WebinarJam is an online platform where businesses can create live streamed webinars with replay options, with customers purchasing subscriptions to the WebinarJam site. The webinars are available through desktop, laptop, tablet or phone. Google Ads reporting is a powerful tool to identify ROI of ad campaigns and optimize marketing strategy. Both platforms keep a rich set of sales data, but there are often significant discrepancies between them.
Here are some reasons why conversion tracking built into Google Tag is not enough to track WebinarJam purchases made by Google Ads customers:
Combining browser and server-side tracking to report conversions via the server-to-server Google Ads API integration solves these problems.
Able Customer Data Platform is the ultimate WebinarJam and Google Ads integration.
It combines browser tracking with server API integrations, linking website activity with purchases on the back-end to build a complete journey of each customer across WebinarJam and Google Ads.
This allows you to attribute 99% of sales to the correct marketing source, ad click and landing page and obtain data to inform strategy.
All of this without coding and complex manual set-up of the connection between WebinarJam and Google Ads. Able already knows how to connect marketing data between WebinarJam and Google Ads.
Able makes it easy to report in Google Ads on actual WebinarJam revenue rather than conversions to leads, attributing all subsequent WebinarJam revenue to the original visitor and campaign - even if it occurs weeks after the initial visit.
Able CDP combines browser and back-end tracking to:
Able tracks WebinarJam customers' completion of the purchase/sign-up on the thank you pages rather than directly in the forms on the website. Any purchases made by the same customer, regardless of when and how, are then attributed to the original website visitor and marketing source. This allows you to report on currently missing conversions that happen after browser analytics and tracking cookies expire or not available on devices, then send conversions with complete customer match parameters to Google Ads, fixing tracking for IOS traffic.
Step 1. Sign up for a free Able trial account
Complete the sign up form to create a trial account.
After signing up for a free account, Able CDP will prompt you to add code to your website.
This tracking code will record ad click ids and details of the original landing page visit, as well as lead form submissions, allowing to attribute customers to website visitors. Able CDP uses its tracking to capture UTM parameters, referrer URL and landing page URL, store them in its own attribution database together with the personal identifiers such as email or phone, entered by customer in lead and order forms, allowing it to associate all future customer activity with the original website visitor source.
Add lead form URLs to the HTML Forms Tracking section to let Able automatically recognize the sign-up and lead forms you're using. Any standard lead form widgets that we could detect during the account setup will appear in the Dynamic Lead Forms Tracking section.
Press "Generate" in the Get Code section to generate a unique tracking code to add to your site.
Able CDP page view tracking doesn't install its own cookies and relies on third-party identifiers such as Google Analytics Client Id to connect customer activity between website pages. Please enable cross-domain measurement in Google Analytics if your landing and lead/order pages are hosted on different domains.
Enable Thank You Page Tracking Code
1. Google Ads Setup.
The first step to start using a server-to-server integration is to configure Google Ads. The Part 1 of the ‘Set up offline conversion tracking‘ guide in Google Ads Help covers two necessary steps to begin: enabling auto-tagging and setting up a Conversion Action – a hint telling Google Ads how to process your conversions.
(Google refers to all conversions that aren’t tracked by its JS tracking code as ‘offline’. They may not actually happen offline, such as in a store, and would more often be a result of online user activity.)
2. Google Ads Customer Data Terms
To make sure that all conversions are processed, the Google Ads account must have accepted Customer Data Terms. This only needs to be done once per account and the Data Terms will be valid for all conversions automatically.
Open Tools - Conversions - Settings - Method for measuring offline conversions. Check that Enhanced conversions for leads method is selected and accept customer data terms.
3. Connect Able to Google Ads
In Able's platform, there is a ‘Sign In With Google’ button that will grant Able access to your Google Ads API, allowing you to send purchase conversions to Google Ads.
4. Create compatible conversion action in Google Ads
To do so, open Tools - Conversions in Google Ads. Click New Conversion Action - Import - Other data sources or CRMs - Track conversions from clicks. Enter desired conversion and attribution parameters and create conversion.
5. Send Able events as Google Ads Conversion Actions
Select the new Google Ads credential, and choose ‘Purchase’ event type. Able will display a list of Google Ads Customers your Google account has access to manage. Choose the one that has the Conversion Action that has been created in Google Ads Manager in the first step.
Press ‘Save’ button to save settings. Able Customer Data Platform will start sending all purchases it attributed to Google Ads clicks to Google Ads API.
“A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads.
Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all.
And so we've been focusing on paid search, which does have return on investment.”
— Bryan Brinton, Co-Founder, Aluvii Software
Continuously improve marketing strategy with actionable data produced by Able tracking.