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foreign hey guys this video is called enhanced conversions for leads a comprehensive guide this video is going to go over how to set up enhanced conversions in Google tag manager Google ads and we're going to use a variable in Google tag manager called the CSS selector or I should say we're going to utilize a variable that will take advantage of the CSS selector okay so tracking conversions for some background guys has become both a necessity and a challenge recent developments in the digital ecosystem such as the iOS update particularly Safari's intelligent tracking prevention ITP and enhanced tracking protection ETP that's the Firefox version along with the ongoing debate surrounding cookie deprecation have significantly complicated the process of understanding the impact of online ads and offline conversions one of the prevalent methods used for offline conversion tracking has been the g-clid the Google click identifier however like I said with iOS updates actively stripping ad clicks of crucial parameters and identifiers this method has faced limitations leaving marketers such as yourself such as myself searching for a more robust and sustainable solution okay so I've written about this in more detail but in this tutorial we'll delve into a g-clid list alternative from Google called enhanced conversions for leads this offers a way to track offline conversions without the Reliance on parameters affected by the changes that I mentioned so Safari ITP and Firefox ETP as well as the most recent iOS changes okay let's talk about offline conversions in actions what do I mean by offline conversions what are offline conversions in action so let's explore the concept of offline conversions through the lens of a mortgage company picture a situation where this company runs a digital advertising campaign to attract potential home buyers okay these ads capture the attention of individuals actively searching for mortgages intrigued they click on the ads to explore the company's offerings and services afterward these prospects might take the next step by visiting the mortgage company's local office to meet with a loan officer discuss mortgage options and initiate the application process eventually some of them secure mortgages and purchase their dream homes in the scenario while the initial interaction with the mortgage company occurred online through ad clicks the ultimate conversion the home purchase actually happened offline right so they may have filled out a lead form online where the email actually was captured after the ad click happened then offline when the person went into the office the conversion happened where the home was purchased so recognizing the significance of these offline conversion it becomes clear that tracking them is indispensable relying solely on online conversion data would neglect crucial insights into how online ads drive real world actions like mortgage applications and home purchases to gain a holistic understanding of the effectiveness of their advertising efforts mortgage companies for example must import and measure these offline conversions now oci right offline conversion import I believe it's called use the traditional method the Google click identifier or g-clit so in the past mortgage companies if we stick with that example and other businesses often turn to the Google Quick identifier the g-clid as a means of tracking offline conversions so this unique identifier embedded in ad URLs you'll see a question mark equals or no it'll be question mark gclid equals and then kind of a alphanumeric string right that would be something that identified a user that clicked on an ad and then it would be appended to a query shrink parameter in a URL okay so this facilitated the connection between online ad engagements and subsequent offline activities such as in-person meetings with loan officers and mortgage transactions you know however given the evolving digital Landscapes and challenges the reliability of the g-clid for offline conversion tracking has faced scrutiny prompting marketers to explore more resilient alternatives again here we go with enhanced conversions for leads now in this tutorial I want you to get some things kind of inline as prerequisites so before you get started so let's get our ducks in a row before we done before we dive into enhanced conversions for leads so you'll need a website with a lead form if you don't have this it might be a little bit tricky so this is where all the action starts people fill out these forms and that's what we're tracking for the purpose of this demo you're going to need Google tag manager installed if you don't already have already have Google tag manager GTM your um your your your website might have to get this up and running with a G tag however Now's the Time to make this happen I really recommend getting Google tag manager up and running it really kind of sets the stage for proper tag management for sure okay it helps you manage all the tracking stuff without kind of pulling your hair out or lifting the hood of your website and and kind of meddling with the code every time there's a risk associated with that you'll of course need a Google ads account as well that's where all the magic happens that's where you tell Google what to look for and how to track it okay so why are these things important well your website is kind of Ground Zero for user interactions GTM is the tool that helps you collect the data and Google ads is where you make sense of it all they're like the Dream Team tracking all your ads impact on offline conversions so make sure these things are in place before we roll up our sleeves and set this all up okay let's get started all right I've got my espresso I've got the documentation that I wrote so wish me luck [Music] I'm in Google ads over here and what I want to do is go to the account that I'm going