Create and Manage Google Offline Conversion Actions

Offline conversions are valuable outcomes that happen away from your website, such as a qualified lead, a booked consultation or a closed sale. Defining them in Ad Manager lets Google know which clicks led to real business, so reporting and bidding improve.

Before you start

Connect your Google Ads account to Ad Manager first. Conversions you create here sync to Google Ads automatically, and any that already exist in your Google account are imported into the list.

Create a conversion action

1. Go to Marketing > Ad Manager and click the gear icon beside Create Campaign.
2. Under Platform Settings, choose Google Ads, then open the Conversions tab.
3. Click + Create a new conversion.
4. Enter a descriptive name, for example "Qualified lead - consultation booked".
5. Pick a Conversion Source such as Converted lead, Qualified lead, Purchase or Signup.
6. Set the Conversion Count. Choose One per click for leads and form submissions, or Many per click for repeatable actions like purchases.
7. Set the Conversion Value:
   • Same value for every conversion, entering an amount and currency.
   • Different value for each one, with a default used when none is supplied. Custom values must be sent by a workflow or other integration.
   • No value, to track counts only.
8. Choose the Conversion Window, such as 30, 60 or 90 days, or a custom period.
9. Click Create.

Edit or delete

Click the three dots beside a conversion and choose Edit or Delete. This applies to both new and imported actions. Offline conversions use Google's data-driven attribution model, which cannot be changed.

Limits

This tool handles offline actions only, not website conversion tags. Phone calls and CRM status updates count as offline events.

Good to know: Pair a conversion action with a workflow that fires when an opportunity reaches your qualified stage, so Google learns from real leads, not just form fills.