Today Google announced a new “conversion import” feature for AdWords, This feature allow advertisers to measure and optimize events that happens outside from their site.
The company says the “conversion import” feature can help small businesses measure and optimize for the customer’s entire journey from online leads to offline sales.
“In AdWords, you’ve been able to see which keywords lead to higher or lower lead volumes, and to optimize for a cost per lead goal,” says product management lead Jon Diorio. “But there’s been no easy way to measure and optimize in AdWords for events that happen beyond the website, like a customer order taken over the phone by your sales team.”