Shownotes
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!
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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
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Transcripts
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.
3
:And this is actually the offline
importation of the conversion actions
4
:that happened post lead generation.
5
:And when you want to upload them back
into Google ads, I bet you didn't know
6
:this, but W Braid and G Braid that is
becoming more popular, which is the
7
:users that are coming from iOS devices.
8
:Those are actually not able to be imported
with the standard GCLID parameter.
9
:Now, what this means is let's say
you have a lead generation campaign
10
:and you want to upload those offline
conversions back into Google ads.
11
:And an example of this be lead
came in, you sold that lead,
12
:let's say a 10, 000 item.
13
:And you want to put that back into Google
so that you can see which lead inside of
14
:your ad groups, keywords, ads, campaigns,
whatever may be generated that lead.
15
:Typically, this is an.
16
:Advanced strategy that a good marketer
is used to identify where is the lead
17
:coming from that is actually also closing.
18
:So that negative keywords can be added.
19
:Bit adjustments can be made.
20
:Ad copy can be updated.
21
:Campaigns can have more or less ad
spend all of the ways that you want to
22
:optimize for those offline conversions.
23
:When you upload those back
into Google, unless you have a
24
:GCLID, you can't do it anymore.
25
:And we found this issue here, There's
actually now the marketing source
26
:is becoming W Braid more often.
27
:So there's G Braid and W Braid.
28
:And fortunately, what this is actually
doing is telling you that these
29
:people are coming from iOS devices.
30
:And if you have, let's say, a hundred
leads, you might see that 20, 30, 40,
31
:80, even sometimes 100 percent of them.
32
:If you're targeting a specific
device like an Apple user, those
33
:can no longer be imported using
the standard import feature.
34
:If you go into a Google ads account
and you go in for two conversions,
35
:the conversions here, When you go into
uploads and you want to upload those
36
:conversion actions, You're going to view
the template conversions from clicks.
37
:You're only seeing three.
38
:So conversions from clicks, conversions
from clicks, external attribution to list
39
:of using MCC account for your, for your
attribution and conversions from calls.
40
:When you look at the Google sheet
here, for example, you're going
41
:to see Google click ID G clade.
42
:This is now the way that you have
to have your uploads formatted.
43
:Well, what happens when you have W braid?
44
:You can't stick the W braid.
45
:Inside of here, it's simply going to say
this GCLID has been altered or is invalid.
46
:So if you're uploading a
hundred, you may only have 50
47
:that actually may be imported.
48
:So WBraid cannot be used in this method.
49
:I have actually been scouring the
internet for the last eight to 10 hours.
50
:Google forms forums Google
like questions, Reddit.
51
:I cannot find anything about this.
52
:So that's why I'm sharing
this with you today.
53
:So the way to actually upload a G braid
or a W braid user is you have to have.
54
:You have to have their email and
you have to have their phone number.
55
:Those are two things that you
have to capture before you can use
56
:this new method that apparently
came out that no one knows about.
57
:So when you have a G Braid user, for
example, you have to have a few things.
58
:You don't have to have
the first name, last name.
59
:You have to have the create date.
60
:You can pull this right out
of your CRM tool or sheets or
61
:wherever you're storing your leads.
62
:You have to have a phone number
and you have to have their email.
63
:So if you don't have their phone number.
64
:That's one of the required fields.
65
:And when you see the marketing
source here, you don't even need to
66
:have the marketing source anymore.
67
:So like the GCLID where you have to
upload the GCLID in this field here,
68
:that is something that you have to have.
69
:Typically, all you had
to have was the GCLID.
70
:You didn't even have their phone number.
71
:Didn't need to have their email address.
72
:Upload the GCLID, the conversion name.
73
:Let's say you're using a
secondary conversion action.
74
:That's using the import from
clicks conversion action feature.
75
:Then you have to have the
time that it happened.
76
:It's simply just have to happen
sometime after the click took
77
:place and then optional convergent
value, convergent currency.
78
:It defaults to one in
USD if you don't need it.
79
:So sometimes you don't want to have
a convergent value to these people.
80
:Sometimes you really do.
