What Offline Conversion Tracking Covers
Offline conversion tracking connects sales that close away from your website back to the ads that started them. Think phone sales, booked calls that become clients, in-person deals, or a sale your team closes in a CRM weeks after a form fill.
If your ads only report form fills, they can't tell a tyre-kicker from a $5,000 client. Offline tracking fixes that.
Why It's Worth Setting Up
- You see real revenue per campaign, not just lead counts.
- Ad algorithms learn from buyers. When Google or Meta receive closed deals, they can find more people like your customers rather than more people who fill forms.
- You cut campaigns that produce junk leads even if their cost per lead looks great.
How It Works: Three Stages
- Capture the identifierWhen the lead arrives, save the ad click ID from the URL and, with consent, their email and phone.
- Store it through the saleKeep the identifier on the lead record in your CRM or spreadsheet until the deal closes.
- Send the conversion backUpload the closed sale, with value and time, to the ad platform, which matches it to the original click.
Click IDs by Platform
| Platform | Click identifier | Customer-data matching |
|---|---|---|
| Google Ads | GCLID (plus GBRAID / WBRAID on iOS) | Enhanced conversions for leads (hashed email/phone) |
| Meta | fbc / fbp values | Hashed email and phone via the Conversions API |
| Microsoft Ads | MSCLKID | Enhanced conversions |
Timing matters. Google's import window is generally 90 days from the click, and shorter for enhanced conversions for leads, so don't let uploads pile up.
Ways to Send Offline Conversions
CSV Upload
In Google Ads, under Goals, Conversions, Uploads. Fine for testing and low volume.
Data Manager, API or Zapier
Pushes closed deals automatically from your CRM. Best once you're doing this weekly. Google moved API uploads to its Data Manager API from June 15, 2026.
Conversions API
Meta's server route for offline events, matched mainly on hashed customer data.
Call Tracking
Google forwarding numbers or a call-tracking tool record calls from ads as conversions.
Common Mistakes
- Not capturing the click ID at all because the form doesn't have a hidden field for it.
- Losing it in the CRM when leads are copied or merged.
- Uploading too late, after the import window has passed.
- Counting the same sale twice, online and offline. Pick one conversion to optimise on.
- Sending unhashed personal data. Hash email and phone, and follow consent rules.
Offline Sales in ClickMagick
ClickMagick lists phone and offline sales tracking from the Standard plan. Because it already knows which ad click each visitor came from, you can record an offline sale against that visitor through a form, and use its Zapier integration to pass offline conversions to Google Ads. See ClickMagick pricing for plan details.
Give your ads credit for the deals your team closes.
Try ClickMagick FreeFrequently Asked Questions
What is offline conversion tracking?
It connects sales and leads that happen away from your website, such as phone sales, booked appointments or signed contracts, back to the ad clicks that started them.
How does offline conversion tracking work?
You capture the ad's click ID or the customer's email and phone when they first become a lead, store it with the lead, then send the conversion back to the ad platform when the deal closes.
How do I upload offline conversions to Google Ads?
Create an import conversion action, then upload rows with the click ID, conversion name, time and value, by CSV under Goals then Conversions then Uploads, or automatically through Google's Data Manager, its API or a tool like Zapier. Google moved API uploads of offline conversions to its Data Manager API in June 2026.
Can Meta use offline conversions?
Yes. Meta accepts offline events through the Conversions API, matched mainly with hashed email and phone. Results tend to be noisier than click-ID matching, so check them against your own records.
Does ClickMagick track offline sales?
ClickMagick lists phone and offline sales tracking from the Standard plan. Sales can be entered through a form, and Zapier can pass offline conversions to Google Ads.