Uncovering the Issue of Offline Importation of Conversion Actions in Google Ads

Kasim: 00:00:11

Hey everyone, John here with Solutions 8 and today we're going to

2

: 00:00:13

be covering an issue that no one really

knows about unless you're a good marketer.

3

: 00:00:17

And this is actually the offline

importation of the conversion actions

4

: 00:00:22

that happened post lead generation.

5

: 00:00:24

And when you want to upload them back

into Google ads, I bet you didn't know

6

: 00:00:27

this, but W Braid and G Braid that is

becoming more popular, which is the

7

: 00:00:31

users that are coming from iOS devices.

8

: 00:00:33

Those are actually not able to be imported

with the standard GCLID parameter.

9

: 00:00:37

Now, what this means is let's say

you have a lead generation campaign

10

: 00:00:40

and you want to upload those offline

conversions back into Google ads.

11

: 00:00:44

And an example of this be lead

came in, you sold that lead,

12

: 00:00:48

let's say a 10, 000 item.

13

: 00:00:50

And you want to put that back into Google

so that you can see which lead inside of

14

: 00:00:53

your ad groups, keywords, ads, campaigns,

whatever may be generated that lead.

15

: 00:00:57

Typically, this is an.

16

: 00:00:58

Advanced strategy that a good marketer

is used to identify where is the lead

17

: 00:01:02

coming from that is actually also closing.

18

: 00:01:04

So that negative keywords can be added.

19

: 00:01:06

Bit adjustments can be made.

20

: 00:01:07

Ad copy can be updated.

21

: 00:01:08

Campaigns can have more or less ad

spend all of the ways that you want to

22

: 00:01:11

optimize for those offline conversions.

23

: 00:01:13

When you upload those back

into Google, unless you have a

24

: 00:01:15

GCLID, you can't do it anymore.

25

: 00:01:17

And we found this issue here, There's

actually now the marketing source

26

: 00:01:21

is becoming W Braid more often.

27

: 00:01:23

So there's G Braid and W Braid.

28

: 00:01:25

And fortunately, what this is actually

doing is telling you that these

29

: 00:01:29

people are coming from iOS devices.

30

: 00:01:30

And if you have, let's say, a hundred

leads, you might see that 20, 30, 40,

31

: 00:01:35

80, even sometimes 100 percent of them.

32

: 00:01:37

If you're targeting a specific

device like an Apple user, those

33

: 00:01:40

can no longer be imported using

the standard import feature.

34

: 00:01:44

If you go into a Google ads account

and you go in for two conversions,

35

: 00:01:48

the conversions here, When you go into

uploads and you want to upload those

36

: 00:01:52

conversion actions, You're going to view

the template conversions from clicks.

37

: 00:01:55

You're only seeing three.

38

: 00:01:56

So conversions from clicks, conversions

from clicks, external attribution to list

39

: 00:01:59

of using MCC account for your, for your

attribution and conversions from calls.

40

: 00:02:04

When you look at the Google sheet

here, for example, you're going

41

: 00:02:07

to see Google click ID G clade.

42

: 00:02:09

This is now the way that you have

to have your uploads formatted.

43

: 00:02:13

Well, what happens when you have W braid?

44

: 00:02:15

You can't stick the W braid.

45

: 00:02:17

Inside of here, it's simply going to say

this GCLID has been altered or is invalid.

46

: 00:02:21

So if you're uploading a

hundred, you may only have 50

47

: 00:02:24

that actually may be imported.

48

: 00:02:25

So WBraid cannot be used in this method.

49

: 00:02:28

I have actually been scouring the

internet for the last eight to 10 hours.

50

: 00:02:32

Google forms forums Google

like questions, Reddit.

51

: 00:02:35

I cannot find anything about this.

52

: 00:02:37

So that's why I'm sharing

this with you today.

53

: 00:02:39

So the way to actually upload a G braid

or a W braid user is you have to have.

54

: 00:02:46

You have to have their email and

you have to have their phone number.

55

: 00:02:50

Those are two things that you

have to capture before you can use

56

: 00:02:53

this new method that apparently

came out that no one knows about.

57

: 00:02:56

So when you have a G Braid user, for

example, you have to have a few things.

58

: 00:02:59

You don't have to have

the first name, last name.

59

: 00:03:00

You have to have the create date.

60

: 00:03:02

You can pull this right out

of your CRM tool or sheets or

61

: 00:03:04

wherever you're storing your leads.

