Offline leads and conversions have long been a limitation with Google's advertising system. The ability to pin the influence of a search advertisement on an offline transaction or conversion left a lot "on the table."
Google has changed that. Now Google has introduced a new offline conversion tracking feature that will transform lead generation campaigns. The new feature will influence how marketing campaigns are tracked, measured and optimized.
This new feature will allow marketing agencies the ability to optimize campaigns based on the lead quality and their close-rate--providing more visibility into the marketing funnel.
Specifically this feature will allow for the integration of Google AdWords many CRMs and marketing automation platforms, like Salesforce, SugarCRM and Marketo. The new feature will also allow for uploading offline conversion and event data from their PPC leads into AdWords from those integrated systems. This will help improve PPC campaigns by integrating more data from the bottom of the funnel.
Unfortunately, offline conversion tracking does not work for click-to-call currently. In order for the system to work, a user has to visit the site.
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