Google Ads offline conversions: getting started with sales measurement
Google Ads offline conversion imports bring later outcomes, such as qualified opportunities or contracts, back into measurement after an ad click or call. They connect progress beyond a form submission to advertising evaluation. Official overview
Start with outcome definitions, customer records, a data connection, and diagnostics. This guide explains what to prepare and verify.
Why inquiry counts are insufficient
More inquiries can include unsuitable locations or requests unlikely to become purchases. Separate inquiries, qualified opportunities, and closed sales using definitions your team can consistently apply.
| Stage | Illustrative definition | Evidence source |
|---|---|---|
| Inquiry | A form submission was received | Website or inquiry system |
| Qualified opportunity | The prospect fits the offer and proceeds to substantive consideration | CRM or sales records |
| Closed sale | A contract or purchase is completed | Contract or sales management |
These are examples. Agree on your own definitions before connecting tools.
How enhanced conversions for leads fit
Enhanced conversions for leads use user-provided data, such as email addresses, to supplement matching between imported outcomes and advertising interactions. Google recommends considering this approach when starting offline measurement. Official explanation
Providing an email does not guarantee every outcome will match. Check the required tags, matching fields, data-use disclosures, and consent conditions for your method. When consulting AI, use field names and aggregates instead of actual customer contact details.
On September 10, 2026, Google announced first-party measurement updates including Data Manager integrations and diagnostics. Measurement announcement
The operational priority is consistent meaning. More connected fields cannot compensate for inconsistent sales definitions.
Prepare your customer records
This is a planning checklist, not a fixed upload schema. Follow the requirements of your chosen source and matching method.
| Field | Decision to make |
|---|---|
| Inquiry or opportunity ID | Can you follow the same case and investigate duplicates? |
| Outcome type | What defines each stage, and who decides it? |
| Outcome timestamp | Distinguish the event from a record update and specify the time zone |
| Value and currency | Does the value represent actual revenue or another valuation? |
| Matching fields | Can your method collect, store, and use them? |
| Data-use conditions | Have you checked disclosures and required consent? |
| Submission and update history | Can you distinguish imports, errors, and corrections? |
Decide how to handle duplicates and cancellations. Editing an opportunity must not create another copy of the same sale.
Configure Google Ads and connect the source
The official workflow starts in Goals, Summary, creating a conversion action and choosing Offline conversions. Add the source, map categories and fields, and complete the connection. Creating the action alone does not import data. Official setup
Where your method needs both a website tag and CRM data, complete both sides. API integrations should check the official help containing Data Manager API migration guidance, rather than following an old implementation article unchanged.
Separate measurement from bidding
Decide what optimization should achieve before adding imported actions to bidding goals. Review primary and secondary actions and the goals used by each campaign. Custom goals can behave differently. See the official primary and secondary action explanation.
Adding inquiries and closed sales into one undifferentiated count obscures the goal. Write down which stages you measure and which stage you want bidding to optimize.
After importing, check:
- Connection and import diagnostic errors.
- Timestamps, values, and stages against source records.
- Duplicate submissions of the same case.
- Reporting periods that account for conversion and upload delays.
- Your own record of all outcomes, including those not attributed in Google Ads.
Uploaded records and attributed conversion counts may differ. Improved measurement can also increase reported conversions without increasing actual sales.
An AI review template
Review a plan to import opportunities and sales into Google Ads.
Definitions of inquiry, qualified opportunity, and closed sale:
CRM field names:
How timestamps and values are recorded:
Advertising interaction matching method:
Tag and data source setup status:
Status of data-use disclosures and consent checks:
Import frequency, duplicate handling, and corrections:
Outcomes currently used in bidding:
Return:
- Definitions to standardize
- Missing fields before setup
- Records to reconcile after importing
- Checks before changing bidding goals
Do not request personal information; identify required field names only.
Do not recommend a bidding goal merely because data can be connected.
Start by checking your sales definitions, timestamps, and CRM fields. Shoryaku AI chat can help discuss evaluation criteria using connected Google Ads and GA4 metrics. It does not automatically upload opportunity data to Google Ads or implement the necessary tags.