62

: 00:03:05

You have to have a phone number

and you have to have their email.

63

: 00:03:08

So if you don't have their phone number.

64

: 00:03:10

That's one of the required fields.

65

: 00:03:11

And when you see the marketing

source here, you don't even need to

66

: 00:03:14

have the marketing source anymore.

67

: 00:03:15

So like the GCLID where you have to

upload the GCLID in this field here,

68

: 00:03:19

that is something that you have to have.

69

: 00:03:21

Typically, all you had

to have was the GCLID.

70

: 00:03:23

You didn't even have their phone number.

71

: 00:03:24

Didn't need to have their email address.

72

: 00:03:26

Upload the GCLID, the conversion name.

73

: 00:03:28

Let's say you're using a

secondary conversion action.

74

: 00:03:29

That's using the import from

clicks conversion action feature.

75

: 00:03:32

Then you have to have the

time that it happened.

76

: 00:03:34

It's simply just have to happen

sometime after the click took

77

: 00:03:36

place and then optional convergent

value, convergent currency.

78

: 00:03:38

It defaults to one in

USD if you don't need it.

79

: 00:03:40

So sometimes you don't want to have

a convergent value to these people.

80

: 00:03:43

Sometimes you really do.

81

: 00:03:44

You want to say, Hey,

I made a 10, 000 sale.

82

: 00:03:46

I want to put that in the conversion

value so that my value based bidding

83

: 00:03:49

strategies for lead generation campaigns

are actually taking that value and.

84

: 00:03:53

Applying it towards either a maximized

conversion value or a TROAS goal.

85

: 00:03:56

now that G Braid and W Braid are

becoming more and more prevalent, it

86

: 00:04:00

seems that only about the last month

or so, a lot, a lot of our leads

87

: 00:04:04

are coming in with those parameters.

88

: 00:04:06

That's actually what we've been seeing

more and more about that I now can

89

: 00:04:09

no longer upload until I discovered.

90

: 00:04:11

This.

91

: 00:04:12

So inside of the back end of your

account, inside of the upload

92

: 00:04:16

feature in the convergence, you

see how it's not there anymore.

93

: 00:04:18

We do not have fourth option

in these three options here.

94

: 00:04:22

We have to do is go into settings

and in the settings, you have to

95

: 00:04:25

use this new feature here called

enhanced conversions for leads.

96

: 00:04:29

When you click on that, you have to

turn on enhanced conversions for leads.

97

: 00:04:32

And then since say, select an

option as to which you'd like to

98

: 00:04:35

use, there's two options available.

99

: 00:04:37

Google tag.

100

: 00:04:38

Google tag manager.

101

: 00:04:39

If you're not sure with which method

to use of how your conversion tracking

102

: 00:04:42

has been installed on your site or

your tag has been installed on your

103

: 00:04:45

site, you can actually ask Google

of which method should you use.

104

: 00:04:47

Now I'm going to grab our website here.

105

: 00:04:50

grab our website address.

106

: 00:04:51

I'm going to go back over to here

and I am going to check the URL.

107

: 00:04:57

and it says Google tag managers correctly

installed on your website and can be

108

: 00:05:00

used to detect user provided data.

109

: 00:05:02

Excellent.

110

: 00:05:03

So we're going to continue

with Google tag manager.

111

: 00:05:05

So we have to configure

tag and tag manager.

112

: 00:05:07

Collect the user provided data.

113

: 00:05:09

This is actually where you're

going to need to actually install.

114

: 00:05:13

The enhanced conversions tracking.

115

: 00:05:15

So you have to do this

through tag manager.

116

: 00:05:16

They do give you instructions

here on how to implement this.

117

: 00:05:19

And once you've implemented it

correctly, there's parameters that

118

: 00:05:22

you're going to have to capture.

119

: 00:05:23

You can then go ahead and click save.

120

: 00:05:25

Now, once you have enhanced conversions

for leads turn on, this is the

121

: 00:05:29

part that gets a little bit wonky.

122

: 00:05:31

Sometimes it takes about Two to

three hours to actually show up,

123

: 00:05:35

but I'm going to try here live

with you all and see if this works.

124

: 00:05:37

Going back into the uploads area.

125

: 00:05:39

and using the templates here.

126

: 00:05:42

We now have a fourth option.

127

: 00:05:44

This fourth option is conversions from

clicks, enhanced conversions for leads.

