Measure Online to Offline Conversions with Google AdWords + SugarCRM

John Mertic —  September 5, 2013 — 15 Comments

Tracking the effectiveness of a marketing campaign is the “Holy Grail” of all demand generation efforts. Knowing which campaigns turn into sales is the goal every marketer chases. In the spirit of “if you can measure it, you can manage it”, Google AdWords has emerged these past ten years as one of the most effective places to spend your marketing dollars. AdWords reporting allows you to easily see which AdWords campaigns translate to click-throughs. In addition, Google has given companies that leverage e-commerce sales the ability to actually measure within Google AdWords via their Conversion Tracking feature which campaigns translate not just to click-throughs, but also to actual sales.

What about if your sales process is more B2B and involves traditional invoices and sales force automation tools like SugarCRM? Google has recently added the ability for closed-loop reporting for “offline” campaign-to-lead-to-sales conversions. Now with AdWords Conversion Import, marketers can import opportunity data from their SugarCRM system into Google AdWords and see which marketing campaigns translate to “won” opportunities, or “offline conversions”.

Overview

How does this flow look inside SugarCRM itself? See this diagram…

How do we customize Sugar to support this process? That’s easy to do! Here’s a guide how…

Channel

Key Event

Technical Details

Online

A prospective customer clicks on your AdWords ad, which leads to your website.

Google passes the GCLID to the website.

Online

The prospective customer explores your web pages — she reads descriptions, watches videos, and downloads whitepapers. During that session, or a later one, she enters her information into your lead submission form that uses Sugar’s Web-­to-­Lead solution.

Using the JavaScript code samples below, the website stores the GCLID in a cookie and then passes the GCLID value (along with the lead information entered on the form) to your Sugar system.

Note: If you’d like to track this lead submission as a conversion, you could use AdWords Conversion Tracking to track conversions on a website.

Offline

A lead is created in Sugar.

Sugar creates a new lead that stores the lead’s information + GCLID.

Offline

When the lead becomes “qualified,” it’s converted to an opportunity. Then, an opportunity record is created with the initial stage “prospecting.”

Sugar stores this conversion event in the opportunity history so AdWords can later retrieve exactly when the click resulted in a new opportunity (aka qualified lead)

Offline

When the opportunity is won and closed, the opportunity stage is set to “Closed Won.”

Sugar stores this conversion event in the opportunity history so AdWords can later retrieve exactly when the click resulted in a final sale, or “win.”

How do we customize Sugar to support this process? That’s easy to do! This guide will describe how to…

  1. Understand the basics of the AdWords conversion import feature, it’s requirements, and how the Google click ID (“GCLID”) is passed to the advertiser and then imported back into AdWords. Read Google’s Tracking Offline Conversions FAQ before following the steps below.

  2. Install the package ‘Google AdWords Offline Conversion Tracking for SugarCRM‘, which is available on SugarExchange, on your Sugar instance. This will add in all the pieces to support tracking the AdWords ID throughout the sales process. This package will work Sugar 6.5 and later ( both on-premise and on-demand versions ).

  3. Understand the mechanics of capturing the GCLID in your Sugar Web-to-Lead forms, tracking that GCLID in your opportunities and then importing your closed opportunities with the corresponding GCLID back into AdWords for closed-loop reporting.

  4. Generate a report and export the content as a CSV file in order to import it back into Adwords.

Step-by-Step Instructions

Understand Tracking Offline Conversions.  The very first step is to read Google’s Tracking Offline Conversions FAQ so that you understand how this all works on the Google AdWords reporting side. Be sure to pay attention to the section about Auto-tagging. This feature must be enabled for this all to work

Configure Sugar to Track GCLID Values.  The next step is configure the appropriate custom fields within SugarCRM.  As described above, SugarCRM has provided a Module package that will implement the GCLID tracking within the Lead and Opportunity modules for you so that you don’t have to create the fields using Sugar Studio.  This read-only field will be automatically populated upon lead creation in the Lead module and upon lead conversion, the Opportunity module’s GCLID will also be automatically populated.

