Question

Hi guys, how to you track off line conversions for your agency? I found out that normally BtoB business track the cost per lead but not the ROAS per lead nor optimize for qualified leads. ex. You spent 1000$ on Google Ads and 1000$ on Facebook ads. > you get 15 leads on GA (CPA=67$) and 5 leads on FB (CPA=200$). We don't know which lead has converted nor how much money it is worth. Easily the FB leads could bring a bigger ROAS than GA and our optimization would be inaccurate. (there is the attribution issue as well, but lets not complicate things). I know agencies that are on the first 2 levels and only know 1 on the 3 level. 1 Level: Optimize for clicks (some agencies still do it). 2 Level: Optimize for lead CPA. 3 Level: *Optimize for lead Roas. *the 3 level demands that we send back data to our Google analytic, with conversions and with the sales data. It allows as well with the right scale to have better audiences and LLA. It will be possible to match the source, ad or keyword that brought us the $ even if the deal is closed 1 month after the original lead made contact. I'm working on a solution for level 3, and I'm wondering if you guys already do it or do you use a software for it.  

Answer 1

We import our invoices in as offline conversions with zapier.  

Comments

@hypercritical Cool didn't try it yet. Thanks :)

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And for attribution put a hidden field in your form that collects the gclid or fbclid. Then you know exactly where each lead comes from. Personally I like tracking attribution with goals in Google analytics. Then I import the goals as conversions back into Google ads. Not currently running FB ads but I would just fire the pixel as a conversation on the thank you page.  

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@hypercritical I trying to implement a similar method but with measurement protocol.  

Answer 2

You need better closers ;-)

Answer 3

We keep track of our leads and sales but we don't like to overcomplicate things. You can have CMS tools to direct offline conversions back into Google ads for instance. But as you say yourself: it's a lag indicator. I'd fully focus on lead quality. The closing rate is something you need to work on on the closer side of things. For you particular problem: what about using a separate landing page per channel and keep track of the leads there?  

Comments

I know what you mean but it still does not tell me which keyword (G. ads) or which angle (FB) is making us money. I spoke with a guy who is working for a big bank and he said to me that they found 2-3 keywords that a making all the money. And they only bid those 3 keywords. the same way in Ecom we try to find the clients that have better AOV.  

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Marek, those reports can also come from the CMS those companies use. their reports can include as many parameters as you wish. With valuetrack parameters for Google ads you can even go all the way. But to be able to let machine learning do it's work in Google ads or FB, I think the typical sale delay is simply not useful enough.  

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@arthur This advice LOL

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Aaron, what do you mean?  

Answer 4

I'm using my specialized tool to send Salesforce data/changes for Leads and Opportunities to Google Analytics, along with custom dimension/metrics data (if available). It does leverage the Google Analytics Measurement Protocol. Some people use Zapier, but it's not enough to get everything through correctly IMO.  

Comments

@rochkind5913 thanks for your feedback. Are you using a webhook with your tool?  

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@rochkind5913 nice thanks

Answer 5

If you never feed real world data back in, you’ll end up optimizing for lower value leads. Period. Because someone else will be optimizing to the real value.