By Afef Ayed
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The short answer
An offline conversion import sends sales that happen after a lead, in a CRM or on the phone, back to Google Ads. Match them by the click ID stored with the lead, or by hashed email or phone with enhanced conversions for leads. Upload within 90 days of the click, or 63 days for a sale matched by email or phone, ideally daily, and only with the people's consent.
Why it matters
A lead form counts the same whether it comes from a buyer or a student. When bidding learns only from forms, it finds more people who fill in forms, not more people who buy.
Sending back the sales, and their value, teaches the bidding which searches bring customers. On accounts where lead quality varies a lot, that is the biggest change you can make.
Two ways to match a sale to a click
Click ID (GCLID)
- What you store
- The gclid from the landing page URL, or the gbraid or wbraid of some iPhone clicks, saved with the lead
- Notes
- Needs a hidden form field or your CRM to keep it
Enhanced conversions for leads
- What you store
- The email or phone number the lead gave
- Notes
- Sent hashed. Works without storing a click ID
How sales reach Google in 2026
Since 15 June 2026, Google takes new offline imports, enhanced conversions for leads included, through Data Manager: in Google Ads, or with the Data Manager API. The Google Ads API no longer accepts new integrations for them. Optizads sends your sales through the Data Manager API, after checking the file.
The rules to respect
- Timing. Upload within the conversion window of the action: no later than 90 days after the click for a click ID, and 63 days for a sale matched by email or phone.
- Consent. Only send data about people who agreed to it, as Google's policies and the GDPR require.
- Value. Send the sale's real value when you can. A count teaches the bidding less than a value.
- Frequency. Daily uploads let the bidding learn while the click is still recent.
How Optizads helps
The audit flags a sales import that exists and receives nothing, and lead actions that count every conversion. Upload a sales file to the Library or connect the sales import: Oppy checks the file and sends the sales to Google Ads once you approve, with the people's consent.
