How to Import Offline Conversions Into Google Ads

Offline conversion import closes the gap between a Google Ads lead and what happened later in the CRM.

The flow:

ad interaction → website lead → stored identifier → CRM outcome → Google Ads import

Google now recommends enhanced conversions for leads as an upgraded approach that can use hashed first-party user-provided data alongside offline outcomes.

Step 1: Choose outcomes

Start with two or three:

Qualified lead

Opportunity or appointment

Customer

Avoid importing every internal status until the core flow is reliable.

Step 2: Write the definitions

For each action define:

Trigger

Owner

Timestamp

Value

Currency

Deduplication key

Reversal rule

Example:

Step 3: Capture matching data

Depending on the supported method, capture:

GCLID

GBRAID or WBRAID

Email or phone collected with consent

Lead creation time

Landing page and campaign parameters

Store the data on the CRM record—not only in analytics.

Step 4: Configure website tagging

For enhanced conversions, configure collection and hashing according to Google’s requirements.

Confirm:

User-provided data is collected only where permitted

Consent settings are respected

Fields map correctly

Data is normalized

Existing tags do not duplicate imports

Step 5: Create conversion actions

In Google Ads, create the relevant data-source conversion actions and configure:

Category

Value

Count

Conversion window

Attribution settings

Primary or secondary role

Use “one” count for many lead-generation actions unless repeated actions from one click genuinely create separate value.

Step 6: Choose an import route

Options may include:

Google Ads Data Manager

CRM integration

Scheduled file

Google Ads API

Supported third-party connector

Choose the simplest route that is reliable, secure, monitored, and maintainable.

Step 7: Prepare each record

A record typically needs:

Conversion action

Conversion timestamp

Matching identifier or normalized user data

Value

Currency

Unique order or transaction identifier where supported

Time zones and timestamp formats must be correct.

Step 8: Upload in observation mode

Before bidding:

Run a small test

Review errors

Compare import counts with CRM counts

Check match rate

Confirm values

Look for duplicates

Step 9: Monitor diagnostics

Common errors:

Identifier missing

Click too old

Timestamp before click

Wrong account

Invalid currency

Unknown conversion action

Duplicate record

Poorly normalized user data

Create an owner for import failures.

Step 10: Move deeper outcomes into bidding

Only after stability:

1. Keep raw lead visible.

2. Add qualified action as primary for selected campaigns.

3. Watch volume and delay.

4. Compare quality and customer cost.

5. Consider value-based bidding when values are reliable.

Reconcile weekly

Differences may result from attribution windows and matching—not every discrepancy is a bug. Investigate material changes.

Launch checklist

[ ] Outcomes defined

[ ] Identifiers stored

[ ] Consent reviewed

[ ] Actions configured

[ ] Values documented

[ ] Deduplication tested

[ ] Time zones verified

[ ] Import errors monitored

[ ] CRM counts reconciled

[ ] Bidding changed only after stability

Google’s current overview is available through its enhanced conversions and bidding guidance.

Related:

How to Track Qualified Leads

Enhanced Conversions Setup

Journey-Aware Bidding