Custom Integration: Google Ad Conversion Tracking in Salesforce
Tracking ROI of each campaign and channel
Ironhack, an international education company, approached Clickconnect to resolve a very challenging issue: Conversion tracking in Salesforce from paid channels.
Their Google Ads data helped them see which campaigns and keywords generated leads, and their Salesforce data which leads converted to sales, but their main issue was understanding which ads, campaigns, and keywords were actually generating sales.
For integrating Google Ads and Salesforce, Ironhack decided to go with the third-party option GA connector.
GA connector is a tool designed specifically to integrate Salesforce with Google Analytics.
In order to properly implement this solution, there's a few steps that have to be completed, from tagging properly campaign URLs, to tagging all forms, implementing the GA connector fields in Salesforce, whilst mapping them to Pardot, and then, setting up a few reports in Salesforce.
Accurate Conversion Reporting
Conversion numbers were made available in Salesforce, Google Analytics and Google Ads
Analytics data for each Lead and Opportunity
Including all UTM data for first and last click, IP address, time spent on website, and more analytics data.
Conversions at a keyword level
360 view of the marketing campaigns, showing the ROI of each channel, campaign, and keyword.