Tracking offline sales conversions coming in to your Google Ad Campaign is the best conversion data you can get into your Google Ad Campaign for lead gen campaigns. Instead of optimizing a campaign to increase leads and lower cost per lead, you're able to optimize the campaign to increase your return on ad spend. That can truly be a game changer for your Google Ad Campaign.
In the past, if you wanted to track offline sales conversions on your Google Ad Lead Gen Campaign, you had to collect the gclid in a hidden form field to pass along to your CRM. Of course, this is only for leads coming in through form submissions. To track offline sales conversions from calls, you'd just collect the phone number the lead called in from and use that as the unique identifier instead of gclid.
Now that Google Ads has released "Enhanced Conversions" you're probably wondering what the difference is and which one you should use. They can both work depending on your situation but here are the main differences:
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