Set Up Google Ads Offline Conversion Tracking

Feed later, real-world outcomes (a sale days after a call) back into Google Ads so it optimizes toward closed deals, not just clicks.

Why this matters

Google's bidding gets smarter with accurate signal. Offline conversions tell Google which clicks turned into real business outcomes.

Setting it up in Google Ads

1. Go to Conversion Actions.
2. Choose Offline conversions as the data source.
3. Pick a conversion category (Lead or Purchase).
4. Name it clearly.
5. Configure: primary action for bidding, value settings, count as "Every" or "One," a 90-day click conversion window, attribution model (Last Click or Data-Driven).
6. Save.

What happens next

CRM data (matched via GCLID) can be uploaded to report which ad clicks led to real outcomes.

A practical note

This is step one; matching and uploading CRM data is a separate ongoing process.