topic Re: Google Ads and updating deals in Ads

Google Ads and updating deals

mdebug — Tue, 16 Aug 2022 17:17:25 GMT

So we have users that are all successfully being tracked through the conversions but when it comes to the "Closed won" customer conversion.

Our platform has a high volume of orders for an individual contact, possibly multiple in one day. Right now we aggregate this into a single deal per contact for the month, we proceed to update this throughout the month as new orders come it. Ads is setup to convert a Contact to a Customer when a deal is marker "Closed won".

We don't want to wait to mark a deal "Closed won" till the end of the month because it seems like we would miss out on realtime ads data.
How does Hubspot handle us updating a deal that is already marked "Closed won"?

We do things this way because there would just be so many deals if we created one for every day of the month per contact. Is there a better way we should be doing this? Any insight would be helpful.

Re: Google Ads and updating deals

jolle — Tue, 16 Aug 2022 21:55:11 GMT

Hey @mdebug,

Thanks for sharing!

I don't know what you sell or how you sell it, but I'll try and speak to this challenge the best I can.

It sounds like the platform where you sell your product isn't directly integrated with HubSpot. Depending on the platform you use, it may be worth exploring an integration that would automatically create a deal/contact and move it into closed/won once checkout has been completed. Ideally, you would you have a deal for each transaction, all of which would be associated with the respective contact (so a single contact would have multiple deals, but you could aggregate their closed won revenue).

If you're manually creating and updating deals, you're never going to have real-time data — and that can still be okay! It all depends on how often you need to report on performance or make decisions based on your current performance.

A contact will automatically be set to "customer" if they have a closed/won deal associated with their record, but you can techinically set a contact's "Lifecycle stage" to "Customer" at any time (or set up an automation that will). If it's helpful, you could create a workflow to set a contact to "Customer" as soon as they complete their first purchase. That won't pull in closed/won deal revenue if the deal associated with the contact is not in the closed/won pipeline stage, but it can give you a count of customers that came from Google Ads.

Lastly, you are free to make updates to deals once they are in closed/won. If you increase the deal amount, that should increase the amount of closed/won revenue in all reports. However, as long as you have the deal associated with the proper contact, any new closed/won deals will be visible on that record and aggregated in any reporting.

Hope this helps! Let me know if you have any other questions!

Re: Google Ads and updating deals

mdebug — Wed, 17 Aug 2022 14:41:18 GMT

Thanks @jolle , I appreaciate the explanation and we had a pretty good handle on most of those early points. So Google Ads & Hubspot are already integrated and Hubspot is set to automatically convert the "Lifecycle stage" to "Customer".

The confusion came from the fact that we were informed that when deals are updated they are cumulatively sent to Google Ads. An example would be like:

August 15th: We create a "Closed won" deal (Deal Id = 12345) for $50 and associate with a newly tracked contact. This changes the "Lifecycle Stage" to Customer. This conversion should go up to Google Ads @ $50 for the GCLID for that Contact

August 17th: That contact spends another $50, so we update deal id (12345) to become $100. Does Google Ads see this as an existing conversion that it updates to $100 or does it see it as a new conversion that is $100.

If its a new conversion does that mean that it sees $150 for that GCLID instead of the $50 + $50?
We are concerned with this because we don't want to be artificially inflating (if its $150) what Google Ads thinks are worthwhile leads based on conversion data that is sent on deal updates.

How can we go about testing this? Is there a way to do it in a non-production environment?

Re: Google Ads and updating deals

jolle — Wed, 17 Aug 2022 17:24:37 GMT

Hey @mdebug, thanks for the additional context! This sounds like it's a Google Ads question, not a HubSpot question.

From what I understand, HubSpot isn't passing deal amount conversion data back to Google Ads (at least not by default). The integration exists to identify leads created through Google Ads and tag them as such in HubSpot. From there, the data that's updated and reported on (like associated deals, deal amount) is used by HubSpot for ROAS tracking and such within the platform.

I think that using transaction-specific conversion values in Google Ads would get you closer to what you're looking for. As long as you have some sort of checkout system that you can integrate with Google Ads/Analytics, youc an create conversion actions that will carry over the actual value of the conversion. You can also configure those conversions to fire more than once for the same GCLID, which should allow you to track the amounts of separate conversions from the same users. That would hopefully give Google the data they need to optimize for higher-value conversions.

I recommend reaching out to Google Support with any questions on their integration with HubSpot or questions on conversion value tracking and optimization.

Hope this helps!!