Google offline conversions

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With Google offline conversions, you can gauge the impact of your advertisements on real-world outcomes. At times, an advertisement might not directly result in an online purchase but can initiate a customer journey that eventually results in an offline sale, for example, at a physical store or through a phone order. Offline conversion data allows you to track what happens in the offline world following an ad-driven click or call to your business. By analyzing offline conversion events, you gain a more thorough understanding of the keywords and targeting parameters (such as location or time of day) that contribute to the most cost-effective conversions. This information helps you to refine your campaign strategies for enhanced profitability.

Setup overview

Here are the steps involved in setting up integration with Blueshift and sending offline conversion data to Google from a campaign:

  1. Complete the prerequisites.
  2. Configure the Google offline conversions app in Blueshift to set up integration.
  3. Configure the payload by setting up a template.
  4. Set up a campaign journey and add a Google offline conversions trigger.
  5. Launch your campaign.

Prerequisites

Before you can set up integration with Blueshift, you must have your Google Ads account set up.

The following information is required for integration with Blueshift:

  • The Client Customer ID from your Google Ads account.
  • You must Add a Conversion action where the Conversion source is set as Website (Import from clicks). Click the Conversion Action to go to the details. From the URL in the browser, copy the ctid parameter which represents the Conversion Action ID.
  • You must pass the GCLID in the event data of the event that you are using to trigger the campaign. The Google Click ID (GCLID) is a parameter passed in the URL with ad clicks, to identify the campaign and other attributes of the click associated with the ad for ad tracking and campaign attribution.

Set up integration

To add a Google offline conversions adapter in Blueshift, complete the following steps:

  1. Sign in to the Blueshift app, and click App Hub in the left navigation menu.
  2. Go to All Apps, search for, and select Google offline conversions.
  3. You can also go to Advertising Apps and select Google offline conversions.
  4. Click Configure to view all the configured adapters.
  5. Click +ADAPTER to add an adapter.

    google_conversions_adapter.png

  6. Add a Name for the adapter.  If you have multiple adapters, the adapter name helps you to identify the integration.
  7. Add the Client Customer ID that you obtained from your Google Ads account.
  8. Click Log in to Google Offline Conversions and log into your Google Ads account.

    The adapter is now added and you can use it in your Cloud App template. 

Quick start templates

When you create an adapter in the App Hub, the following quick start template is added to the Cloud App templates.

  • Upload a Google Offline Conversion

Consider the following points about quick start templates:

  • Quick start templates are identified by the label "QUICK START".
  • A quick start template is added only when you create the first adapter for the app in App Hub. If you have multiple adapters for an app, you can edit the Adapter details on the template Properties tab to select the required adapter.
  • You can use this template as-is in your campaigns. You cannot make any changes to the schema for a quick start template.
  • You can clone the template and then edit the schema as required.

Add a Google offline conversions cloud app template

A Cloud App template is required to send a payload to Google from a campaign. You can include personalizations and recommendations in the template content. For more information, see Cloud Apps templates.

  Note

We recommend that you use the quick start template or a clone of the quick start template as these templates are pre-populated with the required values for the API Endpoint, Advanced Settings, and Content Schema. If you opt for creating a Google offline conversions Cloud App template from scratch, we recommend that you copy the values from these pre-populated fields in the quick start template.

To use a quick start template or to add a Google offline conversions Cloud App template, complete the following steps:

  1. Go to Templates > Cloud App.
  2. Complete one of the following actions:
    • Select the Upload a Google Offline Conversion quick start template for Google offline conversions from the list of templates.
    • To create a clone of the quick start template, go to the action menu for the template and click Clone.
    • To create a new template, click +TEMPLATES on the Cloud App Templates page. Select the Google Offline Conversions app.

      Note: Only apps that support Cloud Apps templates and have atleast one adapter configured are displayed on the Cloud App Templates page.

  3. Go to the Properties tab.
  4. Specify a name for the template to identify it on the index screen.
  5. Select the adapter to use to send the payload.
  6. The API endpoint is added by default to the quick start template. If you have added a new template, copy the API endpoint from the quick start template and use it.
  7. In the Advanced Settings section, select the HTTP Method as POST. This is selected by default in the quick start template.
  8. Add the following HTTP Headers and the corresponding values. These values are added by default in the quick start template.
    login-customer-id {{adapter.login_customer_id | replace: '-', ''}}
    developer-token {{adapter.developer_token}}
  9. Add tags and other relevant information.
     

    googleconversions_template_properties.png

  10. Go to the Content tab.
  11. If you are using a cloned quick start template or a new template, go to the Schema tab and configure the schema for the form.
  12. Go to the Content Form tab.
  13. For the conversionAction field, the value is added as
    "customers/{{adapter.client_customer_id | replace: '-', ''}}| /conversionActions/<conversion-action-id>"
    Replace the <conversion-action-id> with the Conversion Action ID that you obtained from your Google Ads account.
  14. Fill the other fields to specify the data to send to Google offline conversions. You can use Liquid for personalization in these fields.
    Note that the value of the gclid field is taken from the event data of the event that you are using to trigger the campaign.
     

    googleconversions_template_content.png

  15. In the preview tab, you can also switch to JSON and view the content in JSON format.
  16. The quick start template uses attributes from an event in the content and the purchase event is added by default as the Sample event on the Data tab > Preview Data section.
  17. In the Show Data section, go to the bsft_event_context object. This contains the event specific data that you can use in your template.
  18. Save the template.

Next steps

In your campaign journey, add a Google offline conversions trigger. Select the template that you created.

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