to set up my conversion action in okay so we're going to the account and we're going to go to tools and settings conversions [Music] if it went too fast tools and settings under measurement go to conversions okay now hopefully you all know this but in case you don't create a new conversion action now the type of conversion action is going to be an import you can see here you can import conversions from Google analytics from Salesforce offline lead conversions or phone sales this is what we're going to do offline lead conversions that's going to be the purpose of this import so here we're going to click on other data sources or crms and we're going to click on track conversions from clicks click on continue now let's give it a goal so it's going to be a lead form okay I'm going to give it a name I'm going to just call it a demo for my purpose here and it's going to be contact form I'm going to say bottom oops bottom of page that's where the contact form is located I always like to differentiate the names of five conversion actions by specifying something that identifies the conversion action okay this part is important not this one specifically but I'm just going to click on use the same value for each conversion and because it's a lead-based conversion we're going to click one for the amount of conversions to count per interaction right this is recommended for leads sign ups or other conversions because only the first interaction is valuable it's not like somebody interacts multiple times and that's counted as potentially multiple purchases right we just want one lead to turn into one customer in this case let's click on Create and continue so I think traditionally there's a button that says um the use or turn on enhanced conversions because I've done this before you don't see it but you will see a check box and it will say turn on enhanced conversions for leads make sure to turn on that check box check that checkbox okay okay so there's there's a few ways you could get data into the platform afterwards you know when when you are actually capturing your phone number from your lead uh or your email from your lead you can import the data back into Google ads once the transaction is successful offline and you can select how you're going to do that you can you can you can import the data from your CRM system from an upload let's say Google Sheets or an Excel file or CSV or you can have a direct connection with an API perfect here it is demo contact form bottom of page okay so that crucial piece that I was talking about and I never really kind of recapped the it was the check box that that's what I meant so you want to actually when you see that checkbox that says enhanced conversions for leads you want to enable that by checking that checkbox all right so now let's let's head over to Google tag manager and uh I'll show you here I've got a demo Google tag manager account okay and I want to delete this stuff because I've already done it and because this is live I'm setting this up on the Fly okay I'm gonna set this all up with you so we can do it together [Music] okay so in Google tag manager what you want to do is go to new uh sorry you want to go to variables all right I'm going to be making these over again so you're in the variable section right and you're going to be clicking on new and let's call it let's call it uh phone number Dom element right because we're going to be grabbing the inputted phone number from your website contact form and then here you're going to click on Dom element and the selection method in this case is going to be CSS selector and then under element selector that's where we are going to actually grab it from the the network tab or the the Chrome Dev tools right so here let's go over to our website this is my test website I'm gonna go this is my form at the bottom of the page right let's say for example I'm putting in my phone number I'm going to right click this field click inspect [Music] and then underneath on this field here I'm going to right click go to copy and then click on copy selector copy selector okay I'm gonna go back to GTM put the selector over here right that's what I copied and there it is click on Save now we're going to do the same thing for email I'm going to say email and we're going to call it the same thing Dom element selection method CSS selector go back to our site let's put an email in there test at test.com fine with that right click on the field inspect go here [Music] copy copy selector paste and then save so we have those two variables and they're going to be grabbing the contents of the email input field and the phone input field after the form is submitted okay and what we want to do as well is click on new we're going to create another variable and like I said I'm going through my own documentation here guys and we want to set up a user provided data event Okay so instead go to tags [Music] scroll down user provided data event so it's asking for a conversion ID you may be asking yourself why do I need that in this case like why is we didn't specif we didn't generate a conversion ID in our conversion when we made it supposed to be an offline conversion tracking tag so in this case we need to actually associate it with something in Google ads so we need to go back to Google ads go to tools and settings and then click on the Google tag so in our case we're going to grab the G tag or the aw Dash number and it's going to be the number after the um the dash [Music] so let's grab that manage Google tag [Music] there it is what's that number after the dash you do this a couple ways right you can also go to installation instructions installed manually and grab it here doesn't matter as long as it's a number after the dash go back to GTM put the conversion ID here and you can see I'm not including aw Dash it's just the number itself okay [Music] all right so I write about this in the article