To enhance Google Ads attribution using HubSpot data, you can import offline conversions from HubSpot into Google Ads. This process allows you to track and optimize based on conversions that occur outside of your website, such as in-store purchases or sales closed by phone, after a user interacts with your ads. By connecting HubSpot with Google Ads and importing offline conversions, you gain a more comprehensive view of your marketing funnel and can improve bidding strategies and ad targeting.
Here’s a breakdown of the process:
1. Set up Offline Conversion Tracking in Google Ads:
Navigate to Goals > Summary > + New conversion action.
Select Import and choose CRMs, files, or other data sources.
Select a tracking method and choose Connect a new data source.
Search for and select HubSpot as the data source, then choose a Direct connection.
Authorize the connection by signing into your HubSpot account.
Map your HubSpot conversion data to the appropriate conversion actions in Google Ads.
Review and confirm the settings.
2. Upgrade to Enhanced Conversions for Leads (Optional, but Recommended):
Enhanced conversions for leads provides a more robust method for importing offline conversions by using customer-provided data like email addresses to improve accuracy and bidding.
If you’re already using offline conversion imports, upgrade to enhanced conversions for leads through the Google Ads Data Manager.
Ensure you meet the requirements and follow the steps to enable it.
3. Utilize HubSpot Data for Attribution:
By importing offline conversions, Google Ads can now attribute conversions that occur offline back to your Google Ads campaigns.
This allows you to understand the full customer journey and optimize your campaigns based on more complete data.
You can also use the CRM lifecycle data from HubSpot to optimize ad delivery and report on the value of CRM lifecycle event changes within Google Ads.
4. Best Practices:
- Ensure you have a direct connection between HubSpot and Google Ads.
- Use the Google Ads Data Manager to streamline the process of importing offline conversions and upgrading to enhanced conversions for leads.
- Regularly monitor your imported conversion data and adjust your campaigns accordingly.
- Consider using enhanced conversions for leads for greater accuracy and improved reporting.
By following these steps and best practices, you can effectively import offline conversions from HubSpot and leverage them to improve the attribution and overall performance of your Google Ads campaigns.