Google Offline Conversions

Wicked Reports can send lead and sale conversion data with GCLIDs to Google using our Google Offline Conversion integration.

Why the Wicked Google Offline Conversion integration was Created

Should you enable the Wicked Google Offline Conversion integration?

How the Wicked Google Offline Conversion integration Works

Conversion data inside of Google Ads manager

Important Settings

Activating the Google Offline Conversion feature

View the specific conversions sent to Google

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FAQ

Why the Wicked Google Offline Conversion integration was Created

Google ads often show significant delayed customer lifetime value.  This is especially true for Google ads that generate clicks at the top of marketing funnels when:

  • Prospects are first becoming aware of your brand
  • Prospects convert to new leads by optin for a lead magnet (either for a webinar, download, coupon, or other offer) but don't pull the trigger on a purchase yet.

These clicks and leads can lead to sales conversions in the future.  Those sales conversions may or may not be driven by future Google ads - they could be driven by email instead.  They may convert outside of the 28-day click attribution window.  The converted customers might make repeat purchases or buy a valuable recurring subscription product.

These conversions that never would have happened without the top of the funnel marketing that attracted interest or converted the prospect to a leader.

Wicked Reports detects when Google Ad clicks are generating new leads, re-activating existing leads, or driving immediate sales conversions.

The integration continually updates new lead and existing lead re-optin conversions with updated customer lifetime value when detected in your source revenue and recurring subscription billing systems.

This updated customer lifetime value helps Google's algorithms buy better customers for you.

Should you enable the Wicked Google Offline Conversion integration?

Yes.  You will want to read the important settings decisions further down in this document to decide which conversions to use for powering bidding, and which conversions to send in only for customer lifetime value data information to help the bidding algorithms.

How the Wicked Google Offline Conversion integration Works

Wicked Reports detects Google Ad clicks, attributes those clicks against your CRM, Shopping Cart (such as Shopify), and Recurring Subscription billing systems.  

Wicked sends that conversion data to Google Ads thought the Google Offline Conversion integration. 

You can use this data to see attributed leads and sales inside of Google Ads manager.  You can also use this data to help power Google Smart campaigns that bid based on conversion data values.

wgco-architecture

Conversion Data Inside of Google Ads Manager

This integration allows you to see attributed top and middle of the funnel conversions inside of the Google Ad manager interface.  To see the conversion data inside of Google Ad manager when viewing campaign results, click on Segment -> Conversions -> Conversion Action:

This will show you all conversion data for the row:  

Notice how many more conversions this Search campaign has attributed to it from New Leads that bought!

gml-wgco-conversions-inside-ad-manager

You can also see all conversions for a given period under Measurement->Conversions in the Google Ad Manager:

The column Include in "Conversions" column determines if this conversion data is used to power Smart Campaigns.  More on the considerations for which conversions to use, and when, in the important settings section.

Activate the Google Offline Conversion feature

In order to activate Google Conversion Optimizer, you will need to check the box next to Enable Wicked Google Campaign Optimizer feature:

Once checked, you will see a new table:

This new table allows you to set the conversion values for a New Lead and Re Optin.

Wicked Reports provide you with the past 30-day lead value for your account to help you set the amount. Anytime a New Lead or Re Optin occurs for one of your Google AdWords campaigns, these values will be uploaded to Google to help increase machine learning for your campaigns.

Once you have finished making your choices, click Save to finish enabling Google Conversion Optimizer and save your values.

Note: Once you have enabled WGCO, conversions we will start being sent to Google starting the next day. The 5 conversions shown above will be sent to Google and the setting in Google Ads for Include in 'Conversions' will be set to Yes by default.  You may want some of these conversions set to No.  See important settings section for tips.

See the image below to see the conversion action names and Include in the 'Conversions' setting.

View the specific conversions sent to Google

You can see the exact conversion data sent by Wicked to Google under the Optimizer -> Campaign conversions menu:

 

Pick any date range and you can see the conversions, conversion values, CRM ID, Order ID, Google Ad account number, click datetime, and the status of sending that conversion to Google.

Notice above, most of the conversions are middle funnel conversions.  This is indicated by "Wicked Existing Lead Re Optin" conversion name.

Important settings for the Wicked Google Offline Conversion Integration

There are very specific use cases for using the conversions to drive improved Google performance, when to merely have the information inside of Google Ads manager for informative purposes, and when to set New Lead & Existing Lead values vs. when to use actual values based on sales (even if the sales conversions are delayed).

Situation Wicked Conversions Event Google Conversion Setting recommendation Result & Benefit
You already have pixel sales conversion tracking setup in Google Ads. Wicked Last Click conversions  Set "Include in Conversions" = No for this Wicked conversion.

Eliminates double-counting of conversions for the Google bidding algorithm.

Shows the difference between Wicked first party data sales conversions and Google pixel sales conversions within Google Ad manager.

You are running top of the funnel marketing on Google to create new leads and want to see Google vs. Wicked for new lead attribution.

You have pixel conversions setup for lead conversions.

Wicked New Lead Value

Wicked provides your trailing average value of these leads. 

You can use that value, or set your own, or set to $0 if you only want lead value to occur when a sale is detected in the future.

Set "Include in Conversions" = No for this Wicked conversion.

Eliminates double-counting of conversions for the Google bidding algorithm.

Shows the difference between Wicked first party data new leads acquired and Google pixel lead conversions within Google Ad manager.

Wicked is only sending new leads for this conversion event.  Google lead conversions have no concept of a lead being "new", and is very often a re-conversion of an existing lead.

You are running top of the funnel marketing on Google to create new leads.  You want to maximize value by increasing spend where new leads turn into buyers.

Wicked New Lead Conversion

The actual value of the future sale, from this new lead, is sent to Google when the future sale is detected inside your revenue sources.

Set "Include in Conversions" = Yes for this Wicked conversion.

Tells Google's Bidding Algorithm which click created a lead that led to future customer LTV.

Shows real revenue value from new leads generated by Google clicks, inside of the Google Ad manager.

You do NOT have pixel sales conversion tracking setup in Google Ads. Wicked Last Click conversions  Set "Include in Conversions" = Yes for this Wicked conversion. Sends Wicked attributed last click sales and revenue from 1st party data revenue sources to Google for reporting and bidding algorithm adjustments.

You are running middle of the funnel marketing on Google to re-engaged existing leads.

You have pixel conversions setup for lead conversions.

Wicked Re Optin Value

Wicked provides your trailing average value of these leads. 

You can use that value, or set your own, or set to $0 if you only want lead value to occur when a sale is detected in the future.

Set "Include in Conversions" = No for this Wicked conversion.

Eliminates double-counting of conversions for the Google bidding algorithm.

Shows the difference between Wicked first party data existing leads re-engaged and Google pixel lead conversions within Google Ad manager.

Wicked is only sending existing leads for this conversion event.  Google lead conversions have no concept of this.

You are running middle of the funnel marketing on Google to existing leads.  You want to maximize value by increasing spend where existing leads turn into buyers from a middle funnel marketing step.

Wicked Re Optin Conversion.

The actual value of the future sale, from this re-engaged lead, is sent to Google when the future sale is detected inside your revenue sources.

Set "Include in Conversions" = Yes for this Wicked conversion.

Tells Google's Bidding Algorithm which click re-engaged an existing lead that led to future customer LTV.

Shows real revenue value from re-engaged existing leads generated by Google clicks, inside of the Google Ad manager.

 



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