128

: 00:05:49

Now what we see is the ability,

and let me just make sure I

129

: 00:05:52

can move this out of the way.

130

: 00:05:53

I'm not sure it shows

on a different screen.

131

: 00:05:54

So sometimes loom gets

a little bit messed up.

132

: 00:05:56

Hopefully you all can see this.

133

: 00:05:57

My apologies, but now you see a

fourth option conversions from clicks,

134

: 00:06:00

enhanced conversions for leads.

135

: 00:06:01

When you look at this Google sheet, the

cool thing about this now is when you look

136

: 00:06:05

at the, make a copy for the spreadsheet

template, use this template here.

137

: 00:06:09

Make a copy of it,

138

: 00:06:10

and now it gives you a new

template that you can use for

139

: 00:06:13

offline conversion uploads.

140

: 00:06:15

What you've seen here is that you need

an email, and you need a phone number.

141

: 00:06:19

Now I have one already set up

here, and this is the one that

142

: 00:06:22

I've actually done already.

143

: 00:06:23

And what you have to

have is a hash generator.

144

: 00:06:28

You can use any tool you want,

but it has to be SHA 256.

145

: 00:06:31

You have to use that

hashing method of SHA 256.

146

: 00:06:35

Whatever method you use, there's tools.

147

: 00:06:38

Sometimes your CRM tool has it built in,

Zapier has it built in, whatever tool

148

: 00:06:42

that you use, but you need to hash both

the email and the phone number before

149

: 00:06:47

you can send it into Google's upload.

150

: 00:06:49

So for example, I'm just going

to take, you know, email.

151

: 00:06:51

I'll use my email here.

152

: 00:06:53

iPhone number in case you all want to

text me in the middle of the night.

153

: 00:06:55

Weird things.

154

: 00:06:56

Go ahead.

155

: 00:06:56

Actually do this here.

156

: 00:06:57

It doesn't need the dashes.

157

: 00:06:58

that's my email, my phone number.

158

: 00:07:00

My conversion name is actually a secondary

conversion action called quality lead.

159

: 00:07:04

When I upload them back into Google, I

want to see where the leads came from

160

: 00:07:07

versus where the quality leads came from.

161

: 00:07:09

So I can overlay both those identically.

162

: 00:07:11

And see, okay, if I generate a hundred

leads, how many are quality off of that

163

: 00:07:13

ad and that campaign, that ad group

with that keyword, for example, and the

164

: 00:07:17

higher quality leads coming from your

lead flow is going to understand where

165

: 00:07:20

you're going to make those optimizations.

166

: 00:07:21

Is it positioned too low?

167

: 00:07:22

Am I using the wrong bidding strategy?

168

: 00:07:23

Do I need to get more aggressive?

169

: 00:07:24

Whatever the optimization may need to be.

170

: 00:07:26

This is a way for you to identify that.

171

: 00:07:28

But because it's iOS, the iOS now is

going to come with G Brain, W Brain.

172

: 00:07:32

So use this method in

order to then implement it.

173

: 00:07:34

So now what do you have

to do is take the email.

174

: 00:07:36

I'm going to use this hashing tool here.

175

: 00:07:39

To change this over to the SHA 256,

then generate this hex code here

176

: 00:07:44

is going to be your hashed email.

177

: 00:07:46

Replace that there.

178

: 00:07:47

The phone number, you're going

to have to do the same thing.

179

: 00:07:49

SHA 256, generate the phone number, hashed

email here, grab that, paste that here.

180

: 00:07:53

And now I can take this one here and

upload this into the Google Ads account.

181

: 00:07:59

The way that you do that is to

go back into the Google Ads.

182

: 00:08:02

Area here, select a source, Google

sheets, link an existing sheet.

183

: 00:08:06

But first, what do you have to do is share

your sheet with the G service account.

184

: 00:08:10

copy this account here, then go

into the answer version here.

185

: 00:08:14

Share it with that.

186

: 00:08:16

I've already done that, but I'm just

going to share with you how to do that.

187

: 00:08:18

You have to share with that account,

make an editor, don't notify them.

188

: 00:08:20

It's Google share that here.

189

: 00:08:22

And then go back into Google

link, that existing sheet here.

190

: 00:08:27

I'm just going to use, is it going to

have enhanced conversions for leads?

191

: 00:08:31

So select this one.

192

: 00:08:32

It's not going to work

because obviously it's a test.

