NOTE: This feature is only available for clients that have successfully completed the Google Adwords integration.
The offline conversions will allow you to make a thorough follow up of your Adwords campaigns by helping you identify which are the campaings that generate
- High Quality Leads
- Leads that convert into sales
- Leads that don´t convert
When you rate leads on the Cliengo CRM, this will trigger a Lead Rating Conversion in Adwords.
For every lead that you rate, the conversion count in Adwords will be increased by one. The conversion will have an associated value, which will be increased in the same proportion as the rating it was given.
For instance, let´s say that we rated one lead with five stars. Our rating will trigger the conversion in Adwords and the count will be increased by 1. The conversion value, however, will increase by 5. If you had given that lead a 1-star rating, the conversion value would have been increased by 1.
Conversion Value= Total conversion count * Σ lead ratings
Why is this important?
The conversion value is an indicator on the lead quality we are getting. If the value is too similar to the conversion count, it means the majority of the ratings were 1 star ratings, and hence the leads are very poor. On the contrary if the conversion value is near 4 or 5 times the conversion count, it means that the majority of the leads got a 4 or 5 star rating, which means that the leads are of very good quality.
For instance: let´say a campaign generated 10 leads. You go into the CRM and after following up on those contacts, you give each one of them a 4-star rating. Your conversion count will be 10. Your conversion value will be 40, which is 4 times the conversion count which means the quality of the leads is very good.
Leads with and without sales
When we change a lead status to “Sale” or “No Sale” this will also trigger two separate conversions. Both conversions will have a conversion value equal to 1, as this is a qualitative change, so that the conversion count and the conversion value will always increase in equal proportions when a contact status is changed.
That is: when a contact is marked as “Sale” for instance, the “Leads with Sales” conversion in Adwords will increase by 1. The conversion value will also increase in one point.
View and use offline conversions in Adwords
These three conversions are excluded from the Conversions column by default. Follow these steps in order to be able to view and configure these conversions (valid for the new Adwords interface).
- Click on Settings, then Conversions
Now we will be able to see the three conversions, with their corresponding conversion count and value.
However, these conversions are not included in the Conversions view by default, so in order to be able to edit and use them in the Campaign, Adgroups or Keywords section you need to create custom columns that show this information.
Below, you can see an explanation of the steps that you need follow to visualize these new columns with the conversion information, using the Campaigns view as an example.
- Go to the Campaigns view, then click on the Columns icon, then Modify Columns.
- This will open the Modify Columns section. Scroll down at the bottom of the available options and select Custom Columns and then the “New Column” button.
- This will enable the Create Custom column section. Name your new column with a distinctive name that refers to the conversion for easier tracking.
- Then, click on the + Metric button , select the option Conversions and then All Conv.
- This will open another menu on the right. Select the option Conversions and then Conversion Action.
- Upon selecting this option, you will be able to see all the possible conversion actions available for the account.
- Select the conversion you want to add and then click on Save.
Now our new column will be available for selection in our column menu, so we can choose it and then click Apply.
Repeat this process to display the conversion results in the Campaign, Adrgroup or Keyword section.