Google AdWords’ Breakthrough Feature Makes Offline Conversion Optimization A Reality

google-adwords-square-logoYesterday, Google announced a new offline conversion tracking feature that will likely change the way lead generation campaigns are tracked, measured and optimized.

Companies that run lead generation campaigns on Google AdWords have long been challenged by the fact that optimization signals stopped at the lead capture. Up to now, it was impossible to optimize campaigns based on the actual quality and close-rate of those leads.

Google’s new feature allows companies to integrate Google AdWords with any number of CRM and marketing automation platforms, including Salesforce, SugarCRM and Marketo, and upload offline conversion event data from their PPC leads back into AdWords. Campaign managers can then optimize campaigns based on data that encompasses the entire sales funnel, not just the initial lead capture.

To learn more about how offline conversion tracking works, read our article on Search Engine Land: AdWords Debuts Offline Conversion Tracking For Full Sales Cycle Optimization.

Related Topics: Channel: Search Marketing | Google | Google: AdWords | Search Marketing


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • Andy Turman

    Great spot, Ginny. This is a very cool Adwords feature. Wondering if anyone has set this up for their SF instance. I would love to chat.

    Andy Turman
    co-founder – a Salesforce/Adwords App

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!