The CRM Data Upload Tool for phone-based sales allows you to upload sales data from your CRM directly into Google Ads, Google Analytics and DoubleClick.
This provides advertisers with the ability to attribute sales made over the phone to the campaigns and keywords which generated the calls.
This information can then be used to optimise campaigns for improved performance.
How does the CRM data matching tool work?
When a phone call is made through the Delacon call tracking system, the following information is captured:
- The caller’s phone number (when available).
- The call date and time.
- The relevant session data:
- Google Analytics client ID
- Landing page of the session (for Google Ads and DCM)
- DoubleClick encrypted Session ID
CRM data can be uploaded into the Delacon system to automatically be matched with the call records, and be further pushed into Google Analytics, Google Ads and DoubleClick.
What CRM data is required in order to complete the data matching?
- Caller’s phone number in E.164 international format (eg +61400123465). Please note that if the phone number is hashed before sending to Delacon for matching the "+" must be removed before the hash is generated (eg 61400123456).
- Call date and time stamp (preferable).
- Sale value (a dollar amount or booking).
Note the above data must be provided in the exact format as detailed under Step 3 - Upload Data.
How is the data matched?
When the CRM data is uploaded through the CRM Data upload tool, the tool will look for a record with the same phone number and date and will match accordingly, at the first occurrence of this e.g. closest to the time.
A call from 0400 123 456 is made on the 1st of September at 12pm. The call is answered by an operator and the caller purchases a product for $100.00. The data is captured in the operator's CRM.
Therefore, they would load the following information into the CRM data matching tool:
<delacon campaign id>,+61400123456,20180901 12:00,100.00,<platform being pushed into>
This information would be matched with the call record that includes that phone number and call date/time.
Note - For the CRM data, if there are multiple sales attributed in your CRM for that same caller ID, then the data needs to be sent in one of the following two formats:-
a. All the sales revenue to be added up and sent as one entry with the time of the call
b. All the individual entries need to have the same caller ID and time of the call
This is required for the revenue to be attributed to that one call in the Delacon system
How is data pushed into Google’s platforms?
Through our Google Analytics integration, the CRM data is automatically pushed into Google Analytics as an event using the Google Measurement Protocol and the captured Google Analytics Client ID from the matched phone call.
This allows the CRM data to be viewable in Google Analytics.
Through our DoubleClick integration, the CRM data is automatically pushed into DoubleClick using the DoubleClick API. The data is pushed through using the DoubleClick encrypted session ID captured when the call is made OR the landing page GCLID.
Through our Google Ads integration, the CRM data is automatically pushed into Google Ads using the GCLID (assuming it’s a call generated from Paid Search).
If you are pushing your call data to BigQuery, you can also push your matched CRM data to link those call records.
Step 1 – Provide Relevant Authorisation
You are required to authorise the relevant platforms you are using. You do not need to authorise the platforms not being used:
Google Ads Authorisation:
Follow Delacon’s standard Google Ads authorisation process as per our Google Ads Integration Guide:
Google Analytics Authorisation:
Follow Delacon’s standard Google Analytics authorisation process as per our Google Analytics Guide:
http://www.delaconcorp.com/Portals/0/pdf/Delacon-Google_User_Guideline.pdf (see Section 6)
Follow Delacon’s standard DCM authorisation process as per our DCM Integration Guide:
Please note you will need to select ‘crmupload’ for Online or CRM Upload conversion.
Please follow the BigQuery integration guide: https://support.delaconcorp.com/hc/en-us/articles/360034322373-Activating-Delacon-Call-Data-Transfer-in-BigQuery
Step 2 – Provide account information to Delacon
1. Provide Google Ads account ID to Delacon Support (firstname.lastname@example.org) in the following format:
2. Once received, Delacon Support will configure the Google Ads conversion upload
Please refer to the following guide for additional information on how to create the required configuration in Google Ads Setting up Delacon Google Ads Conversion Upload
No information is required to be sent to Delacon for Google Analytics.
