Offline conversions
Offline conversions complete away from your website and are imported back into the ad platform afterward, joined to the original ad click by click ID or hashed email.
A deal marked won in the CRM, a contract signed, a subscription upgraded: all imported into Google Ads or Meta after the fact, so lead-gen accounts can bid toward revenue instead of form fills. The join needs three things: a click ID captured at the first form fill and stored verbatim in the CRM, a conversion value from the closed deal, and a regular upload cadence.
#"Offline" means later in the funnel, not in a store
In B2B vocabulary, offline conversions are CRM outcomes matched back to clicks; nothing happened in a physical location. (Retail's in-store transactions matched through POS and loyalty data are a different mechanism with different plumbing.) Cadence matters because platforms book imported conversions against the click date: a slow upload keeps rewriting recent reports, and a missed click-ID capture is a conversion that bidding never sees.
In practice: Buron's attribution coverage measures click-ID capture (the share of leads arriving with one stored), the first point where this quietly fails.
The end-to-end setup, including the 2026 Data Manager migration: Offline conversion tracking: send CRM deals back to Google Ads. The Meta path: Meta offline conversions: the CRM upload path.
Related terms
Click ID (gclid / fbclid / wbraid)
A click ID is a unique URL parameter an ad platform adds at click time (gclid, fbclid, msclkid, ttclid) so a conversion can be matched back to the exact ad click.
Enhanced conversions
Enhanced conversions sends hashed first-party data (email, phone, or name plus home address) with your Google Ads conversion tags, recovering matches cookies lose.
Value-based bidding
Value-based bidding is automated bidding that optimizes toward conversion value instead of conversion count: tROAS and Maximize conversion value on Google Ads.