Wicked Reports can send lead and sale conversion data with GCLIDs to Google using our Google Offline Conversion integration.
- Introduction to 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 Integration
- View the specific conversions sent to Google
- Video Walkthrough
- FAQ
Introduction to the Wicked Google Offline Conversion Integration
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 opt-in 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 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 the 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.
So, should you enable the Wicked Google Offline Conversion integration?
Yes. And, 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, and attributes those clicks against your CRM, Shopping Cart (such as Shopify), and Recurring Subscription billing systems.
Wicked sends that conversion data to Google Ads through 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.
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!
You can also see all conversions for a given period under Measurement->Conversions in the Google Ad Manager:
The "Action optimization" column determines if this conversion data is used to power Smart Campaigns. Primary actions are used to optimize bidding strategy and Secondary actions are used for observation and will NOT be used in optimizing bidding strategy
More on the considerations for which conversions to use, and when, in the important settings section.
Activate the Google Offline Conversion Integration
To activate Google Offline Conversions, you will need to check the box next to Activate Google Offline Conversion Integration:
Once checked, you will see a new table:
This new table allows you to decide what data to send to Google OCT, whether or not to include them in conversions and also set the conversion values for New Leads and Re Optins.
NOTE: Action Optimization is new and has replaced a setting called: Include in "Conversions". The Wicked Reports interface is currently being updated to account for a recent change to Google Ads. The Wicked Reports interface does not currently show an accurate setting for if the conversion action will be used to optimize bidding. This setting will need to be handled in Google Ads by setting the Action Optimization for each Conversion Action.
If you want conversions used to optimize bidding, the Conversion Action should be set to Primary, otherwise it should be Secondary.
Your first decision is whether or not to send the leads and sales data to Google. In the Send to Google OCT column, you can select whether or not you want the data sent to Google. You can easily toggle each. If you select "Off" for a conversion, that data will not be sent to Google. If you select "On", the data will be sent to Google.
If you select "On" for a conversion, Wicked will send up to 90 days worth of data to Google
Your next decision is whether to include these conversions in the Include in "Conversions" in Google Ads. This is a very important decision and can lead to double counting if not set up properly.
Google has changed how this works and is no longer a setting called: Include in "Conversions". It's now Action optimization and you will need to set this in your Google Ads account.
We have an entire section devoted to explaining each conversion and include text in the Wicked Smartz column. See important settings section for tips.
Your last decision is enter a conversion value for leads and re optins. 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 Configuration to finish enabling Google Conversion Optimizer and save your values.
Note: Once you have enabled WGCO, conversions will start being sent to Google starting the next day.
See the image below to see the conversion action names
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.
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).
| Scenario | Which Wicked Conversion setting should I pick? | Google's Action Optimization recommendation | Result & Benefit |
| You already have pixel sales conversion tracking setup in Google Ads. | Wicked Last Click Attributed Sale | Set Action Optimization in your Google Ads account to "Secondary" 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 set up for lead conversions. |
Wicked New Lead Optin Note: 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 Action Optimization in your Google Ads account to "Secondary" 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 Attributed Sale 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 Action Optimization in your Google Ads account to "Primary" 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 Attributed Sale | Set Action Optimization in your Google Ads account to "Primary" 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 Existing Lead Re Optin Note: 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 Action Optimization in your Google Ads account to "Secondary" 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 Attributed Sale 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 Action Optimization in your Google Ads account to "Primary" 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. |
Video tour
FAQs:
- When I activate Google Offline Conversions, will any historical conversions pass through?
No. We do not pass through any historical offline conversions. Even if you've had tracking setup for 6 months prior, conversions will still only start the day that the feature is activated. - Why does my Google Offline Conversion say the status is "Pending"?
The "Pending" status means we've sent the Google Offline Conversion, yet Google's API has not received it. Most "Pending" statuses will update to successful after 48 hours. - Is there any way to do a 1 to 1 comparison with my Google Offline Conversions?
No, but it should be close. The Google Offline Conversions data you see in Wicked is the data we've sent, and the Google Offline Conversions data in your Google account is the data Google is choosing to use. Since Google can de-duplicate data, among other things, the data between platforms will not always be in perfect alignment. That being said, if you manipulate the filters between both platforms correctly, then you should be able to see similar results. - Why did my conversion not get sent via Google Offline Conversions?
The most common reason a Google Offline Conversion did not get sent is that we didn't find a GCLID associated with the click. Another factor could be that the click is older than 90 days. If that's the case, then Google will not do anything with that information, so we will not send it. If neither of these reasons apply, then you can reach out to us at support@wickedreports.com and we can explore why you're specific click didn't pass through. - Can I change the name of the Wicked Conversion Actions in my Google Account?
No. This is not recommended. Changing the name of the Wicked Conversion Action will break the integration and prevent the data from flowing into your Google account. Please keep the name the same.