Set the GCLID Value in a Website Cookie.  When a visitor clicks on your AdWords ad, AdWords will append the URL parameter “gclid” to the URL that leads to your landing page. Now on your website itself, you are going to want to ensure that on the landing page from AdWords you can handle the GCLID and move it into a cookie that we can read on the Web-to-Lead form we’ll create later. Here’s a snippet of Javascript that will set the cookie..

As you’ll be adding many AdWords campaigns over time that will have different landing pages in your site, the best practice here is to add this snippet on every page, such as putting it in a common header or footer template for your website.

Create a Web-to-Lead Form that Captures the GCLID.  Next, create a new Web-to-Lead Form, which will be the target link of the AdWords campaign. To capture the GCLID that comes from AdWords, follow this guide to add the custom field to the form, and then open the HTML file created by the Web-to-Lead form and add this bit in it to capture the GCLID into a custom field that was created by the package.  This code will map the “gclid” value in the cookie set by your website into the custom GCLID field in the Lead module.

Passing the GCLID Value from Leads to Opportunities.  Your SugarCRM system is now fully enabled for capturing and tracking AdWords IDs throughout the Lead and Opportunity process.  Because the GCLID custom field has the same name in both the Lead and the Opportunity modules, the value will be automatically passed from the lead to the opportunity upon lead conversion.  No extra steps are required here.

Exporting the CSV File from Sugar Back into Google AdWords.  Now that SugarCRM is tracking and managing this data, we need to be able to get conversion events back into Google AdWords. To make this process simple, the Module package above added a new report ‘Google Adwords Offline Conversion Tracking Export’.

This report gives you an overview of all of the sales stage changes made in Opportunities that have came from an AdWords Campaign. By default the report will only capture when these Opportunities move to the ‘Prospecting’ and ‘Closed Won’ stage, but you can easily change the filter to pass other stages over to Google.

To send this to Google, export the report as a CSV file, which will give you CSV file in the format  you need to import into AdWords to do the tracking on the offline conversions. You will need to add one line to the top of the file so Google knows the source of the file and your AdWords timezone.

Parameters:EntityType=OFFLINECONVERSION;TimeZone=HHMM;

Update the “TimeZone” value so it reflects your AdWords account’s time zone (e.g -0800 for US Pacific Time). For more details on this, please see Google’s FAQ.

You will need to run this report, export the CSV file from Sugar and import the CSV into Google AdWords each time you want to synchronize your offline conversions from Sugar to Google.

With that, you’ll be able to capture and store Google AdWords Click IDs in SugarCRM, and have a better view of the true number of AdWords Conversions.

John Mertic

Posts

John Mertic manages the strategic ISV alliances program for SugarCRM, having several years of techincal experience bringing solutions to market with several SugarCRM technology partners. A frequent conference speaker and an avid writer, he has been published in php|architect, IBM Developerworks, and in the Apple Developer Connection, and is the author of the book 'The Definitive Guide to SugarCRM: Better Business Applications' and the book 'Building on SugarCRM: Creating Applications the Easy Way'. He is also president of the OpenSocial foundation, guiding them in solving interoperability issues for enterprise application providers worldwide.

Trackbacks and Pingbacks:

  1. Measure & Optimize for Offline Sales with AdWords Conversion Import | Google Adwords Help - September 5, 2013

    [...] software solution providers, including Marketo, Mongoose Metrics and SugarCRM have also posted guides on integrating with this new feature.  In addition, we have published a [...]

  2. Measure & Optimize for Offline Sales with AdWords Conversion Import « « EsheleDEsheleD - September 6, 2013

    [...] software solution providers, including Marketo, Mongoose Metrics and SugarCRM have also posted guides on integrating with this new feature.  In addition, we have published [...]