81
:You want to say, Hey,
I made a 10, 000 sale.
82
:I want to put that in the conversion
value so that my value based bidding
83
:strategies for lead generation campaigns
are actually taking that value and.
84
:Applying it towards either a maximized
conversion value or a TROAS goal.
85
:now that G Braid and W Braid are
becoming more and more prevalent, it
86
:seems that only about the last month
or so, a lot, a lot of our leads
87
:are coming in with those parameters.
88
:That's actually what we've been seeing
more and more about that I now can
89
:no longer upload until I discovered.
90
:This.
91
:So inside of the back end of your
account, inside of the upload
92
:feature in the convergence, you
see how it's not there anymore.
93
:We do not have fourth option
in these three options here.
94
:We have to do is go into settings
and in the settings, you have to
95
:use this new feature here called
enhanced conversions for leads.
96
:When you click on that, you have to
turn on enhanced conversions for leads.
97
:And then since say, select an
option as to which you'd like to
98
:use, there's two options available.
99
:Google tag.
100
:Google tag manager.
101
:If you're not sure with which method
to use of how your conversion tracking
102
:has been installed on your site or
your tag has been installed on your
103
:site, you can actually ask Google
of which method should you use.
104
:Now I'm going to grab our website here.
105
:grab our website address.
106
:I'm going to go back over to here
and I am going to check the URL.
107
:and it says Google tag managers correctly
installed on your website and can be
108
:used to detect user provided data.
109
:Excellent.
110
:So we're going to continue
with Google tag manager.
111
:So we have to configure
tag and tag manager.
112
:Collect the user provided data.
113
:This is actually where you're
going to need to actually install.
114
:The enhanced conversions tracking.
115
:So you have to do this
through tag manager.
116
:They do give you instructions
here on how to implement this.
117
:And once you've implemented it
correctly, there's parameters that
118
:you're going to have to capture.
119
:You can then go ahead and click save.
120
:Now, once you have enhanced conversions
for leads turn on, this is the
121
:part that gets a little bit wonky.
122
:Sometimes it takes about Two to
three hours to actually show up,
123
:but I'm going to try here live
with you all and see if this works.
124
:Going back into the uploads area.
125
:and using the templates here.
126
:We now have a fourth option.
127
:This fourth option is conversions from
clicks, enhanced conversions for leads.
128
:Now what we see is the ability,
and let me just make sure I
129
:can move this out of the way.
130
:I'm not sure it shows
on a different screen.
131
:So sometimes loom gets
a little bit messed up.
132
:Hopefully you all can see this.
133
:My apologies, but now you see a
fourth option conversions from clicks,
134
:enhanced conversions for leads.
135
:When you look at this Google sheet, the
cool thing about this now is when you look
136
:at the, make a copy for the spreadsheet
template, use this template here.
137
:Make a copy of it,
138
:and now it gives you a new
template that you can use for
139
:offline conversion uploads.
140
:What you've seen here is that you need
an email, and you need a phone number.
141
:Now I have one already set up
here, and this is the one that
142
:I've actually done already.
143
:And what you have to
have is a hash generator.
144
:You can use any tool you want,
but it has to be SHA 256.
145
:You have to use that
hashing method of SHA 256.
146
:Whatever method you use, there's tools.
147
:Sometimes your CRM tool has it built in,
Zapier has it built in, whatever tool
148
:that you use, but you need to hash both
the email and the phone number before
149
:you can send it into Google's upload.
150
:So for example, I'm just going
to take, you know, email.
151
:I'll use my email here.
152
:iPhone number in case you all want to
text me in the middle of the night.
153
:Weird things.
154
:Go ahead.
155
:Actually do this here.
156
:It doesn't need the dashes.
157
:that's my email, my phone number.
158
:My conversion name is actually a secondary
conversion action called quality lead.
159
:When I upload them back into Google, I
want to see where the leads came from
160
:versus where the quality leads came from.
161
:So I can overlay both those identically.
162
:And see, okay, if I generate a hundred
leads, how many are quality off of that
163
:ad and that campaign, that ad group
with that keyword, for example, and the
164
:higher quality leads coming from your
lead flow is going to understand where
165
:you're going to make those optimizations.
