Clean Digital
    Clean Digital
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    Michelle, 1Rebel UK

    "Really recommend Clean Digital, they've been a fantastic agency to work with and we've always been really impressed with the team and the results they produce."

    Offline conversion tracking

    If the real sale happens after the form fill, Google Ads needs that outcome back. Offline conversion tracking connects click IDs to CRM status, bookings, enrolments and closed revenue, so bidding can learn from the leads the business actually wants.

    CRM integration detailsLead generation PPC

    How the import works

    The technical setup is only useful when the sales stages are agreed. Import the outcome that would change a budget decision.

    1. 01

      Capture the click ID and consent state when the enquiry is submitted.

    2. 02

      Store the ID against the lead or opportunity in the CRM.

    3. 03

      Map the sales stages that should count as qualified, booked or closed.

    4. 04

      Import the offline conversion back to Google Ads or Microsoft Ads.

    5. 05

      Use the imported outcome for reporting, value rules and bidding decisions.

    Where offline imports matter most

    Lead generation

    Import qualified leads, sales-accepted leads or closed deals so bidding stops favouring cheap form fills.

    Higher education

    Feed enrolments or qualified applicants back into the account instead of judging campaigns by enquiries alone.

    Phone-led sales

    Connect call tracking and CRM outcomes so valuable calls are visible at keyword and campaign level.

    B2B pipeline

    Pass opportunity stage and value back into the account so reports show pipeline quality instead of raw lead volume.

    The controls behind a reliable import

    A conversion upload can be accepted by an ad platform and still produce poor decisions. The implementation needs stable identifiers, agreed sales stages and an audit trail from the CRM record to the conversion action.

    For a wider review of tags, consent and conversion actions, see our PPC conversion tracking service.

    Click identifiers
    Capture GCLID, GBRAID and WBRAID for Google Ads, and MSCLKID for Microsoft Ads, when the landing-page visit and consent state allow it.
    CRM field mapping
    Keep the advertising identifier on the contact, lead or opportunity record so it remains available when sales updates the outcome.
    Conversion actions
    Create separate actions for the stages that affect a commercial decision, with clear names, counting rules, values and attribution settings.
    Import reliability
    Control time zones, currency, order IDs, duplicate uploads and conversion adjustments so the platform receives a consistent record.
    Consent and data handling
    Respect the consent state collected on the site and document which identifiers and CRM fields are used for each import route.
    Bidding eligibility
    Validate volume, delay and data quality before a qualified-lead or revenue action becomes a primary Smart Bidding signal.

    Measurement that survives a sales cycle

    Platform totals, CRM totals and finance outcomes will rarely update at the same time. The reporting model needs shared definitions and a stated data delay so each team reads the same result.

    Review PPC data and analytics

    Identifier coverage

    Shows how many eligible enquiries retain an advertising click identifier in the CRM.

    Upload acceptance

    Finds formatting, timing, action-name and duplicate-record errors before reports are trusted.

    Stage conversion rate

    Compares campaigns and search terms using qualified, accepted or opportunity-stage outcomes.

    Pipeline and revenue

    Connects media cost to opportunity value and closed revenue where the CRM data supports it.

    Conversion delay

    Sets realistic reporting windows and prevents recent campaigns from being judged before sales outcomes arrive.

    When offline conversion tracking is ready to build

    The strongest starting point is a live CRM with consistent stage updates, a known form or call path, and enough qualified outcomes to compare against ad traffic. If sales stages are inconsistent, we define a smaller first import that the team can maintain.

    Useful inputs

    • CRM stages with clear owners and update rules
    • Access to website tagging, forms and advertising accounts
    • A sample of leads that can be traced from click to outcome
    • Agreement on the stage and value that should affect optimisation

    Questions we resolve first

    • Which identifier is available on each form, call or booking route?
    • How long does it take for an enquiry to reach the selected CRM stage?
    • Can imported values be reconciled against pipeline or closed revenue?
    • Is the signal frequent and stable enough to guide automated bidding?

    Delivery from first click to usable signal

    1. 01

      Trace the current journey

      We test the route from ad click to form, CRM record, sales-stage update and platform report. This exposes lost identifiers and unclear ownership.

    2. 02

      Agree the commercial signal

      Marketing and sales define the first reliable stage to import, the value attached to it and the volume available for reporting and bidding.

    3. 03

      Build and validate

      We configure capture, field mapping, conversion actions and the import method, then test accepted, rejected and duplicate records.

    4. 04

      Reconcile and use the data

      Imported totals are checked against the CRM. Once the signal is stable, it can inform budget allocation, reporting and bidding.

    Find the missing link between ad spend and sales outcomes

    We can review one live lead journey, identify where identifiers or stage data are lost, and define the first offline conversion action worth implementing. Our PPC case studies show how measurement and account decisions connect in active campaigns.

    Discuss your tracking setup