-
WTF difference Enhanced conversions for leads vs. Offline conversion import (OCI)
Hey guys,
I just wasted a couple of hours doing research on enhanced conversions for leads. I read that offline conversion imports are a legacy and Google will probably sunset it because it relies on the Google Click ID as an identifier.
Currently, I'm importing my offline conversions for qualified and converted leads via Zapier using the mandatory Google Click Identifier field, an email field, and the phone number of my leads. The event quality in Google Ads is excellent and around 90% of the converted leads from our CRM appear in Google Ads. I don't really understand what the difference is between enhanced conversions for leads and offline conversion imports.
The only main difference is that enhanced conversions for leads is super complicated to implement, at least for me. We are capturing our leads with an iframe form, so it's just not possible to grab this information based on a CSS selector with the Google Tag Manager. Why is this so hard? I have the information within my CRM anyways, so why isn't it possible to upload the phone number and the email address into Google Ads and they will figure this out.
I just don't get what role the Google Tag or the Google Tag Manager plays when I already have first party data when the leads was captured. Do you think there will be a Zapier integration for enhanced conversions for leads as well? I think this is super complicated and there's a lot of documentation online. The next thing is the consent mode… 😀
Thank you very much.
-
1 Reply
-
Unless Google has officially said they are sunsetting a product or feature, people are just guessing. Use a feature if it is going to help your campaigns.
-
GTM picks up its intel from the data layer feedback of your site. Its a web developer, not a buyer issue. If your web dev is lazy or does not know how to send this intel back via the site intel…..how can the buyer? If the signal is not coming in from the site, it cannot be picked up. Otherwise your uploading your conversion data via excel, but it needs to be done in Google’s templated format. Technically your buyer should know how to do that.
Zapier sidelines the web dev to provide this via an API connection in real time. That’s it. Its literally fastracking all the above and packaging it up nicely for you.
Log in to reply.