166
:Is it positioned too low?
167
:Am I using the wrong bidding strategy?
168
:Do I need to get more aggressive?
169
:Whatever the optimization may need to be.
170
:This is a way for you to identify that.
171
:But because it's iOS, the iOS now is
going to come with G Brain, W Brain.
172
:So use this method in
order to then implement it.
173
:So now what do you have
to do is take the email.
174
:I'm going to use this hashing tool here.
175
:To change this over to the SHA 256,
then generate this hex code here
176
:is going to be your hashed email.
177
:Replace that there.
178
:The phone number, you're going
to have to do the same thing.
179
:SHA 256, generate the phone number, hashed
email here, grab that, paste that here.
180
:And now I can take this one here and
upload this into the Google Ads account.
181
:The way that you do that is to
go back into the Google Ads.
182
:Area here, select a source, Google
sheets, link an existing sheet.
183
:But first, what do you have to do is share
your sheet with the G service account.
184
:copy this account here, then go
into the answer version here.
185
:Share it with that.
186
:I've already done that, but I'm just
going to share with you how to do that.
187
:You have to share with that account,
make an editor, don't notify them.
188
:It's Google share that here.
189
:And then go back into Google
link, that existing sheet here.
190
:I'm just going to use, is it going to
have enhanced conversions for leads?
191
:So select this one.
192
:It's not going to work
because obviously it's a test.
193
:I didn't click my own ad and generate
myself, but what happens is you're
194
:going to see this applying and
it's going to go from a different
195
:kind of GCLID one to now enhanced
conversions for lead scheduled upload.
196
:So this is a way for
you to actually take in.
197
:Leads that are coming into CRM tool,
upload them to the sheet, hash them, and
198
:then upload them back into Google ads.
199
:If they're coming from the new G braid
and W braid parameters, no longer using
200
:G clips for Apple users, unfortunately.
201
:And a lot of people are saying, yes, well,
it's actually from the people that are
202
:not signed into Google or W braid and G
braid, or they're using an iOS device.
203
:They're not using, they're not
using a like Chrome browser.
204
:There's a lot of people out there
that are kind of giving false
205
:information, in my opinion, about
when a G Braid actually shows up.
206
:And to share with you a kind of
a test that I was running earlier
207
:here on my phone as a mobile
device using an iOS an iOS device.
208
:So I have an Apple phone here.
209
:an iPhone.
210
:I'm using Google Chrome.
211
:I'm signed in to Google and
actually up here at the top.
212
:I'm not sure if this is going to show up.
213
:Let me just see if it does.
214
:You'll see G Braid there.
215
:That G braid is actually
now the parameter.
216
:If I fill out a form on my own website, I
would actually not get a G clit anymore.
217
:Apple is really, really heavy
coming into G braid and W braid.
218
:Now you see, there's an error here.
219
:When you click on the error.
220
:It says the click for this
conversion cannot be found.
221
:It's maybe because the conversion did
not come from Google ads campaign.
222
:Correct.
223
:It didn't.
224
:If you try to upload a GCLID in
that form, it'll just say the GCLID
225
:has been altered or is invalid.
226
:It will just deny it off the bat.
227
:This is now accepting a G
Braid and W Braid user and
228
:saying, okay, did I find that?
229
:Now here's some, good and bads.
230
:Number one, you have to capture
email, have to capture phone number.
231
:It doesn't need to be at the time of
lead generation, but what this means is
232
:that sometime before you upload it back
into Google, you have to have captured
233
:the email, the phone number, great.
234
:Someone buy something
from you for 10, 000.
235
:You should have their phone
number and their email.
236
:That is something that you're
going to use in that sheet.
237
:Number two, you don't necessarily have
to capture the G Braid and the W Braid.
238
:There actually isn't a feature
to capture G Braid, W Braid.
239
:Typically, like how you would
capture G, G clade, where you have
240
:to have a hidden field in a form
or have to have a referring URL.
241
:You don't need it, but G braid and W
break cannot be uploaded to G clade.
