Offline Conversion Import
Offline conversion import sends sales and qualified leads from your CRM back to Google Ads or Microsoft Advertising, so bidding can optimize for real business results.
What is offline conversion import?
Offline conversion import means uploading conversions that happen outside your website – a qualified lead, a signed contract, a phone sale – back into Google Ads or Microsoft Advertising. The ad platform then knows which clicks led to real business, not just to form submissions.
It is especially important in B2B, where the website conversion is only the start. Many leads never become customers, so optimizing for form submissions alone often buys more low-quality leads.
How it works:
- When someone clicks an ad, the platform adds a click ID to the URL (GCLID in Google Ads, MSCLKID in Microsoft Advertising).
- Your form stores this ID with the lead in the CRM.
- When the lead reaches a stage such as “qualified” or “won”, the conversion is uploaded with its click ID and, ideally, a value.
Alternatively, enhanced conversions for leads match leads by hashed email addresses instead of click IDs. Uploads can be manual, scheduled or automated through CRM integrations such as HubSpot or Salesforce, and must happen within the conversion window after the click.
The payoff: Smart Bidding can optimize for qualified leads or revenue instead of raw leads, and reports show the real cost per acquisition and ROAS per campaign and market. Because it uses personal data, keep it in line with your consent setup and privacy policy.