What is offline conversion import?
Offline conversion import is a way to send conversions that happen away from your website, such as a closed deal or phone sale, back to an ad platform. The platform links each result to the original ad click and learns from it.
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How it works
You capture a click ID or customer detail when a lead comes in and store it in your CRM. When the lead later becomes a customer, you upload that outcome with the stored ID or details.
The platform matches it to the earlier ad interaction and counts the conversion.
Why it matters
Form fills don't tell you which leads were any good. Importing real outcomes lets reports show which campaigns drive qualified leads and revenue.
Automated bidding can then optimize toward the leads that become customers instead of all form fills.
What to get right
Store the click ID reliably, upload on a regular schedule, and stay within the platform's time window for imports. Make sure you have the right to use customer data for this purpose.
Platforms change their upload methods over time. Google, for example, now recommends matching on hashed customer details as well as the click ID, and it has moved API uploads to its Data Manager API. Check the current method before you build an integration.
Common questions
What kinds of conversions can be imported?
Common examples include qualified leads, booked appointments, closed sales, and renewals, anything that happens after the first online action.
Do I need a click ID for offline conversion import?
Many setups use one, such as the gclid for Google Ads. Some platforms also accept hashed customer details like email for matching.
How often should I upload offline conversions?
As often as your process allows. Regular or automated uploads give bidding systems fresher data, and platforms limit how late an upload can be.
Is this the same as the Conversions API?
They overlap. Meta now takes offline events through its Conversions API, after retiring its separate Offline Conversions API. Offline conversion import is the general idea and the name Google uses.
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