offline conversion import · sales upload
Offline conversions are the sales that close outside the website: a quote signed two weeks after the form, a phone sale, a contract signed in a meeting. Importing them into Google Ads or Meta finally connects ad spend to real customers, and teaches the algorithms to aim for signatures rather than forms.
A concrete example
Out of 60 leads this month, 15 signed for $27,000. By importing those 15 conversions with their values, your campaigns now know which clicks produced customers, and Smart Bidding looks for similar profiles.
Why it matters
It is the missing link of most B2B and services accounts: without it, you optimize toward leads (many of which never sign); with it, toward revenue. It is regularly the single most profitable improvement of a mature ad account.
Frequently asked questions
- What does it take technically?
- Store the click identifier (GCLID for Google) with each lead in the CRM, then send back the signed sales with that identifier, manually (file import) or automatically via an integration. A few days of setup, a lasting effect.
- What if my sales cycle is long?
- That is exactly where the import shines: platforms accept conversions dated several weeks after the click. A 30- or 60-day cycle uploads just fine; you simply need to import regularly.