Google Ads Offline Conversion for server-side GTM

Tracking offline conversions is perfect-match for businesses that operate both online and offline. Google Ads has introduced the Offline Conversion Tag for Google Tag Manager Server Container, providing a powerful solution to monitor and attribute events occurring offline, such as in-store purchases or phone transactions. This capability opens up new avenues for marketers to report more accurate return on investment (ROI) and gain insights into user behavior beyond the online realm.

The Offline Conversion Tag enables businesses to track conversions that take place offline, allowing for a more comprehensive understanding of the customer journey. This is particularly beneficial for companies with a significant offline presence, as it ensures that the impact of online ads on offline actions is accurately measured.

One notable advantage of the Offline Conversion Tag is its ability to attribute conversions for users who have either opted out of tracking or utilize ad blockers. This is achieved by feeding first-party data to Google, ensuring that conversions from these otherwise hard-to-reach users are appropriately credited.

The tag provides a direct view into behavior conversion tracking without the need for extensive event modeling data. Marketers can analyze user interactions, understand the customer journey, and optimize campaigns based on actual conversion data, leading to more effective advertising strategies.

To leverage the benefits of the Google Ads Offline Conversion Tag, you need to consider the following parameters:

Conversion Action ID: The conversion ID used for tracking offline conversions.
Operating Customer Id: Google Ads account ID.
Customer ID: Google Ads MCC account ID.
Hardal Container API Key: If using Hardal, add your Hardal Container API Key. Otherwise, use the Google Ads developer token.
Conversion Environment: The environment of the uploaded conversion.
Conversion DateTime: The date and time of the conversion occurrence. It must be after the click time, and the timezone must be specified.
Gbraid and Wbraid: Click identifiers associated with app and web conversions from iOS devices starting with iOS14.
Gclid: The Google click ID associated with the conversion.

If you are interested in implementing the Google Ads Offline Conversion Tag for GTM Server Side, follow the comprehensive guide provided by the Hardal Team. The guide walks you through the setup process, ensuring a smooth and effective integration into your existing Google Tag Manager environment.

In conclusion, the Google Ads Offline Conversion Tag for GTM Server Side is a valuable addition to the toolkit of marketers aiming to bridge the gap between online and offline conversions. By harnessing the power of this tag, businesses can refine their advertising strategies, track accurate ROI, and gain deeper insights into user behavior across various channels. Explore the possibilities and take your digital marketing efforts to new heights.

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