in more detail you want to make sure you have a conversion Linker tag as well we'll set that up too but the trigger in this case is going to be a form submit trigger let's call it a form submit trigger okay form submission right you can actually just say all forms if you want to select some forms you need to identify where that particular form is on my website I only have one page in one form so I'm just going to do that save okay form submit trigger typically with these ones you want to say uh uh check validation because you don't want to just submit it when it's not uh it's it's unsuccessful right if somebody doesn't fill out a required field you don't want the tag to submit so you want to actually set submit check validation only submit the tag when the form passes all the validation checks all the required Fields have been filled out but this is a basic example I'm just going to click on Save okay we're going to call it uh I don't know let's call it against conversions or leads okay save oh oh this is key I could have created a variable beforehand for this but we could do it now it doesn't really matter the important part is we've already created variables for our email and for our phone and we can kind of reference that here so this section user provided data let's click on new variable for that and here right so we can call it user provided data and we're going to do a manual configuration we're going to select the email variable that we just that we just made let's find it in our in our variable list there's phone number where's email you know where yeah there you are email Dom element okay let's grab phone [Music] Dom element very good save again and now let's add that conversion Linker because by default Google tag manager if it's a brand new it doesn't have that conversion oops measurement spell or type conversion Linker okay let me check is that everything the trigger yep yeah from from Google tag manager's perspective that's everything so I'm going to submit I'm going to publish and I'm going to continue great [Music] now what should happen this isn't a fully functional website so it won't happen but the phone number the name the email and the message once you send it and the form validation trigger is successful this data should be passed the phone number and the email uh to the user provided data event and it'll capture that and then push it to that aw Dash gtag number that we specified so that will make the association with the Google ads account right and then what you want to do is you want to go back to your Google ads account and you want to kind of notify Google ads that a conversion actually has taken place if you go back to our conversion here you can either manually upload the phone number and the email in a sheet back to Google ads or you can use the API or you can use your CRM system right so here you can go to edit settings and and you can you can do the import [Music] ant you can do your import here in the uploads page in a similar way that you've done offline conversion import you can do that here right you could you could use uh a FTP URL you could use or or just a URL on your server right you can password protect it or not or you can use SFTP not just FTP excuse me and uh you can you can have it um you know automatically update and that sort of thing uh if it's a sheet you can have it automatically automatically fetch new data or your CRM can handle all of this for you and then output it to a source URL okay very cool um if you're doing this manually try to try to Hash your data right with the latest encryption method now uh sha 256 encryption is the latest so it's it's a secure hash algorithm right 256 bit and it's used for cryptographic security it ensures the security and of course the Integrity of the data that is being transferred now you could automate this process from your CRM not only is this more efficient but it's more secure and scalable so that's certainly recommended there are folks out there that have created scripts for the hashing and the automation of your Google Sheets file but typically a good CRM can handle this stuff for you and the idea is you'll create a URL and reference that URL here right you can create a schedule so that it's automatically fetched whenever you have let's say uh depending on your business logic Whenever there are conversions to upload and bulk that kind of thing so every every week maybe or or every few days depending on the size and the nature of how you get offline conversions but just make sure to include a timestamp and you know the correct gtag ID in your um in your your uh your Google tag for offline conversion import or enhance conversions for leads in the way that we referenced it here right so this makes that association between the uh the Google ads user user provided data event and your Google ads account right make sure to also include the email and the phone number in your export from your CRM or your Google Sheets file right there are certainly ways to preview and debug this as well and you can see after you submit the form if these particular variables are functioning properly whether the Dom element email or the Dom element phone number is populating after you submit the form it's important to check that before you deem this as fully complete again because my thing here is just a demo and it's not functioning and I don't have the ability to check it but I would strongly suggest that that you do that and um this is just how I would set it up and how I've written about setting it up it does work though take my word for it um but uh that's it hopefully that was helpful to you guys from an implementation perspective I think we covered a lot and also we kind of went over the what and the why in the beginning of the video so if you have any questions shoot me a note in the comments and I'll try to answer all right thanks so much hopefully that was helpful