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Experiences with Google Offline Conversions + Adjusting their value ?
Posted by on November 24, 2022 at 12:43 pmHi everyone – i have a question that i am not entirely sure belongs to this subreddit – please point me to a more appropriate place if that is the case.
I am wondering if some people here have any experiences with using Google Offline Conversions coupled with Conversion Adjustments ?
Here is a brief description what they are – i posted some more info links below.
\–> You basically import (via an API or file upload) some conversions that happened to your bussines and their time. For example – some customer registered at some point. The initial value of this conversion could be e.g. 0 or 1.
Later on – you can adjust this value – for example the customer did something important for your business. Then you can adjust this value to e.g. 10.
It is quite difficult for me to find some colleagues / other companies that have experimented with these – in order to exchange some experiences, learnings, do’s and dont’s. So i thought to post a question here.
Additionally I would be interested if somebody has experience in the “offline” vs. “online” aspect of it = where “offline” is basically via the Google Ads API , while “online” would be via a Google Tag.
Would appreciate any help or thoughts. Thanks in front.
[offline conversion imports](https://support.google.com/google-ads/answer/2998031?hl=en) | [conversion adjustments](https://support.google.com/google-ads/answer/7686447?hl=en)
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1 Reply
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Each click that comes through Google Ads and therefore with a Google click id you can adjust the conversion value for – but only before you upload the offline conversion into your Google Ads.
In our case, matomo (instead of Google Analytics) gives us an excel sheet containing the Google click IDs and conversion time, and we put in the actual value of the conversion wherever we need to. Then we upload that file as offline conversions to Google Ads. -
We do a variation of this with some of our clients, and wish more would get onboard as value-based bidding is the future and a big competitive advantage.
How to configure this depends on your business model, typical time to close a deal, closed-deal rates / volume and more.
Assuming offline conversions makes sense due to good volume you can:
Set a default average value per conversion up front (based on your average deal value x % converted lead rate).
Upload additional conversions when you close the deals, call it “deals” or whatever and include the actual value of the deal.
Include both conversions in your campaign.
You can also adjust the value of the initial conversion when you (a) establish the estimated value of the deal and have a better of idea of chance to close, and (b) close the deal.
This works really real to drive better-qualified leads over time. The one big issue, though, is that many businesses can take months to close a deal or have few deals with a large value each. Since Google only tracks GCLIDS for 90-days you can’t upload those deals and if you only have a few you’re not feeding Google enough deals to help automated bidding.
For example, you get 100 leads per month and convert 5% (5 deals), that’s not really enough for Google to improve bidding. You should have at least 25 deals a month per campaign for the numbers to make sense.
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