193

: 00:08:34

I didn't click my own ad and generate

myself, but what happens is you're

194

: 00:08:37

going to see this applying and

it's going to go from a different

195

: 00:08:41

kind of GCLID one to now enhanced

conversions for lead scheduled upload.

196

: 00:08:44

So this is a way for

you to actually take in.

197

: 00:08:47

Leads that are coming into CRM tool,

upload them to the sheet, hash them, and

198

: 00:08:51

then upload them back into Google ads.

199

: 00:08:53

If they're coming from the new G braid

and W braid parameters, no longer using

200

: 00:08:58

G clips for Apple users, unfortunately.

201

: 00:09:00

And a lot of people are saying, yes, well,

it's actually from the people that are

202

: 00:09:04

not signed into Google or W braid and G

braid, or they're using an iOS device.

203

: 00:09:07

They're not using, they're not

using a like Chrome browser.

204

: 00:09:11

There's a lot of people out there

that are kind of giving false

205

: 00:09:13

information, in my opinion, about

when a G Braid actually shows up.

206

: 00:09:17

And to share with you a kind of

a test that I was running earlier

207

: 00:09:20

here on my phone as a mobile

device using an iOS an iOS device.

208

: 00:09:24

So I have an Apple phone here.

209

: 00:09:26

an iPhone.

210

: 00:09:27

I'm using Google Chrome.

211

: 00:09:28

I'm signed in to Google and

actually up here at the top.

212

: 00:09:32

I'm not sure if this is going to show up.

213

: 00:09:33

Let me just see if it does.

214

: 00:09:35

You'll see G Braid there.

215

: 00:09:37

That G braid is actually

now the parameter.

216

: 00:09:40

If I fill out a form on my own website, I

would actually not get a G clit anymore.

217

: 00:09:45

Apple is really, really heavy

coming into G braid and W braid.

218

: 00:09:49

Now you see, there's an error here.

219

: 00:09:51

When you click on the error.

220

: 00:09:52

It says the click for this

conversion cannot be found.

221

: 00:09:54

It's maybe because the conversion did

not come from Google ads campaign.

222

: 00:09:57

Correct.

223

: 00:09:57

It didn't.

224

: 00:09:58

If you try to upload a GCLID in

that form, it'll just say the GCLID

225

: 00:10:03

has been altered or is invalid.

226

: 00:10:05

It will just deny it off the bat.

227

: 00:10:07

This is now accepting a G

Braid and W Braid user and

228

: 00:10:11

saying, okay, did I find that?

229

: 00:10:13

Now here's some, good and bads.

230

: 00:10:14

Number one, you have to capture

email, have to capture phone number.

231

: 00:10:17

It doesn't need to be at the time of

lead generation, but what this means is

232

: 00:10:21

that sometime before you upload it back

into Google, you have to have captured

233

: 00:10:25

the email, the phone number, great.

234

: 00:10:27

Someone buy something

from you for 10, 000.

235

: 00:10:29

You should have their phone

number and their email.

236

: 00:10:31

That is something that you're

going to use in that sheet.

237

: 00:10:33

Number two, you don't necessarily have

to capture the G Braid and the W Braid.

238

: 00:10:37

There actually isn't a feature

to capture G Braid, W Braid.

239

: 00:10:40

Typically, like how you would

capture G, G clade, where you have

240

: 00:10:42

to have a hidden field in a form

or have to have a referring URL.

241

: 00:10:45

You don't need it, but G braid and W

break cannot be uploaded to G clade.

242

: 00:10:49

It has to be uploaded through this

method of matching the email address.

243

: 00:10:53

The last and final thing is you're

going to with capturing the email,

244

: 00:10:59

it's going to be sort of susceptible

to how Google's email match types are.

245

: 00:11:02

So if you're looking at like a typical

match rate of like 60 and 70%, it

246

: 00:11:05

kind of falls into that as well.

247

: 00:11:07

Meaning that if you upload a hundred

G Braid and W Braid users that are

248

: 00:11:11

conversion actions into Google and

Google says, Hey, we matched 70 of those.

249

: 00:11:14

You're only really going to see

70 percent of your total list of

250

: 00:11:19

G BRAIN W BRAIN that he uploaded.

251

: 00:11:20

What does that mean?

252

: 00:11:21

Well, it doesn't tell you really

inside of anything anywhere else.

253

: 00:11:24

But this area here, if it was

masked or not, it doesn't mean that

254

: 00:11:27

it didn't come from Google ads.