242
:It has to be uploaded through this
method of matching the email address.
243
:The last and final thing is you're
going to with capturing the email,
244
:it's going to be sort of susceptible
to how Google's email match types are.
245
:So if you're looking at like a typical
match rate of like 60 and 70%, it
246
:kind of falls into that as well.
247
:Meaning that if you upload a hundred
G Braid and W Braid users that are
248
:conversion actions into Google and
Google says, Hey, we matched 70 of those.
249
:You're only really going to see
70 percent of your total list of
250
:G BRAIN W BRAIN that he uploaded.
251
:What does that mean?
252
:Well, it doesn't tell you really
inside of anything anywhere else.
253
:But this area here, if it was
masked or not, it doesn't mean that
254
:it didn't come from Google ads.
255
:Google just can't match it.
256
:Kind of like a customer upload list.
257
:Google may not just be
able to even identify it.
258
:So because it's not found doesn't
mean didn't come from there.
259
:It's just susceptible
now to the sometimes.
260
:60, 70, 80, 90 percent match rates.
261
:That Google has with the users.
262
:this is the same method that Google
uses for enhanced conversions.
263
:When you have enhanced conversions
turned on and you have someone come
264
:through with a form field, it goes
through and has converged and say, do
265
:we see also the information that you saw
when Google says, yep, we tracked that
266
:person to good job, here's your lead.
267
:It's the same.
268
:Engine that Google is using to upload
these in hand conversion for leads.
269
:When you upload those leads,
it says, yep, we see that too.
270
:But now you can manually upload after
the fact that a person went through
271
:and filled out a form and maybe
you sold them or whatever it is.
272
:why is this important?
273
:Well, one thing is because G Braid W Braid
is coming out more and more and more.
274
:This is the method you're
going to have to use.
275
:If you want to upload
those back into Google ads.
276
:If they don't have a GCLID, you're
dead in the water from the old method.
277
:Number two, performance max
for lead generation sucks.
278
:It gets so much spam and so much junk
traffic and bots and click farms that
279
:you really can't push through the noise.
280
:However, if you're using this method,
along with the GCLID method, you can only
281
:track the conversions that you upload.
282
:And now you can upload GCLID, WBRADE
and GBRADE, which WBRADE, GBRADE
283
:might be 60 percent of your offline
conversions now because Apple seems
284
:to be switching over to it almost.
285
:Unanimously.
286
:And how many Apple users are there?
287
:There's a lot, not only in the
mobile phone, but also on their
288
:desktop of their, of their, well,
I guess their, their Mac PC.
289
:So when we see this more and more and
more coming out and you want to upload
290
:those back into it, unless you're using
a Google API from like Salesforce or
291
:call track and metrics or HubSpot, and
you want to upload the manually, this
292
:is the method that you have to use.
293
:Now, you just didn't know it was
there because maybe you didn't see.
294
:How to set up the enhanced
conversions in the backend of
295
:your settings of your conversions.
296
:So if you're going to be using performance
max, only count the quality leads.
297
:And now performance max is not just
going to simply change this muzzle
298
:to the cliff arms, because that's
where conversions are coming from.
299
:You can actually upload all
of the quality conversions.
300
:And now it's shifts over there and says,
aha, those are the people now that I
301
:have to go after and get rid of the spam
and get rid of, well, not get rid of.
302
:Heavily, heavily, heavily reduce the
spam and the bots and the, you know, the
303
:click farms that are plaguing your lead
generation performance max campaign.
304
:That's it.
305
:I hope this tip works well for you.
306
:I hope that you can kind of follow along.
307
:And now if there's anybody out there
that didn't know, this was an issue.
308
:Maybe look into the back end of
your conversion offline importations
309
:and say, aha, that's why this
GCLID is altered or invalid.
310
:Maybe you couldn't figure it out.
311
:Might be a G Braid or W Braid
that you're capturing as a GCLID.
312
:And like, comment, share,
subscribe, tell your grandmother.
313
:And this is John Maran with Solutions A10.
314
:I appreciate everyone.
315
:Thank you so much.
316
:Bye.
