How to import offline conversions into Google Ads

You're running Google Ads campaigns, driving clicks and maybe even tracking website leads like form submissions or downloads. But what happens after that initial online interaction? Often, the most valuable actions – a signed contract, a qualified lead status change in your CRM, a purchase made over the phone – happen offline. If you're not connecting these offline events back to your Google Ads campaigns, you're missing a crucial piece of the performance puzzle.

Importing offline conversions allows you to bridge this gap, giving Google Ads visibility into which clicks and campaigns ultimately lead to real business results.

Why Import Offline Conversions? What are the Benefits?

Tracking only online actions (like a simple form fill) gives you an incomplete picture. Importing offline conversions provides numerous benefits:

1. See the Full Picture: Understand which keywords, ads, and campaigns actually drive valuable outcomes like closed deals or qualified leads, not just initial online interest.
2. Optimize for Real Value: Instead of optimizing bids based just on cheap website leads, you can optimize based on what generates actual revenue or high-quality prospects.
3. Improve Automated Bidding: Strategies like Target CPA (Cost Per Acquisition) and Target ROAS (Return On Ad Spend) become significantly more effective when fed data about final, valuable conversions. Google's algorithms can then bid more intelligently to find users likely to convert offline.
4. Justify Ad Spend: Clearly demonstrate the ROI of your Google Ads campaigns by linking them directly to bottom-line business results that occur offline.
5. Better Audience Insights: Learn more about the characteristics of users who complete valuable offline actions, helping refine targeting.

Who Benefits Most from Importing Offline Conversions?

While beneficial for many, offline conversion tracking is particularly crucial for:

• Lead Generation Businesses: Companies where leads captured online (form fills, calls) are qualified and closed by a sales team offline (e.g., B2B services, SaaS, financial advisors, home services).
• Businesses with Long Sales Cycles: Industries where the purchase decision takes time and involves offline steps (e.g., high-value B2C like car dealerships, real estate, education providers).
• Businesses Using CRMs: Companies already tracking lead/customer progress in a Customer Relationship Management (CRM) system.
• Businesses Taking Orders/Bookings Offline: Scenarios where an online ad prompts a phone call that results in a sale or booking.

How Does It Work? The GCLID Connection

The magic behind connecting online ads to offline actions is the GCLID (Google Click Identifier). Here's the simplified flow:

1. Click: A user clicks your Google Ad.
2. Tag: If auto-tagging is enabled (we'll cover this), Google automatically adds a unique GCLID parameter to the end of your landing page URL (e.g., www.yoursite.com/?gclid=SomeUniqueValue123).
3. Capture: Your website needs to capture this GCLID when the user submits a lead form (or initiates another action you track).
4. Store: You store this GCLID along with the lead's information (name, email, etc.) in your database, CRM, or even a spreadsheet.
5. Convert: The lead progresses through your offline sales process and eventually converts into a sale, qualified lead, or another valuable action.
6. Prepare: You create a file (like a spreadsheet) containing the GCLID of the converted lead, the name of the conversion action, the time it happened, and optionally its value.
7. Upload: You upload this file directly into Google Ads.
8. Match: Google Ads matches the GCLID in your file to the original ad click and attributes the offline conversion to the correct campaign, ad group, and keyword.

Prerequisites - What You Need Before You Start

• Google Ads Account: Access to your Google Ads account.
• Website Tracking: Basic website tracking installed (like the Google Tag via GTM or directly on site).
• Ability to Capture & Store GCLID: You need a system (CRM, database, or spreadsheet) where you store lead information, and the ability to add a field to store the GCLID associated with each lead.
• Auto-Tagging Enabled: This is essential for GCLIDs to be generated.

Step-by-Step Instructions for Importing Offline Conversions

Let's walk through the process. While some steps involve code snippets, they are designed to be as straightforward as possible.

Step 1: Enable Auto-Tagging in Google Ads

This ensures Google adds the GCLID to your URLs.

1. Log in to your Google Ads account.
2. Click on Admin in the left-hand navigation menu.
3. Go to Account settings.
4. Look for the Auto-tagging section.
5. Ensure the box next to "Tag the URL that people click through from my ad" is checked.
6. If it's not checked, check it and click Save.

Step 2: Set Up Your Website to Capture the GCLID

When a user clicks an ad and lands on your site with a GCLID in the URL, you need to grab that GCLID when they submit a form. The easiest way is often using a hidden field in your lead form.

