full

Uncovering the Issue of Offline Importation of Conversion Actions in Google Ads

John sheds light on an issue that only skilled marketers are aware of and then provides a clear solution. This is the offline importation of the conversion actions that happen post-lead generation and when you want to upload them back into Google Ads.

Apple is pushing heavily on WBRAID and GBRAID parameters. But those are not being imported with the standard GCLID parameter.


That's why advertisers need to learn this method to upload those leads back into Google Ads. This method will also help you push against the spam leads that Performance Max is generating because of heavy click farms and junk traffic. Listen to this episode now!


Related videos:

💣 The Secret to Google Ads Success: Mastering Media Efficiency Ratio (MER):   

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🚀 Why You Need to Migrate to GA4 on or Before July 1, 2023:   

 • 🚀 Why You Need to Migrate to GA4 on o...  


0:00 Uncovering the Issue of Offline Importation of Conversion Actions in Google Ads

1:15 Looking into the marketing source

2:44 What you need to capture first for WBRAID and GBRAID

4:43 Enhanced conversions for leads

7:01 Template for offline conversion uploads

13:47 Why is this method important?



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Transcript
Kasim:

Hey everyone, John here with Solutions 8 and today we're going to

2

:

be covering an issue that no one really

knows about unless you're a good marketer.

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:

And this is actually the offline

importation of the conversion actions

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:

that happened post lead generation.

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:

And when you want to upload them back

into Google ads, I bet you didn't know

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:

this, but W Braid and G Braid that is

becoming more popular, which is the

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users that are coming from iOS devices.

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Those are actually not able to be imported

with the standard GCLID parameter.

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Now, what this means is let's say

you have a lead generation campaign

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:

and you want to upload those offline

conversions back into Google ads.

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And an example of this be lead

came in, you sold that lead,

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let's say a 10, 000 item.

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And you want to put that back into Google

so that you can see which lead inside of

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your ad groups, keywords, ads, campaigns,

whatever may be generated that lead.

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Typically, this is an.

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Advanced strategy that a good marketer

is used to identify where is the lead

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coming from that is actually also closing.

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So that negative keywords can be added.

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Bit adjustments can be made.

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Ad copy can be updated.

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Campaigns can have more or less ad

spend all of the ways that you want to

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optimize for those offline conversions.

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When you upload those back

into Google, unless you have a

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GCLID, you can't do it anymore.

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And we found this issue here, There's

actually now the marketing source

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is becoming W Braid more often.

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So there's G Braid and W Braid.

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And fortunately, what this is actually

doing is telling you that these

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people are coming from iOS devices.

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And if you have, let's say, a hundred

leads, you might see that 20, 30, 40,

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80, even sometimes 100 percent of them.

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If you're targeting a specific

device like an Apple user, those

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can no longer be imported using

the standard import feature.

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If you go into a Google ads account

and you go in for two conversions,

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the conversions here, When you go into

uploads and you want to upload those

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conversion actions, You're going to view

the template conversions from clicks.

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You're only seeing three.

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So conversions from clicks, conversions

from clicks, external attribution to list

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of using MCC account for your, for your

attribution and conversions from calls.

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When you look at the Google sheet

here, for example, you're going

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to see Google click ID G clade.

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This is now the way that you have

to have your uploads formatted.

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Well, what happens when you have W braid?

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You can't stick the W braid.

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Inside of here, it's simply going to say

this GCLID has been altered or is invalid.

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So if you're uploading a

hundred, you may only have 50

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that actually may be imported.

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So WBraid cannot be used in this method.

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I have actually been scouring the

internet for the last eight to 10 hours.

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Google forms forums Google

like questions, Reddit.

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I cannot find anything about this.

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So that's why I'm sharing

this with you today.

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So the way to actually upload a G braid

or a W braid user is you have to have.

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You have to have their email and

you have to have their phone number.

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Those are two things that you

have to capture before you can use

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this new method that apparently

came out that no one knows about.

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So when you have a G Braid user, for

example, you have to have a few things.

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You don't have to have

the first name, last name.

