Connecting Zoho CRM and Google enhanced conversions
In Zoho CRM, capturing and nurturing leads is just the beginning. When a conversion event occurs, for example, when a lead is marked as Closed Won, that information is automatically sent back to Google. This helps Google understand how your leads progress through the sales funnel, allowing it to optimize ad delivery and improve campaign performance.
What are Google enhanced conversions?
When a lead interacts with your Google Ads and their information is captured in Zoho CRM, this data is shared back with Google. Using this feedback, Google analyzes the customer’s journey and refines its ad algorithms, deciding whether or not to show ads to the same user again. This ensures that your targeting stays accurate and that customers who have already converted are excluded from future ads for that specific product or offer.
As a result, your campaign performance data becomes more reliable, helping you measure ROI effectively and optimize your ad spend. This integration creates a closed loop between Zoho CRM and Google Ads, keeping your ads relevant, your budget efficient, and your customers’ experience seamless.
Prerequisite for Google Enhanced Conversions
To view your Google Ads account in Lead Chain, ensure that enhanced conversions are enabled in your Google Ads settings. Follow the steps below:
- Go to Google Ads.
- In the left panel, click Goals.
- Hover over the Conversions dropdown and select Settings.
- On the settings page, check the Enhanced conversions or leads box.
Note:
- Use Google Tag for both third-party and Google integrations. Refer here .
How to Create Conversion Actions
To create Conversion Actions in Google Ads:
- Go to ads.google.com.
- In the left-hand panel, click Goals.
- Hover over the Conversions dropdown and select Summary.
- Click New conversion action.
- Select Conversions offline.
- Click Add / Edit data sources.
- Select Skip this step and set up a data source later.
- Check the Turn on enhanced conversions for leads and Data was collected and shared with Google box
- Click Done and Save and continue.
- Choose the stage/category of event you want to sync back to Google.
- Click Add conversion action and then Connect data source later.
- Once configured, click Save and continue.
- Click Finish to create your Conversion Action.
Lead data with your conversion action is now ready to be used for tracking conversions and syncing Zoho CRM.
Filter
While creating a chain, you can apply a filter by setting specific criteria. Only the leads that meet these conditions will be synchronized.
Info:
- The filter should align with the category you selected when creating the Conversion Action.
For example, if you choose the Leads module and have created a Conversion Action for your qualified leads, you can set up a filter as follows:
- Field: Lead Status
- Condition: Equals
- Value: Qualified
Once applied, only leads with the Qualified status will be synced to Google.
Connecting Google enhanced conversions with Zoho CRM involves just two steps
- Connecting the apps
- Mapping the fields
Connecting the apps
This is the stage where you map the source (Zoho CRM) and the destination (Google enhanced conversions). Choose the source module from which you want to synchronize the generated leads.
In the destination section, you can connect the appropriate Google account with LeadChain and select the account. You can also configure the following:
Segmentation
- CRM Tags: The leads associated with the selected tag will be sent from Zoho CRM to Google.
- CRM Campaigns: The leads linked to the chosen campaign will be sent from Zoho CRM to Google.
Mapping fields
This stage allows you to map the fields from your Zoho CRM to the corresponding fields in Google enhanced conversions. This ensures that all your details are captured accurately for tracking and reporting.
Customer information fields such as Name, Email Address, City, and others are mapped by default. However, the Conversion Date-Time field is mandatory. This field represents the exact time when the conversion event occurred.
For optimal performance and more accurate tracking, it’s recommended to map as many relevant fields as possible. The more fields you map, the better Google can optimize your ad performance and conversion data.
To create a chain between Zoho CRM and Google enhanced conversions:
- Go to LeadChain module and click + Create new chain.
- Enter a suitable name for the Chain.
- Select Source and Destination as Zoho CRM and Google enhanced conversions respectively.
- In the Source section, do the following:
- Choose a module
- Select an appropriate CRM Tag, and Campaign from the drop down list to segment the generated leads automatically.
- In the Destination section, do the following:
- Select a Google Account from the dropdown list. If you haven’t connected one yet, click + New Google Account to add your Google account to LeadChain.
- Select your Google Ads Account.
- Choose your Conversion Action from the dropdown list.
- Click Proceed to Field mapping.
- Map the fields in Google enhanced conversions with the fields in Zoho CRM.
- Click Save and Publish. Alternatively, you can click the drop-down and select Save as Draft.
Note:
- Ensure you’ve completed the prerequisites mentioned above to make your ad account available and clickable in the dropdown.
View Chain Stats
Once the leadchain is created and the status is Active, you can view stats on the Total Number of Leads Synced, and the Last Lead Details.
Manage chains
- Once chains are created, you can choose to edit or delete them if required.
- Click the Download button to get a copy of all the leads.
- Enable the toggle switch to set password for the downloadable file and click Download Now.
Access your files securely from anywhere
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