{"id":5307,"date":"2020-12-07T14:47:37","date_gmt":"2020-12-07T14:47:37","guid":{"rendered":"https:\/\/hamak.ca\/?p=5307"},"modified":"2026-08-13T14:00:46","modified_gmt":"2026-08-13T14:00:46","slug":"importing-offline-conversion-values-for-paid-search","status":"publish","type":"post","link":"https:\/\/hamak.ca\/en\/importing-offline-conversion-values-for-paid-search\/","title":{"rendered":"Importing Offline Conversion Values for Paid Search"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">While the <a href=\"https:\/\/hamak.ca\/en\/services\/digital-media\/paid-search-sem\/\" target=\"_blank\" rel=\"noreferrer noopener\">paid search<\/a> industry has spent the last few years focused on best practices and optimization tools, very little attention has gone to the nature of conversion data itself, which plays just as large a role in performance. This gap shows up most clearly in lead generation, which, like e-commerce, aims to start a customer journey that will hopefully end in a sale offline.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because that journey ends offline, it&#8217;s much harder to capture the real impact of a strategy on a company&#8217;s business goals, and optimization for these campaigns is usually based on the leads generated (forms, calls, and so on). The trouble is that, much like an add-to-cart on an e-commerce site, this conversion data does a poor job of reflecting the real impact of a campaign, since it doesn&#8217;t tell us whether the sale actually went through after the process started.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since bid management in paid search relies less and less on human judgment (which could try to account for this) and more and more on artificial intelligence, having this piece of information is absolutely necessary. If, for example, an automated bidding strategy is told to generate as many leads as possible within a set cost per conversion (target CPA), it will likely generate leads at a steady cost. But the sale rate could vary widely across different media placements. In that case, a gap will open up between what the bidding strategy is trying to do (start sales processes) and what the company actually wants (close sales).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fortunately, a solution was built specifically to fix this problem: offline conversion import.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Offline Conversion Import<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Offline conversion import is a feature that lets you retrieve the final sale data that typically lives in a customer relationship management (CRM) system, out of reach of paid search platforms, using integrations that range from simple to fairly involved depending on the setup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To use this feature, you first need to make sure auto-tagging is turned on across your platforms. This setting is usually on by default and adds a unique identifier to destination links, which later lets you connect the online journey to the offline one. Google uses the Google Click Identifier, or GCLID, and other search networks offer the same kind of feature. Microsoft Advertising, for instance, has its own version: the Microsoft Click ID, or MSCLKID.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once tracking is set up, the next step is to make sure this unique identifier is captured in a CRM platform, where the details and final outcome of the offline journey can be recorded. That way, every lead generated through paid search can be identified, and as offline sales processes wrap up, the leads that led to a sale can be told apart from the ones that didn&#8217;t.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The unique identifiers tied to a completed sale then need to be imported into each platform, and conversion settings can be configured to put this hard-won data to use for optimization. Google offers several ways to handle this import, including a simple Google Sheets option, as well as integrations with Zapier or directly with Salesforce if that&#8217;s the CRM in use.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once everything is set up, existing bidding strategies can start reading the full range of signals now available to them, aiming not just for the highest number of leads, but for the highest number of sales. There&#8217;s still one more thing to account for, though: conversion values.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Using Conversion Values<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As mentioned earlier, sales are usually tied to values that can vary a lot across placements for a number of reasons (product value, profit margin, customer loyalty, and so on). If these sale values aren&#8217;t shared with bidding strategies, a gap can open up between what the bidding strategy is trying to generate (completed transactions) and what the advertiser actually wants (maximizing profit).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So it matters to estimate the value that should be tied to each offline conversion, and how to do that can differ a lot from one business to the next. If the sales generated are final and their profitability is known, simply add that value at the time of import. If sale profitability isn&#8217;t known yet, it will need to be estimated ahead of time using historical data.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This can be more or less complicated depending on the nature of the product or service. It&#8217;s worth keeping in mind that even if this data won&#8217;t be perfect, it will still be an improvement over what was done before. If a company has strong customer loyalty and its product or service is likely to be bought repeatedly, or over a long stretch of time, it&#8217;s better to use customer lifetime value, which will paint a more accurate picture.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Several metrics can be used depending on the situation, and picking the right one calls for careful thought. What matters most is estimating the monetary impact of each lead as precisely as possible. From there, it&#8217;s simply a matter of using a bidding strategy type that takes these conversion values into account, one that lets you set and optimize toward a defined return on ad spend.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Once these two strategies are in place, it will become clear that some placements once seen as very profitable are actually less so than expected, while others turn out to be far more profitable than anticipated. This better use of business intelligence will help optimization tactics line up much more closely with a company&#8217;s real goals, and the results will show it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In closing, the main thing to remember is that despite the steady progress of machine learning in paid search, the algorithms used are only as good as the data they&#8217;re fed. So make sure to use the highest quality data available, and importing offline conversion values is an excellent way to do exactly that.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>While the paid search industry has spent the last few years focused on best practices and optimization tools, very little&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1358,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[61],"tags":[],"class_list":["post-5307","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-search-sem"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Importing Offline Conversion Values for Paid Search - Hamak Marketing Num\u00e9rique<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamak.ca\/en\/importing-offline-conversion-values-for-paid-search\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Importing Offline Conversion Values for Paid Search - 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