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You have to have the create date.

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You can pull this right out

of your CRM tool or sheets or

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wherever you're storing your leads.

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You have to have a phone number

and you have to have their email.

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So if you don't have their phone number.

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That's one of the required fields.

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And when you see the marketing

source here, you don't even need to

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have the marketing source anymore.

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So like the GCLID where you have to

upload the GCLID in this field here,

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that is something that you have to have.

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Typically, all you had

to have was the GCLID.

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You didn't even have their phone number.

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Didn't need to have their email address.

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Upload the GCLID, the conversion name.

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Let's say you're using a

secondary conversion action.

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That's using the import from

clicks conversion action feature.

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Then you have to have the

time that it happened.

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It's simply just have to happen

sometime after the click took

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place and then optional convergent

value, convergent currency.

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It defaults to one in

USD if you don't need it.

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So sometimes you don't want to have

a convergent value to these people.

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Sometimes you really do.

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You want to say, Hey,

I made a 10, 000 sale.

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I want to put that in the conversion

value so that my value based bidding

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strategies for lead generation campaigns

are actually taking that value and.

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Applying it towards either a maximized

conversion value or a TROAS goal.

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now that G Braid and W Braid are

becoming more and more prevalent, it

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seems that only about the last month

or so, a lot, a lot of our leads

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are coming in with those parameters.

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That's actually what we've been seeing

more and more about that I now can

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no longer upload until I discovered.

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This.

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So inside of the back end of your

account, inside of the upload

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feature in the convergence, you

see how it's not there anymore.

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We do not have fourth option

in these three options here.

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We have to do is go into settings

and in the settings, you have to

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use this new feature here called

enhanced conversions for leads.

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When you click on that, you have to

turn on enhanced conversions for leads.

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And then since say, select an

option as to which you'd like to

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use, there's two options available.

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Google tag.

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Google tag manager.

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If you're not sure with which method

to use of how your conversion tracking

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has been installed on your site or

your tag has been installed on your

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site, you can actually ask Google

of which method should you use.

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Now I'm going to grab our website here.

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grab our website address.

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I'm going to go back over to here

and I am going to check the URL.

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and it says Google tag managers correctly

installed on your website and can be

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used to detect user provided data.

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Excellent.

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So we're going to continue

with Google tag manager.

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So we have to configure

tag and tag manager.

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Collect the user provided data.

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This is actually where you're

going to need to actually install.

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The enhanced conversions tracking.

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So you have to do this

through tag manager.

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They do give you instructions

here on how to implement this.

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And once you've implemented it

correctly, there's parameters that

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you're going to have to capture.

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You can then go ahead and click save.

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Now, once you have enhanced conversions

for leads turn on, this is the

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part that gets a little bit wonky.

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Sometimes it takes about Two to

three hours to actually show up,

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but I'm going to try here live

with you all and see if this works.

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Going back into the uploads area.

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and using the templates here.

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We now have a fourth option.

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This fourth option is conversions from

clicks, enhanced conversions for leads.

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Now what we see is the ability,

and let me just make sure I

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can move this out of the way.

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I'm not sure it shows

on a different screen.

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So sometimes loom gets

a little bit messed up.

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Hopefully you all can see this.

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My apologies, but now you see a

fourth option conversions from clicks,

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enhanced conversions for leads.

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When you look at this Google sheet, the

cool thing about this now is when you look

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at the, make a copy for the spreadsheet

template, use this template here.

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Make a copy of it,

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and now it gives you a new

template that you can use for

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offline conversion uploads.

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What you've seen here is that you need

an email, and you need a phone number.

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Now I have one already set up

here, and this is the one that

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I've actually done already.

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And what you have to

have is a hash generator.

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You can use any tool you want,

but it has to be SHA 256.

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You have to use that

hashing method of SHA 256.

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Whatever method you use, there's tools.

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Sometimes your CRM tool has it built in,

Zapier has it built in, whatever tool

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that you use, but you need to hash both

the email and the phone number before

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you can send it into Google's upload.

