Pushing data form Zoho CRM to Google Ads help you understand which clicks led to which offline conversions. You can get a complete picture of the click-to-conversion cycle and accurately analyze your spending. Additionally, you can leverage bid automation features to optimize for offline conversions.
Data from Zoho CRM is pushed into three conversion components:
Here is a brief description of how leads are captured from web forms and offline conversions are pushed to your Google Ads, completing the "lead-deal" cycle.
A prospective customer clicks on your Ad and visits your website.
Google click ID (GCLID) is generated.
The prospective customer navigates your website and ultimately fills out your web form.
A tracking code keeps record of the GCLID that was generated on clicking the advertisement. It is maintained till the user fills the form and is passed on to Zoho CRM along with the details filled in the form.
In case of a web-to-lead form, a lead is created in Zoho CRM.
When the form details are pushed to Zoho CRM, using those details, a new lead is added. In case of web-to-contact form, a contact is created. The Google Ads Information Section in the record is updated approximately 48 to 72 hours from the lead creation time.
In Google Ads, under Tools > Conversions, lead creation count is added to the Google Ads conversion tracking name, Zoho CRM Leads/Contacts.
The sales rep qualifies and follows up the lead and converts to a potential (and contact).
In Google Ads, under Tools > Conversions, lead conversion count is added to the Google Ads conversion tracking name, Zoho CRM Leads Qualification.
When the potential is won and closed, the potential stage is set to “Closed Won.”
In Google Ads, under Tools > Conversions, potential won amount is added to the Google Ads conversion tracking name, Zoho CRM Sales.
Data for the three components (Zoho CRM Leads/Contacts, Zoho CRM Leads Qualification, Zoho CRM Sales) is pushed to Google Ads once every 24 hours at particular pre-scheduled hour. However, the exact time of day that this happens is not standard for all users. It is based on the time when the Google Ads Integration was configured with the CRM account and so differs for each user depending on when they set up this configuration for their account.
On lead creation, lead qualification or a sale, when the conversion data is pushed to Google Ads some of the records in CRM may not be taken into account. The reason being, they are too recent to be processed. Google Ads requires 4-6 hours after the ad click to process the details of the click. So ideally, Zoho CRM will get the complete details of the ad click only after approximately 6-8 hours.
There are two types of counting options provided by Google Ads.
Unique Conversions - Google Ads counts only unique conversions that happen after an ad click. This is the counting option set for Google Ads conversion tracking names Zoho CRM Leads/Contacts and Zoho CRM Leads Qualification components.
All Conversions - Google Ads counts all conversions (per tracked conversion action) that happen after an ad click. This is the counting option set for Google Ads conversion tracking name Zoho CRM Sales component.
You run a digital marketing agency. You have different forms on your site for each service you provide. You want to see how your ads encourage people to fill up these forms. Currently, your ads promote your web design and social media marketing services.
A user clicks on your ad and fills the web design form twice – each time with a different set of requirements. The same user fills up the social media marketing service form thrice – again with different values each time.
In some cases, the conversion data is not pushed to these components. Following are some of these cases:
The conversion import failures can be tracked in the Google Ads tab along with the details of the records in CRM. Please note, each entry is available for 7 days only. These details will also be available in individual records under the Google Ads Information section.
To view offline conversion import failures
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