Introduction
In 2022, Bolt Energie took a bold step toward better data-driven decision-making by implementing offline conversion tracking, a first-party measurement solution that bridged the gap between offline and online activities. Building on this success, we’ve recently implemented Enhanced Conversions for Leads (ECL), taking their lead-generation capabilities to the next level. Here's how the solution redefined their campaign performance and gave them new insights into customer acquisition.
What is Enhanced Conversions for Leads?
Enhanced Conversions for Leads is a way to improve how conversions are tracked. It uses secure, hashed first-party data like email addresses or phone numbers to connect an ad click to a lead who becomes a customer. This setup protects user privacy while giving more detailed information about which ads perform best. This process works like this:
- A user clicks on a Bolt Energie ad and lands on the website
- The user browses the website, reads about the the product
- He then fills out a lead form on the website, becoming a lead for Bolt. At that step, Bolt’s website sends hashed first-party data to Google Ads.
- Bolt stores the lead information into their CRM (in this case, salesforce), along with its status
- Later, when this lead becomes a customer, the system (CRM) changes the status of the lead (for example from ‘new’ to ‘qualified’ or ‘closed won’), and then matches the data to the ad that brought the lead.
Source: Google
The process technically works like this:
- Configuring Google Tag Manager (GTM): Creation of a Google Ads User-provided Data Event tag to collect user-provided data at the step of the website lead forms submission.
2. Hashing Customer Data: Ensuring compliance with privacy regulations by securely hashing identifiers.
3. Linking CRM (Salesforce): Automating the import of offline conversions for better measurement of lead-to-sale journeys.
This integration now provides Bolt Energie with actionable insights into which campaigns drive the most valuable leads.
Insights that drive smarter investments
With Enhanced Conversions for Leads, Bolt Energie achieved:
- Better campaign understanding: Now, we can compare the cost per lead (CPL) to the cost per converted lead (CPCL). For example, some campaigns with higher CPLs might seem expensive, but the data showed these leads often become valuable customers.
- Improved smart bidding: Google’s bidding system learned faster because of the better data, leading to more qualified leads and a shorter time between a lead and a conversion.
- Clearer sales funnel insights: By tracking stages like Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs), Bolt identified where leads dropped off and adjusted strategies to get better results.
What’s next?
Now that Enhanced Conversions for Leads is live, Bolt Energie can:
- Use advanced bidding strategies to scale their campaigns.
- Add value-based bidding, assigning different values to each step in the lead journey.
- Use the detailed data to create better-targeted ads and improve performance further.
By upgrading to Enhanced Conversions for Leads, Bolt Energie is future-proofing their measurement system while staying focused on user privacy. This step not only helps them make smarter decisions but also ensures their campaigns bring long-term success.
For more about their earlier offline tracking setup, read our case study here.
This new implementation shows how Bolt Energie is leading the way in using technology to get better results from their digital campaigns. If you have questions about the implementation details, don’t hesitate to send me an email at This email address is being protected from spambots. You need JavaScript enabled to view it..
Eliott Pousset
| LinkedinThis email address is being protected from spambots. You need JavaScript enabled to view it.