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So for example, I'm just going

to take, you know, email.

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I'll use my email here.

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iPhone number in case you all want to

text me in the middle of the night.

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Weird things.

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Go ahead.

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Actually do this here.

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It doesn't need the dashes.

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that's my email, my phone number.

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My conversion name is actually a secondary

conversion action called quality lead.

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When I upload them back into Google, I

want to see where the leads came from

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versus where the quality leads came from.

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So I can overlay both those identically.

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And see, okay, if I generate a hundred

leads, how many are quality off of that

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ad and that campaign, that ad group

with that keyword, for example, and the

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higher quality leads coming from your

lead flow is going to understand where

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you're going to make those optimizations.

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Is it positioned too low?

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Am I using the wrong bidding strategy?

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Do I need to get more aggressive?

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Whatever the optimization may need to be.

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This is a way for you to identify that.

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But because it's iOS, the iOS now is

going to come with G Brain, W Brain.

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So use this method in

order to then implement it.

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So now what do you have

to do is take the email.

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I'm going to use this hashing tool here.

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To change this over to the SHA 256,

then generate this hex code here

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is going to be your hashed email.

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Replace that there.

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The phone number, you're going

to have to do the same thing.

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SHA 256, generate the phone number, hashed

email here, grab that, paste that here.

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And now I can take this one here and

upload this into the Google Ads account.

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The way that you do that is to

go back into the Google Ads.

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Area here, select a source, Google

sheets, link an existing sheet.

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But first, what do you have to do is share

your sheet with the G service account.

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copy this account here, then go

into the answer version here.

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Share it with that.

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I've already done that, but I'm just

going to share with you how to do that.

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You have to share with that account,

make an editor, don't notify them.

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It's Google share that here.

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And then go back into Google

link, that existing sheet here.

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I'm just going to use, is it going to

have enhanced conversions for leads?

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So select this one.

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It's not going to work

because obviously it's a test.

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I didn't click my own ad and generate

myself, but what happens is you're

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going to see this applying and

it's going to go from a different

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kind of GCLID one to now enhanced

conversions for lead scheduled upload.

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So this is a way for

you to actually take in.

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Leads that are coming into CRM tool,

upload them to the sheet, hash them, and

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then upload them back into Google ads.

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If they're coming from the new G braid

and W braid parameters, no longer using

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G clips for Apple users, unfortunately.

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And a lot of people are saying, yes, well,

it's actually from the people that are

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not signed into Google or W braid and G

braid, or they're using an iOS device.

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They're not using, they're not

using a like Chrome browser.

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There's a lot of people out there

that are kind of giving false

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:

information, in my opinion, about

when a G Braid actually shows up.

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And to share with you a kind of

a test that I was running earlier

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here on my phone as a mobile

device using an iOS an iOS device.

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So I have an Apple phone here.

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an iPhone.

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I'm using Google Chrome.

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I'm signed in to Google and

actually up here at the top.

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I'm not sure if this is going to show up.

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Let me just see if it does.

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You'll see G Braid there.

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That G braid is actually

now the parameter.

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If I fill out a form on my own website, I

would actually not get a G clit anymore.

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Apple is really, really heavy

coming into G braid and W braid.

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Now you see, there's an error here.

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When you click on the error.

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It says the click for this

conversion cannot be found.

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It's maybe because the conversion did

not come from Google ads campaign.

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Correct.

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It didn't.

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If you try to upload a GCLID in

that form, it'll just say the GCLID

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has been altered or is invalid.

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It will just deny it off the bat.

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This is now accepting a G

Braid and W Braid user and

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saying, okay, did I find that?

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:

Now here's some, good and bads.

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Number one, you have to capture

email, have to capture phone number.

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It doesn't need to be at the time of

lead generation, but what this means is

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:

that sometime before you upload it back

into Google, you have to have captured

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the email, the phone number, great.

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Someone buy something

from you for 10, 000.

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You should have their phone

number and their email.

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That is something that you're

going to use in that sheet.

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Number two, you don't necessarily have

to capture the G Braid and the W Braid.

