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Offline Conversion Tracking: Enhanced Conversions for Leads

Last Modified on December 20, 2023

Looking for a way to track offline conversions?

Ads can be an effective tool for increasing sales. However, there are cases where an ad doesn’t directly lead to an online sale as conversions can also happen offline.

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For such business models, enhanced conversions for leads could come in handy since this feature uses data from your website to measure sales that happen in the offline world. This allows you to have a better understanding of the impact of your advertising.

Since enhanced conversions for leads is a relatively new feature, we’ve broken down the process step-by-step to help you configure offline conversion tracking.

Here is an overview of what we’ll cover:

Let’s dive in!

Offline Conversion Tracking

Let’s set the scene of how conversions can be made offline.

A user is surfing the internet, stumbles upon your ad, then decides to click on it. After browsing your webpage, they submit a lead form.

Later, they go to your physical store and buy a product or get your services delivered – for example, purchasing a car or getting beauty services done.

Offline conversion example

Since your ad resulted in a conversion, you’d need to find a way to import it to your account. By importing offline conversions, you can measure what happens in the offline world after your ad results in a click.

If you’ve already looked into offline conversion imports, then you might have already heard of tracking offline conversions from imports using the Google Click Identifier (GCLID).

This guide will focus on discussing the recently introduced enhanced conversions for leads, which is another way of tracking offline conversions through Google Ads conversion import.

This method is easier than using conversion from clicks using GCLID since it uses information that was already captured in your lead forms to measure conversions.

Compared to the standard version of offline conversion tracking, it does not require you to modify your lead forms or customer relations management (CRM) systems. This allows you to conveniently set up everything without asking a developer for help.

Conveniences in using enhanced conversions for leads

How does it work? A user clicks on your ad and goes to your webpage. After submitting a lead form, the user data will be uploaded to your Google Ads account. 

Later, the same user goes to your store and buys a product or service. For Google Ads to know that this is the same customer, we have to first upload this customer’s data. Google Ads then matches this to existing user data so that the conversion can be recorded.

Technical overview of enhanced conversions for leads

To implement enhanced conversions for leads, you would need to set up your webpage with a lead form, have Google Tag Manager installed on your website, and have a Google Ads account.

Setting Up a Conversion in Google Ads

The first step is to set up a conversion action in your Google Ads account.

Go to Tools and SettingsMeasurementConversions.

Accessing conversions settings in Google Ads

Click on New conversion action.

Creating a new conversion action

Next, we’ll select the kind of conversions we want to track. In our case, it is Import.

Importing data from other sources

Next, select Other data sources or CRMsTrack conversions from clicks. Then, click Continue.

Tracking conversions from clicks

We should then select the goal and action optimization category for this conversion action. The ones of interest to us are the qualified lead and converted lead.

A qualified or interested lead helps track Google-generated leads that have also been further qualified in your CRM.  On the other hand,  converted leads are the leads that have completed a certain step in the lead conversion process – be it a closed dead or a sale.

For our example, let’s consider the offline conversion we want to track to be in-house training. This essentially is a sale, so we select converted leads.

Selecting the converted lead goal optimization

Provide a conversion name, specify the value for the generated conversion, and select how many conversions to count per click or interaction.

Editing the conversion action settings

Finally, click Create and continue.

Creating the conversion action

Next, we’ll select the method for importing offline conversions.

In our case, we’ll use Uploads. Finally, click Finish.

Finishing the creation of the conversion action

Now, we have configured a conversion in the Google Ads account.

Form Tracking Methods

Before proceeding to the next step, let’s go back to our webpage and look at our lead form.

Demo website lead form

For enhanced conversions, we should grab user data, specifically email and phone numbers. While grabbing the email is the preferred way, it would not hurt to grab both.

How do we do that? We have multiple options to choose from: using CSS selectors, a Data Layer variable, or a custom JavaScript variable. For this guide, we’ll go with CSS selectors.

CSS Selector GTM Variable

Let’s start with grabbing the phone number.

After filling up the form with sample data, select the phone number field, right-click, then click Inspect.

Inspecting the phone number form field

This will open your browser’s developer tools in the Elements tab, with the selected element highlighted.

🚨 Note: If you want to learn more on how to grab data from your website, check out our guide on scraping data with Chrome developer tools and GTM.

Right-click on the selected element, then select CopyCopy selector.

Copying the CSS selector of the selected element

Go to your Google Tag Manager account, then go to VariablesNew.

Creating a new variable

Next, click on Variable ConfigurationDOM Element.

Creating a DOM Element variable

As mentioned earlier, we’ll use  CSS Selector, so use this for the selector method. Next, paste the selector we copied in the element selector field, then put a value for the attribute name.

DOM element variable configuration

Let’s provide a name for the variable, then click Save.

Naming and saving the DOM element variable

Next, follow the same steps for grabbing the email.

Grabbing the email form field

Most of the steps and variable configuration should remain the same, with the only thing different being the element selector and the variable name. 

Variable configuration change for the email form field

Setting Up the User-Provided Data Event Tag

We can now proceed with creating our tag for setting up enhanced conversions for leads.

First, go to TagsNew.

Creating a new tag

While there is a Google Ads conversion tracking tag template available, we’ll not be using this tag type, but a different one for offline conversions.

Under Tag Configuration, select Google Ads User-Provided Data Event.

Creating a Google Ads user-provided data event tag

For this tag type, we’ll need to provide the conversion ID. Where can we find it?

Going back to your Google Ads account, go to Tools and SettingsSetup.

Accessing the Google Ads setup settings

Next, click on Google tag.

Accessing the Google tag settings

Here, click on Installation instructions.

Opening the installation instructions for the Google tag

Go to the Install manually tab. The conversion ID can be obtained by copying the numeric portion from the line of code for the Gtag config.

Copying the conversion ID

Going back to GTM, paste the Conversion ID. Next, click on the drop-down menu for the User-provided Data field. Select New Variable.

Configuring the Google Ads user-provided data event tag

Select the variables we created for grabbing the user’s email and phone number.

Selecting the created email and phone variables

Provide a name for this variable, then click Save.

Naming and saving the user-provided data variable

Next, we’ll set up a trigger.

Let’s look at our form one more time. Our form is located on the contact us page. Copy this part of the URL.

Leads form on the contact us page

Next, let’s go to our tag, and click on Triggering.

Applying a trigger to the tag

Click on the + button to create a new trigger.

Creating a new trigger

Go to Trigger ConfigurationForm Submission.

Creating a form submission trigger

Since we only want to track our leads form, we should set our trigger to only fire on Some Forms where the Page URL contains contact-us.

Form submission trigger configuration

Provide a name for this trigger, then click Save.

Naming and saving the form submissions trigger

Note that this process may be different for you. These are the selectors that we have and you might see something else, so this process may not be the best solution for you.

In that case, you may have to ask a developer to adjust those variables or provide new ones which you can then work with. The same goes for the triggers to use for these events.

While there are times that this may not work, this process still provides a universal solution that should work in most cases.

Let’s finish the tag creation by providing a name for it and clicking Save.