Google AdWords can already track the connection between your customer’s click on an ad and a sale on your website. But a new feature called AdWords Conversion Import can help track clicks on an AdWords link right on through to a sale in the offline world.
AdWords Conversion Import Explained
Imagine a series of Google AdWords links leading to a landing page on your site where prospects can leave contact information requesting more information on your product or service.
By adding code provided through Google AdWords Conversion Import to your website, Google lets you collect “click identifiers” designating a click on a specific ad and the day and time of that click.
Those identifiers can then be matched with the contact information of a specific prospect left on your website.
You can place the contact information and the Google code into your customer relationship management software.
If the contact information leads to a sale, a qualified lead or whatever other desired result you wish to track, you can place the imported click identifier code back into Google AdWords.
The feature will allow Google to provide detailed reporting on these offline sales and other activities as a result.
Google says the AdWords Conversion Import could be used to track other more indirect online sales too.
For example, you could use it to report conversions 30 days after a sale to give customers time to make returns. You could record only first time buyers on your site or only second time buyers.
This video gives another view of the new Google AdWords Conversion Import feature: