Google has launched a tool to connect AdWords conversion data to Salesforce so marketers can tie search campaigns to lead performance all the way through to closed deals and optimize their campaigns accordingly.
AdWords Conversion Import for Salesforce enables the click ID (GCLID) associated with an AdWords ad to pass to Salesforce when a user submits a lead form or completes some other type of conversion event after clicking on an ad. After linking the two accounts, marketers will pick conversion events they are tracking in Salesforce — lead qualification or deal won, for example. AdWords will then import this data from Salesforce and record these “milestones” as conversions at the keyword level.
From the blog post:
AdWords will regularly check your Salesforce account to see if you’ve recorded any new important milestones in your sales funnel that resulted from ad clicks. If so, AdWords will count those milestones as AdWords conversions.
Salesforce had acquired a similar solution called Salesforce for Google Adwords but shut it down in 2013. Salesforce partners like Bizible, CloudAmp and Daddy Analytics have since offered this integration, along with reporting dashboards.
To make the AdWords Conversion Import for Salesforce work, advertisers will have to add a GCLID field in Salesforce, update lead forms to capture the click ID and save the click ID in a cookie on their websites.
The import tool is only available by invite at this time, and will roll out later this year to all users. You can request an invite from your Google rep or by filling out this form.
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