255

: 00:11:29

Google just can't match it.

256

: 00:11:31

Kind of like a customer upload list.

257

: 00:11:33

Google may not just be

able to even identify it.

258

: 00:11:35

So because it's not found doesn't

mean didn't come from there.

259

: 00:11:39

It's just susceptible

now to the sometimes.

260

: 00:11:42

60, 70, 80, 90 percent match rates.

261

: 00:11:45

That Google has with the users.

262

: 00:11:47

this is the same method that Google

uses for enhanced conversions.

263

: 00:11:50

When you have enhanced conversions

turned on and you have someone come

264

: 00:11:52

through with a form field, it goes

through and has converged and say, do

265

: 00:11:56

we see also the information that you saw

when Google says, yep, we tracked that

266

: 00:11:59

person to good job, here's your lead.

267

: 00:12:01

It's the same.

268

: 00:12:02

Engine that Google is using to upload

these in hand conversion for leads.

269

: 00:12:05

When you upload those leads,

it says, yep, we see that too.

270

: 00:12:08

But now you can manually upload after

the fact that a person went through

271

: 00:12:11

and filled out a form and maybe

you sold them or whatever it is.

272

: 00:12:14

why is this important?

273

: 00:12:15

Well, one thing is because G Braid W Braid

is coming out more and more and more.

274

: 00:12:19

This is the method you're

going to have to use.

275

: 00:12:21

If you want to upload

those back into Google ads.

276

: 00:12:23

If they don't have a GCLID, you're

dead in the water from the old method.

277

: 00:12:26

Number two, performance max

for lead generation sucks.

278

: 00:12:29

It gets so much spam and so much junk

traffic and bots and click farms that

279

: 00:12:33

you really can't push through the noise.

280

: 00:12:35

However, if you're using this method,

along with the GCLID method, you can only

281

: 00:12:40

track the conversions that you upload.

282

: 00:12:42

And now you can upload GCLID, WBRADE

and GBRADE, which WBRADE, GBRADE

283

: 00:12:46

might be 60 percent of your offline

conversions now because Apple seems

284

: 00:12:50

to be switching over to it almost.

285

: 00:12:52

Unanimously.

286

: 00:12:53

And how many Apple users are there?

287

: 00:12:55

There's a lot, not only in the

mobile phone, but also on their

288

: 00:12:58

desktop of their, of their, well,

I guess their, their Mac PC.

289

: 00:13:02

So when we see this more and more and

more coming out and you want to upload

290

: 00:13:05

those back into it, unless you're using

a Google API from like Salesforce or

291

: 00:13:09

call track and metrics or HubSpot, and

you want to upload the manually, this

292

: 00:13:12

is the method that you have to use.

293

: 00:13:13

Now, you just didn't know it was

there because maybe you didn't see.

294

: 00:13:17

How to set up the enhanced

conversions in the backend of

295

: 00:13:19

your settings of your conversions.

296

: 00:13:20

So if you're going to be using performance

max, only count the quality leads.

297

: 00:13:24

And now performance max is not just

going to simply change this muzzle

298

: 00:13:27

to the cliff arms, because that's

where conversions are coming from.

299

: 00:13:29

You can actually upload all

of the quality conversions.

300

: 00:13:31

And now it's shifts over there and says,

aha, those are the people now that I

301

: 00:13:34

have to go after and get rid of the spam

and get rid of, well, not get rid of.

302

: 00:13:38

Heavily, heavily, heavily reduce the

spam and the bots and the, you know, the

303

: 00:13:43

click farms that are plaguing your lead

generation performance max campaign.

304

: 00:13:48

That's it.

305

: 00:13:48

I hope this tip works well for you.

306

: 00:13:49

I hope that you can kind of follow along.

307

: 00:13:51

And now if there's anybody out there

that didn't know, this was an issue.

308

: 00:13:54

Maybe look into the back end of

your conversion offline importations

309

: 00:13:57

and say, aha, that's why this

GCLID is altered or invalid.

310

: 00:13:59

Maybe you couldn't figure it out.

311

: 00:14:00

Might be a G Braid or W Braid

that you're capturing as a GCLID.

312

: 00:14:03

And like, comment, share,

subscribe, tell your grandmother.

313

: 00:14:06

And this is John Maran with Solutions A10.

314

: 00:14:07

I appreciate everyone.

315

: 00:14:08

Thank you so much.

316

: 00:14:09

Bye.