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Pro tip: Download the guide on live chat tracking and find out which channels, campaigns and keywords generate the most valuable sales chats.
Google ads or PPC campaigns are a great way to drive relevant traffic to your website. But, without the right analysis of your ads, you can wind up spending a lot of money and get very little in return.
Generally speaking, marketers often see live chat as a service solution, as opposed to a lead generation opportunity. And the issue they face to prove otherwise is a total disconnect between paid tools like Google Ads and live chat tools like Olark.
But, if you link your PPC ads in Google to your live chat conversations in Olark, you can prove the impact of your ads and find key insights that can help you optimise your campaigns.
Ruler Analytics easily integrates with both Google Ads and Olark so you can push and pull key data between the two. You can capture lead generation activity from Olark and send this to Google Ads to identify which of your campaigns, keywords and ads result in the most valuable conversations on your website.
Follow the tutorial below and learn how to track your Olark conversions in Google Ads:
1. Log in to your Ads account and go to Tools & Settings > Measurement > Conversions.
2. Click on the plus icon in the top left, to add a new conversion action.
3. Select Website.
4. Under the Category section, select Other.
5. Add a name to your new conversion. For this example, we’ve named our conversion ‘Live Chat conversion’.
6. Complete the following set up. When finished, click on create and complete. You can go back and modify your settings
7. Select Google Tag Manager.
8. Copy the Conversion ID and the Conversion label. Paste the Conversion ID and the Conversion label and add it to the script below.
<script>
var LC_API = LC_API || {};
LC_API.on_chat_started = function()
{
// track this chat in Google AdWords
var google_conversion_id, google_conversion_label, img;
google_conversion_id = 'YOUR_CONVERSION_ID';
google_conversion_label = 'YOUR_CONVERSION_LABEL';
img = new Image(1, 1);
img.src = 'https://www.googleadservices.com/pagead/conversion/'+google_conversion_id+'/?label='+google_conversion_label+'&script=0';
};
</script>
10. Add this script to your website, and if set up correctly, you should be able to track chat conversions from ad clicks in your Google Ads dashboard.
Ruler Analytics connects the dots between Olark and Google Ads. It allows you to pass sales and marketing data to Google Ads from Ruler as an event, allowing you to attribute revenue value at campaign and keyword level in Google Ads.
Ruler tracks every website visitor and stores key data on their browsing history, collating sessions using first-party cookies. This includes channel sources and key detail on if website visitors are clicking on certain campaigns and ads or searching specific keywords.
When your user engages with Olark, Ruler will track and record their activity. If they convert into a lead, Ruler will fire their lead data to your CRM along with all of the historic data held on that website visitor. This allows you to see data like their first-click source and landing page.
Many marketers don’t get a true reflection of how well a campaign performed until weeks, months or sometimes years after the initial conversion. The opportunity stage report in Ruler allows you to track leads throughout the entire sales cycle and spot the opportunity stages that require more attention.
When a lead agrees to a deal or completes a sale, their closed revenue will get sent back to the Ruler dashboard so that you can measure the impact of your marketing sources, campaigns, keywords and ads based on monetary values. Connecting Olark means you can see how many users engage with your live chat tool. You can filter this to see how marketing channels encourage live chat conversations and how these move on to convert into sales.
When you set live a PPC ad, you can rest assured knowing that Ruler Analytics will scrape revenue data from closed leads and fire it to your Google Ads. When there, it will automatically attribute it to the influencing campaign, ad and even keyword.
⚠️ Important note: Ruler Analytics integrates with 1,000+ web applications, allowing you to spend less time manually transferring data between your tools and focus more on your sales and marketing strategy.
Want to learn more about matching revenue from Olark with campaigns in Google Ads using Ruler Analytics? Get in touch to book a demo, and let us show you Ruler in action.
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