No additional information is required to be sent to Delacon for BigQuery after the general authorisation has been completed.
You are required to provide the below information to Delacon Support (email@example.com):
- Service ID
- Profile ID
- Floodlight Activity ID
- Floodlight Configuration ID
- Conversion Value
Please note that if you are setting up CRM Data Upload Tool for DoubleClick and you have existing Service IDs using our DoubleClick integration, you will need to re-map these existing Service IDs.
Step 3 - Upload Data
Once your account has been authorised and your account information has been provided and Delacon have configured the conversion upload, you can begin to upload your CRM data.
There are four upload options:
1. Manual Upload
2. Upload via API Key
3. Upload to secure SFTP server
4. Custom Consulting
Option 1 – Manual Upload using the new Delacon Portal (Free)
1. Logon to Delacon portal - https://pla.delaconcorp.com/siteui/login
2. Navigate to "Services” -> “Upload CRM Data”:
3. Choose "Unmatched CRM Data"
4. Upload data in the following format:
<delacon campaign id>,<caller phone number>,<date/time of call>,<sale value>,<platform to upload the conversion to>,<delacon call id>,<crm variable/s>
- Possible values for <delacon campaign id> are -1 (to be used if you are not sure of the CID) or an appropriate value from the Delacon Portal
- Possible values for <platform to upload the conversion to> are a combination of the following values - ADWORDS, DCM, BQ and GA.
- <delacon call id> is optional
- <crm variable/s> is optional
Both Delacon Call ID and CRM variable(s) are optional fields. Here are some examples showing how to include them:
Example: With Call ID:
Example: With CRM variable without Call ID:
Adding 1 CRM variable:
Adding more CRM variables:
Please note the additional comma that signifies the Call ID field is not present – please ensure this is included if you wish to upload CRM variables without including the Delacon Call ID.
Example: With Call ID and CRM variables
Adding 1 CRM variable:
Adding more CRM variables:
These fields are optional; therefore, you can append up to four CRM value/s by using the comma delimiter.
Please note if you would like to create custom variables related to your business or service follow the steps here.
Uploading to Google Ads
Uploading to DoubleClick Campaign Manager, with Call ID and one CRM variable:
Uploading to Google Analytics, with Call ID and two CRM variables:
Uploading to DoubleClick Campaign Manager and Google Analytics, with three CRM variables but no Call ID:
Uploading to Google Ads, DoubleClick Campaign Manager, BigQuery and Google Analytics, with no Call ID or CRM variables:
Please note in the examples above that CRM vaiables are not expected for ADWORDS (upload to Google Ads) and as such will be ignored at the time of data upload to Google Ads.
- Appropriate configuration should be completed in Delacon Portal for Google Ads, DCM or GA prior to this.
- Please specify the CID as -1 when CID is unknown.
Date/time of call is the date and time of the phone call in the CRM system.
5. Once you have entered in all relevant data click “Upload”.
Option 2 – Upload via API Key (Free)
Please click here for the instructions on obtaining your API key.
Develop an API integration to upload data in the format:
<delacon campaign id>,<caller phone number>,<date/time of call>,<sale value>,<CRM to upload the conversion to>
Please see our API guide for information on setting up an API Integration:
An API key can be used for authentication. This may be a more secure alternative than putting a user ID and password in a URL.
The URL will look like the below if authentication is done via API key:
Possible values for <delacon campaign id> are -1 or an appropriate value from the Delacon Portal.
Possible values for are a combination of the following values - ADWORDS, DCM, BQ and GA:
Uploading to Google Ads and DoubleClick Campaign Manager:
Uploading to Google Ads and Google Analytics:
Uploading to DoubleClick Campaign Manager, BigQuery and Google Analytics
Uploading to Google Ads, DoubleClick Campaign Manager and Google Analytics:
Note: Appropriate configuration should be completed in Delacon Portal for ADWORDS or DCM or GA prior to this.