1. Add a Hidden Field to Your Form:
   • You (or your web developer) need to modify your website's lead capture form(s).
   • Add a hidden input field to the form. Give it a unique name or ID, for example, gclid_field.

   • The HTML might look something like this:

     📋

     <input type="hidden" id="gclid_field" name="gclid_field" value="">

   • (Make sure the name attribute is something descriptive your backend/CRM can recognize.)
2. Add JavaScript to Populate the Hidden Field:
   • You need to add a small JavaScript snippet to the page(s) containing your form. This script looks for the GCLID in the page URL and puts it into the hidden field you just created.
   • Where to add the script: Ideally, add this via Google Tag Manager (GTM) using a Custom HTML tag that fires on the relevant page view(s). If not using GTM, place it within <script> tags just before the closing </body> tag of your page.

   • The Script:

     📋

     <script>
       function getParam(p) {
         var match = RegExp('[?&]' + p + '=([^&]*)').exec(window.location.search);
         return match && decodeURIComponent(match[1].replace(/\+/g, ' '));
       }
     
       var gclid = getParam('gclid');
       if (gclid) {
         var gclidField = document.getElementById('gclid_field'); // Use the ID you gave your hidden field
         if (gclidField) {
           gclidField.value = gclid;
         }
       }
     </script>

   • Important: Replace 'gclid_field' in the script with the actual id you gave your hidden input field in step 2.1.
   • Non-Technical User Note: If you're uncomfortable editing website code or using GTM, ask your web developer for help with this step. Show them these instructions.

Step 3: Store the GCLID with Your Lead Data

This is crucial. When the form is submitted:

1. Ensure your backend system (CRM, database, spreadsheet software) is configured to receive and store the value submitted in the hidden gclid_field.
2. You should now have a new piece of data associated with each lead originating from a Google Ad click: their unique GCLID. Keep this GCLID connected to the lead record as it moves through your sales process.

Step 4: Create an Offline Conversion Action in Google Ads

You need to tell Google Ads about the type of offline conversion you want to track.

1. In Google Ads, click Goals in the left navigation.
2. Under the "Conversions" sub-menu, click Summary.
3. Click the + New conversion action button.
4. Select Import.
5. Choose Other data sources or CRMs.
6. Select Track conversions from clicks. Click Continue.
7. Configure the Conversion Action:
   • Goal and action optimization: Choose the category that best fits (e.g., "Qualified Lead", "Purchase").
   • Conversion name: Give it a specific, meaningful name that you will use consistently (e.g., "Offline Sale - Product X", "CRM Qualified Lead"). Crucially, this name must exactly match the name you'll use in your upload file.
   • Value: Decide how to track value.
     • Use the same value for each conversion: If each offline conversion has the same fixed value.
     • Use different values for each conversion: If the value varies (e.g., different sale amounts). You'll provide the value in the upload file.
     • Don't use a value: If assigning a monetary value isn't applicable.
     • Enter a default currency if using values.
   • Count: How to count conversions per click interaction.
     • Every: Counts every conversion after an interaction (good for purchases).
     • One: Counts only one conversion per click interaction (best for leads, to avoid counting multiple "qualified" stages for the same initial click as separate conversions). Choose One for most lead-based offline conversions.
   • Click-through conversion window: How long after a click can a conversion be recorded? (Default is often 30 or 90 days, adjust based on your sales cycle length).
   • Attribution model: How credit is assigned (Data-driven is recommended if available, otherwise Linear, Position-based, etc.). Google is moving towards Data-driven as the default.
8. Click Create and continue.
9. You'll see a confirmation screen. Click Done.
    

Step 5: Prepare Your Conversion Data for Upload

When an offline conversion happens (e.g., a sale closes, a lead is marked as qualified in your CRM), you need to compile the data for upload. You can use a spreadsheet program (like Google Sheets, Excel) and save it as a CSV or use Google Sheets directly.

