Offline Conversion Import

Concept

An offline conversion import sends outcomes a platform could not observe itself — closed-won deals, delivered-and-paid COD orders, store sales — back into Google or Meta, matched to the original click via click ID or hashed identity.

Layman Explanation & Analogy

The pixel sees the handshake; your CRM sees the wedding. Offline imports mail the wedding photos back to the platform so its bidding learns to find marriages, not handshakes.

Worked real-world example

A B2B team generates 1,000 leads; 60 close worth $96,000. Importing the 60 closed-won events (with gclid + hashed email) as the campaign goal retrains bidding toward buyers — cost per closed deal falls from $950 to $390 even as cost per lead rises.

What people get wrong & common traps

Importing every CRM stage trains bidding on noise, and uploading late (outside the attribution window) trains nothing at all. Bid on the outcome closest to money that still clears ~30 events per month per campaign, upload daily with outcome timestamps, and always retract refunds.

Related terms