OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Enhanced Conversions for
Leads (OCI)
Implementation Handbook
Tableof
ofcontents
content:
Table
Create Conversion Action
LEARN MORE
Set Up through Global Site Tag
LEARN MORE
Set up through Google Tag Manager
LEARN MORE
Setup Scheduled Uploads
LEARN MORE
Review your Implementation & FAQs
LEARN MORE
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Create Conversion Action
●
Prior to uploading, Create Conversion Actions
with the action of Import.
●
Once you identify the offline conversions you
would like to track, create a separate conversion
action where the source is “Track from
conversion from clicks”
●
Recommend creating a separate conversion
action for each conversion (1:1)
What you’ll need to provide:
As you create your Conversion Action, we recommend unchecking
"include in conversions" for the first 3 weeks in order for us to
capture the data before beginning to optimize your campaigns.
Once the volume of data has been
deemed sufficient, we can begin to
include your conversions.
Accept Terms & Conditions and Configure Global Site Tag
After you create an Offline conversion action, you will need to
complete a few more steps to measure your offline conversions.
1
Accept Terms & Conditions
2
Configure Global Site Tag
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Accept Terms & Conditions
1
After you create an Offline Conversion Action, view and
accept the terms and conditions.
Google is committed to protecting the confidentiality and
security of the data you share with us. This article explains
how Google handles the data files you upload for use in
Offline Conversions
Configure your Tag
2
If your product is any of the sensitive Categories, we recommend you to follow the steps on implementing
DOM elements on page 7.
If you already have a Global Site tag on your website, we encourage you to continue using the same one for
Offline Conversion Tracking
If you don't have any Global Site tag Setup in your website, review these steps in 2a:
Which Path should I choose?
Global site tag
Consider Global site tag if you are unable to use
Google Tag Manager, or the following capabilities
are important to you:
1.
The ability to install tags directly on your
web page, without the ramp-up time of
setting up a tag management system
2.
The ability to work with your tags directly in
JavaScript without being required to work
with a separate interface
Google tag Manager
Consider Tag Manager if you need:
1.
The ability to deploy and modify both Google
and 3rd party tags
2.
The ability to deploy and modify tags for both
web and mobile apps
3.
The ability to deploy and modify tags on the
fly from a web interface
4.
Collaboration and versioning capabilities
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Set up Global Site Tag through Google Ads UI
Configure Global Site Tag
●
How to navigate in the UI: tools & settings ->
setup -> global site tag.
●
Simply Copy and paste the code into the
headers of your webpage.
If you currently have your Global
Site Tag in your website you
can skip this step
Toggle on Form interactions
Leads are generated when your
website visitors submit a form. We
can help you collect form events
automatically through your global
site tag. Turn this feature on to
start collecting form events.
Include user-provided data
1
Select “Include user-provided data from
your website” to allow the collection of
user data
2
“Automatic collection” is
chosen as the default
Once you finish this step you can go to schedule your Uploads!
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Configure via Google Tag Manager
Configure Global Site Tag via Google Tag Manager
Google Tag Manager allows you to quickly and easily deploy and update tags on your
website without changing the code on your page. To ensure that your Google Ads
conversion tracking tags receive the necessary ad click information, follow these steps:
If you haven’t already,
set up and install
Google Tag Manager.
In your Google Tag
Manager container,
click to add a New Tag.
Click Tag Configuration
and select the
Conversion Linker
tag type.
Click Triggering and
select a trigger to
have the tag fire
on All Pages.
The Conversion Linker tag automatically detects the information about the ad click that brought someone to your
site in the landing page URLs and stores this information in new cookies on your domain.
Include user-provided data
Create a brand new tag for
Google Ads User Data Event and
choose user-provided data after
saving the tag.
Within your Google Tag Manager account, create a
new tag, you fild find “Google Ads User Data Event”
within the Tag Types to Choose.
Create a new user-provided variable
Create a new variable for
the Email or Phone field.
Learn more about
user-defined variables here.
Under Variable type,
you will find
“User-provided Data”.
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Add a trigger to fire on “Form Submission”
After creating your user-defined tag, Choose/add a trigger for Form Submissions and mark
the trigger to fire on all forms.
Triggers where all conversions are:
How the Tag Should look Like
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Create a DOM element variable
If an email variable has not been created, you will need to create a new variable containing that information.
There are 3 ways to set up this DOM element and paste in the Element ID. Here are three options
for your variables depending on what is available in the website code:
Data Layer Variable
If you have set up your variable with the correct
information within your account, simply add your variable
within the “User Provided data” under Email.
Element ID
CSS Selector
In the sample code below, you will see that the
Element ID within that website is:
“input_comp-ka1wu89d”. If your website has a
similar setup, simply within your GTM account, input
the Element ID as show below:
In the sample code below, you will see that the
CSS Class within that website is: “._1SOvY
has-custom-focus” If your website has a similar
setup, simply within your GTM account, input the
Element ID as show below:
For Sensitive Verticals: This Dom Element variable method is specifically for GTM implementations. But the same method can be
used for Global Site Tag Manual Implementation.