  3. AdWords Conversion Import Update and Bing Gets You Trending Stories | Position² Blog - September 6, 2013

    [...] your offline conversions. Other software service providers like Marketo, Mongoose Metrics and SugarCRM have also published guides on integrating the new conversion import feature. Google has also [...]

  4. Optimize For Offline Conversions With New AdWords Conversion Import Feature | PPC Hero® - September 6, 2013

    [...] ·      SugarCRM [...]

  5. Google AdWords:跟踪离线转化了解更准确的转化路径与广告支出回报率 - 肖庆的数字营销博客 - September 8, 2013

    [...] SugarCRM [...]

  6. Seguimiento de ventas offline desde Google Adwords - Súmate, Marketing Online - September 12, 2013

    [...] proveedores de software, incluidos Marketo, Mongoose Metrics y SugarCRM tienen guías para poder integrar estas nuevas características.  Además de la publicación de [...]

  7. 10 Adwords Online Blogs - The Ultimate Keyword Research Website - September 21, 2013

    [...] Measure Online to Offline Conversions with Google AdWordsTracking the effectiveness of a marketing campaign is the Holy Grail of all demand generation efforts. Knowing which campaigns turn into sales is the goal every marketer chases. In the spirit of if you can measure it, you can. [...]

  8. 10 Adwords Measure Blogs - The Ultimate Keyword Research Website - September 22, 2013

    [...] Measure Online to Offline Conversions with Google AdWordsTracking the effectiveness of a marketing campaign is the Holy Grail of all demand generation efforts. Knowing which campaigns turn into sales is the goal every marketer chases. In the spirit of if you can measure it, you can. [...]

  9. 6 Adwords Measure Blogs - The Ultimate Keyword Research Website - September 22, 2013

    [...] Measure Online to Offline Conversions with Google AdWordsTracking the effectiveness of a marketing campaign is the Holy Grail of all demand generation efforts. Knowing which campaigns turn into sales is the goal every marketer chases. In the spirit of if you can measure it, you can. [...]

  10. 6 Adwords Online Blogs - The Ultimate Keyword Research Website - September 22, 2013

    [...] Measure Online to Offline Conversions with Google AdWordsTracking the effectiveness of a marketing campaign is the Holy Grail of all demand generation efforts. Knowing which campaigns turn into sales is the goal every marketer chases. In the spirit of if you can measure it, you can. [...]

  11. 8 Online Adwords Blogs - The Ultimate Keyword Research Website - September 23, 2013

    [...] Measure Online to Offline Conversions with Google AdWordsTracking the effectiveness of a marketing campaign is the Holy Grail of all demand generation efforts. Knowing which campaigns turn into sales is the goal every marketer chases. In the spirit of if you can measure it, you can. [...]

  12. Mensuração & Otimização de Vendas Offline com a Importação de Conversões Offline - September 25, 2013

    [...] fornecedores de software do ramo, incluindo Marketo, Mongoose Metrics e SugarCRM, também postaram guias sobre como integrar com essa nova funcionalidade. Além disso, também [...]

  13. Measure & Optimize for Offline Sales with AdWords Conversion Import | Adwords Blog - September 27, 2013

    [...] software solution providers, including Marketo, Mongoose Metrics and SugarCRM have also posted guides on integrating with this new feature.  In addition, we have published [...]

  14. Measure & Optimize for Offline Sales with AdWords Conversion Import | Hanif Sipai | A Social Media Geek | PPC Professional - October 4, 2013

    [...] software solution providers, including Marketo, Mongoose Metrics and SugarCRM have also posted guides on integrating with this new feature.  In addition, we have published a [...]

  15. Was bringt das neue Google AdWords Offline Conversion Tracking für Unternehmen an Vorteile? - Agentur für High Performance Online Marketing | MSO Digital - October 10, 2013

    [...] SugarCRM – Import der Daten in das SugarCRM System [...]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s