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There actually isn't a feature

to capture G Braid, W Braid.

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Typically, like how you would

capture G, G clade, where you have

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to have a hidden field in a form

or have to have a referring URL.

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You don't need it, but G braid and W

break cannot be uploaded to G clade.

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It has to be uploaded through this

method of matching the email address.

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:

The last and final thing is you're

going to with capturing the email,

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it's going to be sort of susceptible

to how Google's email match types are.

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So if you're looking at like a typical

match rate of like 60 and 70%, it

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:

kind of falls into that as well.

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:

Meaning that if you upload a hundred

G Braid and W Braid users that are

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:

conversion actions into Google and

Google says, Hey, we matched 70 of those.

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You're only really going to see

70 percent of your total list of

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G BRAIN W BRAIN that he uploaded.

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:

What does that mean?

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Well, it doesn't tell you really

inside of anything anywhere else.

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But this area here, if it was

masked or not, it doesn't mean that

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it didn't come from Google ads.

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Google just can't match it.

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Kind of like a customer upload list.

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Google may not just be

able to even identify it.

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So because it's not found doesn't

mean didn't come from there.

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It's just susceptible

now to the sometimes.

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60, 70, 80, 90 percent match rates.

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That Google has with the users.

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this is the same method that Google

uses for enhanced conversions.

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When you have enhanced conversions

turned on and you have someone come

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:

through with a form field, it goes

through and has converged and say, do

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we see also the information that you saw

when Google says, yep, we tracked that

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person to good job, here's your lead.

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It's the same.

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Engine that Google is using to upload

these in hand conversion for leads.

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When you upload those leads,

it says, yep, we see that too.

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But now you can manually upload after

the fact that a person went through

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:

and filled out a form and maybe

you sold them or whatever it is.

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:

why is this important?

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Well, one thing is because G Braid W Braid

is coming out more and more and more.

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This is the method you're

going to have to use.

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If you want to upload

those back into Google ads.

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If they don't have a GCLID, you're

dead in the water from the old method.

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:

Number two, performance max

for lead generation sucks.

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It gets so much spam and so much junk

traffic and bots and click farms that

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you really can't push through the noise.

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However, if you're using this method,

along with the GCLID method, you can only

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track the conversions that you upload.

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And now you can upload GCLID, WBRADE

and GBRADE, which WBRADE, GBRADE

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might be 60 percent of your offline

conversions now because Apple seems

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:

to be switching over to it almost.

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Unanimously.

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And how many Apple users are there?

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There's a lot, not only in the

mobile phone, but also on their

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desktop of their, of their, well,

I guess their, their Mac PC.

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So when we see this more and more and

more coming out and you want to upload

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those back into it, unless you're using

a Google API from like Salesforce or

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:

call track and metrics or HubSpot, and

you want to upload the manually, this

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is the method that you have to use.

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Now, you just didn't know it was

there because maybe you didn't see.

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How to set up the enhanced

conversions in the backend of

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your settings of your conversions.

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So if you're going to be using performance

max, only count the quality leads.

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:

And now performance max is not just

going to simply change this muzzle

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:

to the cliff arms, because that's

where conversions are coming from.

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You can actually upload all

of the quality conversions.

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And now it's shifts over there and says,

aha, those are the people now that I

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:

have to go after and get rid of the spam

and get rid of, well, not get rid of.

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Heavily, heavily, heavily reduce the

spam and the bots and the, you know, the

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click farms that are plaguing your lead

generation performance max campaign.

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That's it.

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I hope this tip works well for you.

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I hope that you can kind of follow along.

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And now if there's anybody out there

that didn't know, this was an issue.

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Maybe look into the back end of

your conversion offline importations

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:

and say, aha, that's why this

GCLID is altered or invalid.

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Maybe you couldn't figure it out.

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Might be a G Braid or W Braid

that you're capturing as a GCLID.

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And like, comment, share,

subscribe, tell your grandmother.

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And this is John Maran with Solutions A10.

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I appreciate everyone.

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Thank you so much.

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Bye.

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