The following screenshot provides the details for API based integration:
Option 3 – Upload to secure SFTP
1. Setup an automated CSV transfer to a secure SFTP location – this can be a Delacon SFTP location or your own.
2. Ensure CSV file has the following fields:
a. <delacon campaign id>,<caller phone number>,<date/time of call>,<sale value>,<Platform to upload the conversion to>
Please note there is a charge for this option:
- $1,500.00 one-off set up fee.
- $150.00 per month.
Please speak with your Delacon account manager for more information about this option including getting a change request form.
Option 4 – Custom Consulting
Delacon can develop a custom solution for you.
Please note there is a charge for this option:
- $150/hr with a minimum of 20 hours.
Finding the data in Google's platforms
Finding the data in Google Analytics
The uploaded CRM data will be placed into:
- Event Category – CRM
- Event Action – Upload
- Event Label – SalesClosed
- SalesAmount – Event Value
Please see examples below of what this will look like in Google Analytics:
Google Ads Campaign:
Google Ads Search Term:
Real Report Examples:
Dollar Sales Values vs Calls against Channel
Dollar Sales Values vs Calls against Campaign
Creating a goal that shows CRM value
To create a goal that shows the CRM value against the Google Ads data, you will need to set it up as follows:
Goal Type - Event
Category - crm
Label - SalesClosed
Action and value can be left blank, and the "Use the Event value as the Goal Value for the conversion" option should be set to Yes.
See screenshot example below:
Finding the data in Campaign Manager (DCM)
Reporting in Campaign manager with Offline, Floodlight Reports:
Finding the data in Google Search Ads360 (Formerly DoubleClick)
The uploaded CRM data will be placed into:
- Floodlight Activity (Floodlight names are customisable; we recommend using Delacon in each name)
- Sales Transaction including values from Delacon calls
- Number of Delacon calls
Please see examples below of what this will look like in Google Search Ads 360:
Campaign Sales Transactions and Revenue:
Campaign, Keywords and AdGroup that Generated Sales Transaction and Revenue:
Create a Custom Floodlight column, search for the CRM upload Floodlight tag and set the Metric to Trans. See https://support.google.com/searchads/answer/6051170
1. What happens if the Google Analytics session is not captured?
If a call is made while the caller is offline then the call can’t be matched to the GAUAID (Google Analytics Session ID) and therefore we won’t be able to do a match.
Examples of offline calls include:
- Calls made when the web browser is not open.
- Calls made from Google Call Extensions
- Calls made from offline campaigns including TV, Radio and Print.
2. What happens if the data entry in the CRM is not the same date as the call?
If there is a difference between the date of the call and entry in the CRM, there will be no match and it will be skipped.
3. What happens if the date of the sale is different to the original call?
If a sale happens after the original call, as long as the phone number and date/time of the call are uploaded, it will be matched with the record in our system.
4. What happens if there are repeat calls made? i.e. Calls made from the same number within a specific time range.
Delacon treats multiple calls from the same phone number made within seven days as repeat calls. It then copies the call information – including session information - from the original call across to the other calls.
If the upload provided to us includes the phone number and date/time of the call, we will match it with the records in our system. For these repeat calls we are still passing the same information to Google Analytics.
Please note that seven days is the default time range for repeat calls in Delacon’s system. This can be extended up to a maximum of 30 days and this can be configured within the Delacon portal.
5. What happens if the CRM record is uploaded more than once?
It will be data matched twice and duplicated in Google Analytics/Google Ads/DoubleClick.
6. What happens when the data is uploaded into Google Analytics, Google Ads and DoubleClick?
The Delacon CRM data matching tool uploads data to these platforms using the methods outlined above.
7. What happens if the caller ID (phone number) is missing?
If the phone number is blocked/private/unavailable then it is not possible to match the call.
8. What happens if the CRM call time differs by the Delacon call by a day?
The call has to be on the same day in order to match, according to our call log.
Please contact Delacon if you are operating across multiple time zones and we can assist.
If you would like to upload and match web based (not phone call) data, please follow the instructions here
*Please note that this feature is currently available for no charge for Australian clients only. For all other countries a charge of USD$99/month will apply.
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