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What is it?
The Custom Data Source Scope in Rule Engine offers the capability to report and take action on custom data accessed through Google Sheets or various Customer Relationship Management (CRM) systems like Hubspot, Zoho, Shopify, etc.
With the help of this scope, you can easily automate and monitor data, including offline conversions, and get insights from various sources in one central location allowing you to manage and optimize your campaigns with a more detailed understanding of the different aspects of your ads.
How does it work?
While creating a Rule Engine strategy, the Custom Data Source Scope gives you the option to choose a data set that you can configure using Optmyzr's Data Integrations tool. This tool allows you to bring in a data source, apply various filters, and create data sets to present information in a simplified manner. You can access this data from sources like Google Spreadsheets or CRMs like HubSpot and Zoho. Read more about it here.
Rule Engine retrieves data from the specified source and provides a list of attributes to which rules can be applied. This enables you to create strategies with various outcomes, for example, tracking offline conversions effectively and integrating the data into relevant Google Ads campaigns helping you enhance your ad targeting and reach more relevant audiences, improving the overall performance of your campaigns.
When creating strategies for your custom data, you can set up the rules to take any of the following actions:
Select 'Include in Report' to generate a report of all the attributes that match the rules and conditions.
Select 'Upload Offline Conversions' (available only for Google Ads) to upload your offline Click and Call conversions to your Google Ads Campaigns.
Let's say that you are an advertiser who gets a considerable amount of offline conversion using either chat or telephonic means after potential customers have visited your website via a Google Search ad.
Since these conversions don't occur in the typical online format that Google Ads can track, they often get classified as unaccounted-for clicks. This results in missed opportunities and can lead to valuable customer segments being incorrectly marked as non-potential markets. Hence it becomes incredibly important for you to upload your offline conversions to Google in a fast and hassle-free manner to get more relevant impressions. Using the Custom Data Source Rule Engine Scope, you can achieve just this in a reliable, and automated way.
Google generates a GClid ID that is unique for every user who clicks on your Google ad. If your CRM system captures this unique ID when a user signs up for a call or a demo and enters your sales funnel, you can extract this data and send it back to Google using Rule Engine.
Firstly, set up a conversion action in your Google Ads account with an appropriate name. This action is necessary to track these offline conversions as valuable customer actions for your business.
Next, export your conversion data into a CSV from your CRM system and make sure that it has the following data columns: Click ID Type (GClid, Gbraid, etc.), Click ID, Conversion Action (i.e. ID of the conversion action that you set up previously), Conversion Value, Currency Code, and Conversion Date & Time.
Using the Custom Data Source scope in Rule Engine, select the data source as the data set from the CSV file you've prepared. If you haven't created a data set, you can use our Data Integrations tool to do so. Learn more about it here.
Once your strategy is created, if you wish, you can set up rules to filter out your data using the attributes of the data source that you provided.
To configure the settings to feed your conversion details to Google, use the 'Upload Offline Conversions' action. You can choose between uploading Offline Click Conversions (resulting from a click) or Call Conversions (occurring after a Call-To-Action of an ad was triggered).
Correctly map all the columns from your data set to the appropriate attributes. For example, map the Click ID with the column that stores unique GClid IDs. By following these steps, you'll successfully set up a Rule Engine Strategy to upload your offline conversions to Google Ads.
Click on 'View Suggestion' to generate suggestions for your strategy. On the 'Suggestions' page, you will have the option to upload these suggestions as Offline Conversions by clicking on the 'Apply Suggestion' button. You can also automate this strategy to upload any new conversions automatically in future.