• Required Columns: Your file MUST include these columns with these exact header names (case-sensitive):
  • Google Click ID (The GCLID you captured and stored)
  • Conversion Name (The exact name you gave the conversion action in Step 4)
  • Conversion Time (The date and time the conversion actually happened, not when you upload it. This is important for correct reporting.)
• Optional Columns:
  • Conversion Value (If you chose "Use different values" in Step 4)
  • Conversion Currency (Required if you provide a Conversion Value and have multiple currencies in your account. Use standard ISO 4217 codes, e.g., USD, EUR, CAD).
• Formatting Conversion Time: This is critical. Use one of the formats Google Ads accepts. A common and safe format is: MM/dd/yyyy HH:mm:ss (e.g., 03/29/2025 15:30:00).
  • Timezone: You can either:
    • Use the timezone set in your Google Ads account.
    • Include a timezone offset in the format, like MM/dd/yyyy HH:mm:ss+|-HHmm (e.g., 03/29/2025 15:30:00-0500 for US Eastern Time during Standard Time). Using your account's timezone is usually simpler.
  • For detailed formatting options, search Google Ads Help for "Format your offline conversion data".

• Example CSV Structure (for reference, don't paste this part as HTML):

  📋

  Google Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency
  ExampleGclidValue123abc,CRM Qualified Lead,03/28/2025 10:15:00,,
  AnotherGclidValue456def,Offline Sale - Product X,03/29/2025 14:35:22,1500.50,USD
  ThirdGclidValue789xyz,CRM Qualified Lead,03/29/2025 16:05:10,,

• Save your spreadsheet as a .csv file, or prepare it in Google Sheets.

Step 6: Upload the Conversion File to Google Ads

1. In Google Ads, go back to Goals > Conversions > Summary.
2. In the left menu under "Conversions", click Uploads.
3. Click the blue + (plus) button to start a new upload.
4. Source: Choose your file source ("Upload a file", "Google Sheets", HTTPS, SFTP). "Upload a file" or "Google Sheets" are most common for manual uploads.
5. Select your file or link your Google Sheet.
6. Mapping: Google Ads will try to automatically match your column headers to the required fields. Verify this mapping is correct. If you used the exact headers from Step 5, it should match perfectly.
7. Click Apply.
8. Preview: Google Ads will show a preview of the upload, checking for errors in the first few rows (formatting, headers). If errors are reported, you need to fix your file and re-upload. Common errors include incorrect date/time format or mismatched Conversion Name.
9. If the preview looks good, click Apply (or Apply file).

• Scheduling: For convenience, you can also set up scheduled uploads from Google Sheets, HTTPS, or SFTP if you regularly update your data file. Find this option under the Schedules tab on the Uploads page.

Step 7: Review Imported Conversions

• It can take a few hours for uploaded conversions to be processed and appear in your reports.
• After processing, you can see your imported offline conversions in your standard Google Ads campaign reports by adding the relevant conversion columns (e.g., "Conversions", "Conv. value", and segmenting by "Conversion action").
• Check the Uploads page again later to see the status (Success, Partial Success, Failed) and any specific row errors if they occurred.

Automation Options (Beyond Manual Uploads)

While this guide focuses on manual uploads accessible to non-technical users, be aware that automation is possible:

• Direct CRM Integrations: Some CRMs (like Salesforce, HubSpot) have built-in integrations with Google Ads for automatic offline conversion uploads.
• Zapier: Platforms like Zapier can connect many CRMs/systems to Google Ads to automate uploads without extensive coding.
• Google Ads API: For developers, the API offers the most flexible way to upload conversions programmatically.

Best Practices and Tips

• Upload Frequently: Upload your conversions regularly (ideally daily or weekly) so your automated bidding strategies have fresh data.
• Consistency is Key: Always use the exact same Conversion Name in your file as you defined in Google Ads.
• Accurate Timestamps: Ensure the Conversion Time reflects when the conversion happened, not when you uploaded it.
• Verify GCLID Capture: Periodically test your forms after clicking an ad to ensure the GCLID is being captured correctly.
• Be Specific: If you have multiple offline conversion points (e.g., qualified lead vs. closed sale), create separate conversion actions for each to get granular insights.

Conclusion

Importing offline conversions transforms Google Ads from just a traffic driver into a tool that optimizes for genuine business results. By connecting the dots between online clicks and offline value using the GCLID, you gain powerful insights, improve campaign performance through smarter bidding, and can finally prove the true ROI of your advertising efforts. While it requires some initial setup, the clarity and optimization benefits are well worth the effort.

Disclaimer: Google Ads interface and specific menu paths may change over time. Always refer to the official Google Ads Help documentation for the most current information.