leads and help the business. PPC marketing is a vital part of digital marketing. Consult an expert in PPC marketing in Kerala to accelerate your business.