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Setup Scheduled Uploads
Recommended and easiest to implement
Manual Upload
Scheduled Upload
Upload CSV, Excel or
Google Sheets files directly
into the Google Ads via the
user interface.
Schedule a regular upload
with Google Sheets*.
Choose the frequency with
which you'd like us to
upload your conversions.
More manual
Automatic Upload
(Coming Soon)
Upload conversion data
via the Google Ads API,
Salesforce or Zapier.
More automated
Setting up your Manual Upload:
1
File—>Make a copy of this CSV Template
2
Ensure you provided the correct
information within the CSV, Excel
or Google Sheets.
3
Ensure your timezone is correct
4
Upload your Information within the
Google Ads interface
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Setting up your Google Sheets for Scheduled Upload:
2
3
4
5
Navigate to Tools and click on
Script editor (If you cannot find
Tools within your Sheet, go to
Extensions, App Scripts.
Click on the
Triggers icon
Ensure that
the “autoHash”
function is listed
Select Event
Type to
“On Edit”
1
File—>Make a
copy of this
CSV Template
Please note
This is not Google's official hashing solution. Code to hash available on Stackoverflow
Google Sheets Import Instructions
Once your file is ready for import, set a
Scheduled upload within Google Ads.
Link to the file using the Google Sheets
URL & sharing with the given account
address (example). Be sure to set the
frequency to Daily.
Additional instructions available here
OFFLINE CONVERSIONS IMPLEMENTATION HANDBOOK
Review your
Implementations
Table of content:
Global Site Tag Setup
LEARN MORE
Google Tag Manager Setup
LEARN MORE
Upload Setup
LEARN MORE
FAQs
LEARN MORE
REVIEW YOUR IMPLEMENTATIONS
Global Site Tag Setup
Review Global Site Tag Setup on your Website
Tags can be validated using Google Tag Assistant
(GTA). Enable it and refresh the page.
If implemented correctly, the global site tag will appear
as a shown on the right, and that tag will show your
conversion ID on your webpage and landing pages.
REVIEW YOUR IMPLEMENTATIONS
Google Tag Manager Setup
Review Google Tag Manager Setup on your Website
Tags can be validated using Google Tag
Assistant (GTA). Enable it and refresh the page.
If implemented correctly, the global site tag
(through GTM) will appear as a shown on the
right, and that tag will show your conversion ID
on your webpage and landing pages.
Review Google Tag Manager Offline Conversions Setup
Step 1: After saving your User-Provided Event Tag, Preview the GTM for your website. By simply
pressing on Preview within your GTM Account.
Step 2: Complete a Test Submission on your website, ensure you have tag assistant and Google
Tag Manager preview active while submitting.
Step 3: After submitting your form on the website, there should be an event that indicates your
tag being fired. Which should look like:
REVIEW YOUR IMPLEMENTATIONS
Upload Setup Review
Verifying the import set up
Wait 24 hrs after you receive
a lead to your website
If manual & schedule upload continues to error out,
recheck OGT setup
Push for a manual upload then
a scheduled upload
●
Is user-provided data set up?
●
Are the tags firing from Google Tag Assistant?
●
Was the “form-data” displaying on the network tab after
submission?
Reviewing Hashed Data & FAQs
Compare your hashed email output (“abc@gmail.com”) with the version we have in this guide. If the
hashing is not, the same recheck the hashing set up.
You need to check the unhashed file for the following prior to hashing:
●
Make all characters in the email addresses lowercase and remove any extra
spaces before or after the email addresses.
●
No headers or multiple tabs.
●
Only one address per line.
●
Email addresses should be separated with a line break or a comma. They
cannot be separated with a space or semicolon.
●
All email addresses contain an @ sign
●
●
All email addresses contain a . (followed by a top level domain such
as com)
Email addresses do not contain spaces
●
Email addresses do not contain consecutive dots [..*]
●
Email addresses do not start or finish with a period.
Example of Common Errors:
●
If the lead information was
imported unhashed: An error that
says "In column 'Email', the value
is not hashed,"
●
If the Conversion Value was
improperly formatted: The error
says "In column Conversion
Value unable to parse the value:
'$300.00'. Please make sure to
use the proper number format
for the file's locale."
REVIEW YOUR IMPLEMENTATIONS
FAQs
How do I automatically send data from
my CRM to GoogleSheets?
Although there is no direct integration to Google Ads you
can utilize a scheduled upload by pushing your the data
from your CRM using Zapier to a Google Sheet.:
Why am I receiving an error message
when uploading?
If you are manually uploading data, make sure that the
email address is listed in all lowercase
If you are on a scheduled upload, check that your data
hashing is correct. Learn more here
How long should I wait before I turn
conversioni actions on?
We recommend waiting 2-3 weeks before turning on
“Include in Conversions”. Consult with your Account
Strategist
I’ve uploaded both manually and on a
scheduled upload, but I’m still getting an
error, now what?
If you are using GTM for Offline Conversions, check that
your DOM element variable is capturing the right element
Submit a form with your network tab open and verify that
the “form-data” event is showing up.