Users with administrator profile need to enable the Google Ads Integration in Zoho CRM. Setting up Zoho CRM for Google Ads comprises of these steps:
To set up the Google Ads integration
To get started, you need to authenticate your Google Ads account and authorize your Zoho CRM account to access it.
In this step, you need to choose the Google Ads Client that you want to link with Zoho CRM and also select an option to track conversions.
If you manage more than one Google Ads Client Accounts using an MCC type Google Ads Account, then you can select the accounts you want to integrate and track in Zoho CRM. Please note that the integration supports Normal and MCC types of Google Ads Accounts. It does not support Multiple MCC Accounts. All the campaigns, associated to the client account that you select, will be created in Zoho CRM under the Campaigns tab.
In your business, conversions could refer to any action performed by the customer on clicking the ad. The actions could be signing up for your product, downloading an app or ebook, purchasing a product, or just filling out a ContactUs form. These could be online as well as offline conversions.
Imagine you've displayed an advertisement for your Zylker Curtains store in Google Ads. Your prospective customer, Jasmine Frank, purchasing officer at Acme Inc. clicks on the Ad in Google Search results and fills the inquiry form in your landing page. At this time a lead is created in Zoho CRM and the customer’s GCLID is noted. After a few follow-ups by your sales team, she visits your store to have a look at your material and makes a purchase. The sales person, closes the potential created in Zoho CRM and raised an invoice to Acme Inc. See Also Offline Conversion - Google Help
Though she had inquired your products online through Google Ads campaign, the actual conversion happened in offline mode. Such sales conversions that happen outside the online world can be automatically linked within Zoho CRM using this integration. Details that are available in Zoho CRM can be pushed to Google Ads to maintain a complete set of data on conversions. See Also Push Data to Google Ads
By pushing the Zoho CRM conversions into Google Ads, you can:
To link Google Ads Client Account and specify conversion import options
While setting up Ads and corresponding destination URL, i.e., landing page for campaign, the auto-tagging option dynamically adds GCLID parameter to the destination URL. This helps you identify which ad was clicked on each visit to your web site. See Also Auto-Tagging - Google Help
Zoho CRM uses information from auto-tagged URLs to track the following details:
The Tabs, Fields, Reports and Dashboards that are offered in Zoho CRM as a part of this integration are listed for your reference in this step. Check out the various new fields that will be added, the reports that will be available and click Finish.
Following are the components that will be added in the Zoho CRM account once the integration is successful. Please note that initially only users with administrator access will be able to access them. The administrator can enable this access for others under the user's profile.
A new tab will be added, namely Google Ads.
The table lists the fields available in Leads, Contacts and Potentials under Google Ads Information section. Data is automatically populated in these field and the field values cannot be edited.
A number id for the campaign.
|Adgroup Id||A number id for the adgroup.|
|Ad Id||A number id for the ad.|
|Keyword Id||A number id for the keyword.|
|Keyword||Your Google Ads keyword for which the lead is created.|
|Click Type||The type of click that brought the lead to your website. Example: Headline, Phone calls, Sitelink, etc.|
|Device Type||The type of device used by the lead. Example: Computers, Mobile, etc.|
|Search Partner Network||The type of partner network that generated the lead. Example: Google search, Google partners.|
|AdCampaign Name||The name of the AdCampaign from which the lead is created.|
|AdGroup Name||Name of the AdGroup from which the lead is created.|
The type of network that generated the lead. Example: Google Search or Google Display Network.
|Ad||The Ad that was clicked by your lead.|
|Ad Click Date||The date when the advertisement was clicked by the visitor.|
|Conversion Export On||The date and time when the conversion data is pushed to Google Ads. Since every 24 hours, the GCLIDs generated on ad click and the leads added in CRM are mapped and the Google Ads data is added to the respective records in Zoho CRM.|
|Conversion Exported Status||Two values are populated in this field: Success, Failure and Not Started. When the data is pushed to Google Ads, initially by default the status is marked as Not Started. Due to some technical reason, if some of the conversion data is not added to Google Ads, then the field is marked as Failure for the record. If the conversion data gets added, it is marked as Success.|
|Reason for Conversion Failure||When due to some technical reason, the conversion data is not added to Google Ads, then the reason for the failure is specified.|
A list of standard reports and dashboards are also added such as Google Campaigns by Industry, Google Campaigns by Lead Status, Closed Potentials by Campaigns, etc.
The set-up is almost complete. The integration process will take a while based on the Google Ads data. Meanwhile, you need to add the tracking codes to your web forms.
After enabling and configuring the Google Ads Integration, there are a couple of things you need to accomplish to track your Google Ads information inside Zoho CRM.
In this step, you add a tracking code in all the web pages in your website, ideally in some universal element like the footer of the page. This is required to keep track of the GCLID generated on clicking the advertisement.
When a visitor clicks on your advertisement and comes to your landing page, there are chances the visitor navigates to other pages before filling up the web form. In such cases, this tracking code keeps record of the GCLID that was generated on clicking the advertisement.
In your web form, adding the code snippet for the hidden element is very essential to capture the unique GCLID that is generated on clicking the Ad. This code helps you extract the data that GCLID captures when a visitor clicks on an advertisement. The GCLID gives you information such as Google Ads Campaign, Ad Group, Keyword, Ad, etc.,which is passed on to your customer database (Zoho CRM) along with the lead information that you collect from the visitor who fills up the web form. Capturing the GCLID is mandatory to capture the Google Ads Information right inside your Zoho CRM account. Please note, this is not supported for Web-to-Case forms.
While creating new web forms in Zoho CRM, the hidden element code can be automatically included in the form's code. For existing Zoho CRM web forms, the code snippet needs to be added in the form's code.
Creating a new form - While setting up a new form, add the form's details such as the form name, landing page URL, form location URL, etc. If you are a Google Apps user and you have enabled Google Ads integration, the Google Ads script will automatically be made available to you. See Also Setting up Web forms
Adding code to an existing form
In the case of the third party web form builder, besides adding the hidden field code in the web form and tracking code in all the web pages, you must include the "GCLID" variable in your existing API script.
To set up webform tracking via third party web forms
The tracking code "zcga.js" fetches the GCLID from the browser's cookies and sends it to the third party's database. In order to make this information available in Zoho CRM you must push the data to Zoho CRM via API. Along with the existing variables, include the GCLID variable as well so that the GCLID is pushed to Zoho CRM.
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