Root Cause Analysis: Google Ads + Salesforce
Why did this number change? askotter reads Google Ads and Salesforce together and answers it for your business, by text.
How does root cause analysis with Google Ads and Salesforce work for a small business?
askotter reads Google Ads and Salesforce side by side so it can test each explanation against your connected accounts and find the cause. A ranked list of likely causes, each with the evidence behind it.
Read the full answerShow less
The owner asks follow-up questions by text.
- From Google Ads
- Campaign performance, Keyword data and quality scores, Ad group and creative performance.
- From Salesforce
- Leads and opportunities, Account and contact data, Pipeline stages and velocity.
- Status
- Salesforce is on the integration roadmap, so the matching described here starts when that connector ships.
- Not for
- Replacing Google Ads or Salesforce. Both keep working exactly as they do now.
Why did this number change?
Bookings dropped 23%. The ad, the website and the weather all get blamed. Without your accounts side by side, it stays a guess.
How askotter handles it
askotter reads Google Ads and Salesforce side by side, so it can test each explanation against your connected accounts and find the cause.
A person checks the result before it reaches you. This is part of our Google Ads management work.
How Google Ads and Salesforce records line up
Google Ads and Salesforce both keep the UTM source, medium and campaign values from the visit, so activity lines up campaign by campaign even when no single person can be matched.
Shared between the two: the UTM campaign tags.
What root cause analysis uses from each
Root cause analysis needs timestamps precise enough to put events in order.
From Google Ads that means the change history for bids, budgets and ads. From Salesforce it means stage history and owner changes.
Salesforce is on the integration roadmap, so the matching described here starts when that connector ships.
What each tool sees on its ownShow less
Google Ads on its own
Google Ads counts the conversions it can see through its own tag. It cannot tell a refunded sale from a kept one, or a junk lead from a good one.
Timing. Google Ads credits a conversion back to the date of the click, so yesterday's conversion count can still rise for days.
Access. The Google Ads API with read access to the account.
Salesforce on its own
Salesforce sees leads, accounts and opportunities. It knows which campaign produced a lead only when someone records it there.
Timing. Salesforce opportunity stages move when someone updates them, so pipeline data is as current as the team's CRM habits.
Access. A connected app with read-only access to Lead, Contact, Account and Opportunity.
Related guides
- Why Your Google Ads Aren't Converting (And How to Fix It). Clicks without conversions is the most expensive problem in marketing.
- Performance Max for Local Businesses: Where the Budget Goes. The campaign type that decides for you, and the reporting that follows.
Services that use these connections
Other analyses: Google Ads + Salesforce
Questions about Google Ads + Salesforce
Do I need a developer to connect Google Ads and Salesforce?
How is askotter's Root Cause Analysis different from what Google Ads shows on its own?
Google Ads + Salesforce is coming soon
Talk to us about your timeline, and we will confirm the launch date before you commit.
Self-managed is $99/mo and scales with the compute you use. Our team runs it from $600/mo.