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Optimizing Data From Your Leads With GCLID And Zoho CRM

The history of man is largely characterized by excessive waste. Just look at how long it took us to realize that most of nature’s resources like paper and plastic should be recycled… Even at that, the larger percentage of plastic still remains unrecycled. 

Marketing is not shielded from this wasteful history too; it’s has seen its fair share of inefficient methods and techniques. A typical scenario is when John Wanamaker, a successful US merchant and one of the forerunners of marketing, said, “half the money I spend on advertising is wasted; the trouble is I don’t know which half.” 

Now, if a marketing juggernaut could have said that, imagine what would have been the fate of other less prolific marketers. It’s possible that some marketers could have wasted more than half of their advertising spend.

Unsurprisingly, marketers today still waste their ad spend – not because they want to, but because circumstances make it so. Many still don’t know how to track their ad spend, return on investment (ROI), and return on ad spend (ROAS). Despite many advances and innovations in technology, some marketers don’t know which of their ads are converting, the cost of such ads, and how much returns they got from them.

It’s in a bid to prevent unquantifiable marketing efforts that industry experts introduced lead tracking and management systems. One of such systems is Google’s GCLID.  Further so, you can make your inbound lead tracking and management more efficient by integrating GCLID with other marketing tools like Zoho CRM.

Before we delve fully into how you can leverage the power of a Zoho CRM and Google GCLID integration, let’s explore what lead tracking and lead management entail.

What Is Lead Tracking?

As obvious as the meaning of the term seems, businesses don’t find its implementation that obvious. Lead tracking involves the process of actively monitoring your leads, knowing where they came from and their current status in their buyer’s journey. This will empower you to make wise and informed decisions about your prospects and how to devise the best strategy to convert them into paying customers.

There are 1, 000 ways to generate leads, and businesses that are on top of their marketing game leverage as many of these channels as they can, as long as they help them achieve their goals. These channels could range from social media, to email marketing, to content marketing, to paid ads on search engines like Google and Bing. 

All these have the potential to drive leads into your sales funnel, and it’ll be too huge a price to pay for ignorance if you don’t know the performance of each of these channels. There is no bliss in that. Rather, your company bleeds away. GCLID serves to help you account for money spent on Google Ads.

What Is GCLID?

GCLID stands for Google Click Identifier. It is an essential URL ID attached to each ad you run on Google. With an identification tag, GCLID makes it easy for you to monitor the performance of each of your ads. You can ascertain how much ROI you are generating from your ads, and whether or not your ads are converting, among other essential reports. 

GCLID is generated once you allow auto-tagging on your Google ads. Auto-tagging will give you access to information such as keywords, your campaign, search query, ad group as well as the time of the day your prospects engaged your ad.

Having access to this cache of information will give you the ability to optimize your ad strategy.

Benefits of Lead Tracking

Cleaning of Userbase

Lead tracking allows you to know which of your users are active and which ones are inactive. This is crucial as you’d be more poised to regularly clean your contact lists, thereby maintaining a high conversion rate, high engagement, and avoiding nurturing inactive leads.

Coordination between sales and marketing teams

Sales and marketing have to work together in a bid to convert a lead. Lead tracking will provide the right information for both teams, especially when it’s time for conversion. The sales team will also need to communicate further development to the marketing team to focus on customer retention strategies after the initial conversion of the lead into a paying customer.

Content Performance

Each click on your ad generates details such as keywords and ad groups. It becomes easier to know your content’s performance with lead tracking. You’ll know which content piece you need to optimize for better performance and which one should be replaced.

What Is Lead Management?

Lead management involves systematically grooming your leads from the point of generation to the point of conversion. It’s a detailed process of organizing and segmenting customer data in order to implement strategies that get the best results. 

Lead management is usually done with a CRM tool like Zoho. With such tools, you can send personalized messages to your leads that match their status in their buyer’s journey. It also allows for a wide range of automation which frees your hands to work on other pressing issues in your company. 

Lead management can easily be confused with lead tracking; however, they’re both different things. While lead tracking deals with providing information about lead behavior, lead management helps to take actions that put that information to use. This is seen in how Zoho CRM complements GCLID

Combining GCLID and Zoho CRM

The complementary actions of these tools will provide a robust boost for your marketing efforts. This is largely due to the level of automation both tools implement. Although GCLID provides in-depth information about lead behavior, you’ll need a solid CRM to manage the inflow of information.

Benefits of Combining GCLID with Zoho Flow

Monitoring of offline sales

This is a common dilemma with several businesses, as they don’t have the data to study the process of their offline conversion. With the integration of GCLID and Zoho CRM, you can know where exactly your sales are coming from because all lead nurturing will be done on Zoho CRM while GCLID provides you with data about the online behavior of the lead.

Easily score your leads

Lead scoring is an efficient lead management feature; however, it’s not a Google Ads feature. Lead scoring is important because while prospects might engage your content by making inquiries on your landing pages, sometimes, it doesn’t immediately convert to sales. Data gotten from such ads need to be nurtured and lead scoring helps to know which of the leads will likely convert and the level of attention you should give each lead based on how likely you are to convert them.

Improved workflow

Zoho CRM has a lot of additional features that let you organize your teams on one single dashboard, rather than switching between different apps for meeting scheduling, email automation, and in-depth analytics.

How To Integrate Google Ads With Zoho CRM

The difference between a wasteful marketing strategy and one that converts efficiently is the availability of useful and relevant data. To get such kind of data, you need to integrate tools that will help you get the job done. 

Our team of Zoho experts will help you design a Zoho and GCLID integration tailored toward your business needs and goals. Click the link below to learn more.