Salesforce Users can utilize AdWords Conversion Tracking to evaluate the true performance of AdWords campaigns with actual sales opportunities and closed deals. Various AdWords Conversion Tracking options in Salesforce (and Pardot) will enable your team to evaluate the value of paid clicks and optimize search campaigns based on ROI reporting.
The option you select for AdWords conversion tracking with Salesforce will depend on your overall AdWords strategy and your unique implementation of Salesforce. There also are additional AppExchange options to provide even deeper reporting for organizations with a high ad spend.
Keep in mind that all of these options are dependent on using the standard Opportunity object in Salesforce to record sales transactions. For organizations using Orders or custom objects, those objects are not currently compatible with conversion tracking. In those scenarios, you can consider creating a pass through of key sales data (stage, close date and amount) from your custom object to the standard Opportunity object.
1. Using the Google AdWords Connector in Pardot
Users with a Professional edition, an Ultimate Edition or an AdWords Connector Add-On license can access the AdWords Connector in Pardot. The connector enables you to view ROI metrics and look at specific Prospects and Opportunities tied to AdWords Campaigns.
In Pardot, you can access more detailed information on specific Prospects and Opportunities generated by AdWords. Also, you can compare AdWords results with other marketing campaigns in Pardot or Sales Cloud.
After setting up the AdWords Connector, Pardot will populate your AdWords data in the Paid Search report (“Reports”; “Connected Apps”; “Paid Search”). All paid-search activity will automatically funnel into this report.
If you have Pardot integrated with Sales Cloud, Opportunities tied to AdWords-generated Prospects will appear on the Paid Search report beside the Campaign, Ad Group and Keyword responsible for their conversion.
Pardot will combine AdWords costing data and Opportunity values to calculate ROI and CPO (Cost Per Opportunity). These metrics can be analyzed at the campaign, ad group and ad levels.
These reports will gather all Opportunities tied to a Prospects record, including historical data. If a Prospect engages with an Ad, not only will their future Opportunities appear in the Paid Search report, but also any prior opportunities. It’s important to note that this feature will calculate the total lifetime value of a customer and the associated ROI with paid search.
2. Monitoring Conversions with an AppExchange Application
There are several AppExchange apps that can provide AdWords Conversion Tracking by integrating with Salesforce. Most of these products calculate ROI for multiple marketing channels including social, direct, organic and referral.
This will prove a costlier option compared to those which use standard functionality in Salesforce and Pardot. But, the added benefit of gaining visibility into the ROI of many channels, in addition to AdWords, make it worth considering.
3. Tracking Conversions with the AdWords Conversion Import for Salesforce
By bringing conversion data into AdWords, you can analyze more data points for their impact on revenue, such as user locations, days of the week or user device. Bringing conversions into AdWords also enables you to use both bidding features designed to help boost conversions: Enhanced CPC and Maximize Conversions.
The Conversion Import for Salesforce bases conversion-tracking off the Lead Status and Opportunity Stage fields. Once a Lead or Opportunity progresses to the targeted Stage or Status, a Conversion will be triggered in AdWords.
The setup requires configuring the Lead and Opportunity objects, as well as Pardot or Salesforce web-to-lead forms, to capture a parameter called a GCLID, Google Click ID, which ties users to specific Google Ads. You will also need to link your Salesforce and AdWords accounts. With the setup complete, AdWords can begin recording conversions and conversion values by referencing Salesforce fields (e.g. Lead Status, Opportunity Stage and Expected Revenue).
In AdWords, you can adjust settings like Conversion Window and Count to improve data accuracy. The Conversion Window specifies the number of days after the ad click in which conversions can be recorded. So, in a 90-day window, a conversion will be added when an Opportunity Stage is updated 90 days after the original ad click. Count is the number of conversions that can be recorded for a single user: one or many. For Pardot users, this can be handy because you can limit the number of conversions recorded for each user. The Pardot Connector will attribute the lifetime value of each customer to the campaign.
4. Using the AdWords Conversion Tracking Code
You can also track conversions by adding the AdWords conversion tracking snippet to the Thank You Code area in the Pardot form builder. This will record a conversion whenever an AdWords visitor reaches the thank-you content on your Pardot form.
This option works well for tracking a campaign’s success in generating new Prospects. In contrast, the AdWords Conversion Import for Salesforce allows you to only track conversions for qualified Prospects that have progressed to a specific status.
This option does not populate a unique value for each conversion. Instead, a standard value can be set for all conversions to help with gauging campaign ROI.
How to Optimize AdWords Campaigns Using Conversion Metrics
Once you have your connection established between AdWords and Salesforce, you can leverage data in the following columns by adding them to your AdWords reports: “Conversions”, “Cost/conversion,” “Conv. Rate,” “Conversion value”, and the “Conv. value/ cost.” The Con. Rate indicates the percentage of clicks that generated conversions, which will help you determine whether to raise or lower bids. Stellar keywords with a higher Conv. Rate merit higher bids. Apply the same logic to setting device and location bid adjustments.
After you get through the setup, conversion metrics can give you a much better sense of where your money is going with AdWords while closing the loop on Salesforce Campaign and Opportunity reports.
If you’d like to learn more about our Salesforce and Pardot Consulting experience and offerings, contact us and we’ll find a time to meet.