Salesforce Users can utilize Google Ads Conversion Tracking to evaluate the true performance of Google Search ads with actual sales opportunities and closed deals. Various conversion tracking options in Salesforce (and Pardot) will enable your team to evaluate the value of paid clicks and optimize search campaigns based on ROI reporting.
The option you select for conversion tracking with Salesforce will depend on your overall strategy and your unique implementation of Salesforce. There also are additional AppExchange options to provide even deeper reporting for organizations with a high ad spend.
Keep in mind that all of these options are dependent on using the standard Opportunity object in Salesforce to record sales transactions. For organizations using Orders or custom objects, those objects are not currently compatible with conversion tracking. In those scenarios, you can consider creating a pass through of key sales data (stage, close date and amount) from your custom object to the standard Opportunity object.
1. Using the Google Ads Connector in Pardot
Users with a Professional edition, an Ultimate Edition or a Google Ads Connector Add-On license can access the Google Ads Connector in Pardot. The connector enables you to view ROI metrics and look at specific Prospects and Opportunities tied to Google Ads Campaigns.
In Pardot, you can access more detailed information on specific Prospects and Opportunities generated by search ads. Also, you can compare these results with other marketing campaigns in Pardot or Sales Cloud.
After setting up the connector, Pardot will populate your Google Ads data in the Paid Search report (“Reports”; “Connected Apps”; “Paid Search”). All paid-search activity will automatically funnel into this report.
If you have Pardot integrated with Sales Cloud, Opportunities tied to Ads-generated Prospects will appear on the Paid Search report beside the Campaign, Ad Group and Keyword responsible for their conversion.
Pardot will combine Google Ads costing data and Opportunity values to calculate ROI and CPO (Cost Per Opportunity). These metrics can be analyzed at the campaign, ad group and ad levels.
These reports will gather all Opportunities tied to a Prospects record, including historical data. If a Prospect engages with an Ad, not only will their future Opportunities appear in the Paid Search report, but also any prior opportunities. It’s important to note that this feature will calculate the total lifetime value of a customer and the associated ROI with paid search.
2. Monitoring Conversions with an AppExchange Application
There are several AppExchange apps that can provide conversion tracking by integrating with Salesforce. Most of these products calculate ROI for multiple marketing channels including social, direct, organic and referral.
This will prove a costlier option compared to those which use standard functionality in Salesforce and Pardot. But, the added benefit of gaining visibility into the ROI of many channels, in addition to Google Ads, make it worth considering.
3. Tracking Conversions with the Google Ads Conversion Import for Salesforce
By bringing conversion data into Google Ads, you can analyze more data points for their impact on revenue, such as user locations, days of the week or user device. Bringing conversions into Google Ads also enables you to use both bidding features designed to help boost conversions: Enhanced CPC and Maximize Conversions.
The Conversion Import for Salesforce bases conversion-tracking off the Lead Status and Opportunity Stage fields. Once a Lead or Opportunity progresses to the targeted Stage or Status, a Conversion will be triggered in Google Ads.
The setup requires configuring the Lead and Opportunity objects, as well as Pardot or Salesforce web-to-lead forms, to capture a parameter called a GCLID, Google Click ID, which ties users to specific Google Ads. You will also need to link your Salesforce and Google Ads accounts. With the setup complete, Google Ads can begin recording conversions and conversion values by referencing Salesforce fields (e.g. Lead Status, Opportunity Stage and Expected Revenue).
In your Google Ads account, you can adjust settings like Conversion Window and Count to improve data accuracy. The Conversion Window specifies the number of days after the ad click in which conversions can be recorded. So, in a 90-day window, a conversion will be added when an Opportunity Stage is updated 90 days after the original ad click. Count is the number of conversions that can be recorded for a single user: one or many. For Pardot users, this can be handy because you can limit the number of conversions recorded for each user. The Pardot Connector will attribute the lifetime value of each customer to the campaign.
4. Using the Google Ads Conversion Tracking Code
You can also track conversions by adding the Google Ads conversion tracking snippet to the Thank You Code area in the Pardot form builder. This will record a conversion whenever a Google Ads-generated visitor reaches the thank-you content on your Pardot form.
This option works well for tracking a campaign’s success in generating new Prospects. In contrast, the Google Ads Conversion Import for Salesforce allows you to only track conversions for qualified Prospects that have progressed to a specific status.
This option does not populate a unique value for each conversion. Instead, a standard value can be set for all conversions to help with gauging campaign ROI.
How to Optimize Google Ads Campaigns Using Conversion Metrics
Once you have your connection established between Google Ads and Salesforce, you can leverage data in the following columns by adding them to your Google Ads reports: “Conversions”, “Cost/conversion,” “Conv. Rate,” “Conversion value”, and the “Conv. value/ cost.” The Con. Rate indicates the percentage of clicks that generated conversions, which will help you determine whether to raise or lower bids. Stellar keywords with a higher Conv. Rate merit higher bids. Apply the same logic to setting device and location bid adjustments.
After you get through the setup, conversion metrics can give you a much better sense of where your money is going while closing the loop on Salesforce Campaign and Opportunity reports.
If you would like help implementing one of these options, contact us. We can assess which approach works best for you and ensure a proper setup.