Monitor offline conversions in Google Advertisements

The common buyer communicates with corporations throughout a number of channels as we speak, making the digital advertising and marketing panorama (and the complete buyer journey) extra fragmented than ever. Whereas this creates extra alternatives for lead era, it additionally makes it more durable to trace which interactions truly result in conversions.

With offline conversion monitoring for Google Advertisements, entrepreneurs can shut the information hole by seeing which search adverts lead to offline gross sales or different priceless buyer actions. This knowledge may give you a greater understanding of your adverts’ ROI—and assist you to optimize your campaigns for the outcomes that matter most to your corporation.

How one can monitor offline conversions in Google Advertisements with Zapier

Usually, monitoring offline conversions could be a time-consuming course of. It entails manually exporting conversion info, reformatting it, and importing it to Google Advertisements. However with Zapier, you’ll be able to shave hours from this activity by routinely importing conversion info to Google Advertisements out of your CRM.

You’ll be able to create a Zap from scratch or click on the Zap template beneath to get began even sooner. After all, if you do not have one but, you will must create a Zapier account. Then comply with the instructions beneath to arrange your Zap.

For this tutorial, we’ll stroll by an instance that makes use of HubSpot because the CRM the place the lead was added. For those who use a unique CRM, you’ll be able to nonetheless comply with these identical steps—simply swap in your present CRM platform for the set off app.

Arrange your HubSpot set off step

First, you will must arrange your set off step. That is the occasion that begins your Zap. Select HubSpot because the set off app and New Contact Property Change because the set off occasion. Then join your HubSpot account, if you have not already, and click on Proceed.

Subsequent, you will choose the property in HubSpot that you simply’re utilizing to trace conversions. On this case, we’ll select Contact Data: Lifecycle Stage. You could find this property by clicking the Property Identify dropdown and trying to find “lifecycle.”

Then, within the Further properties to retrieve discipline, there are two extra items of data it’s essential retrieve from HubSpot: the property containing your Google Advertisements Click on ID and the property that signifies when your conversion occasion occurred. You may want these in a while, while you’re organising your Google Advertisements motion step.

The names of those fields will look completely different relying on the way you label them in your CRM. Click on into the sector and choose the proper one out of your record of choices. On this instance, we’ll use Conversion info: Google advert click on id and Contact exercise: first conversion date.

As soon as you’ve got added each properties, click on Proceed.

Subsequent, it’s essential take a look at your set off. Click on Check Set off, and Zapier will discover a lead in HubSpot and use the knowledge from it as you arrange the remainder of your Zap.

Subsequent, it’s essential take a look at your set off. Zapier will discover a lead in HubSpot and use the knowledge from it as you arrange the remainder of your Zap. 

Click on Check Set off. As soon as it is working correctly, click on Proceed with chosen file.

Arrange your Filter by Zapier motion step

Now let’s arrange your first motion. (Actions are occasions your Zap performs as soon as it is triggered.) Click on the + button so as to add a brand new step to your Zap.

Select Filter as your app, and click on Proceed.

Subsequent, specify which leads you wish to proceed by the remainder of the Zap. On this instance, a lead changing into a “Advertising and marketing Certified Lead” is our conversion occasion. So we’ll filter particularly for leads whose lifecycle stage has been modified to “Advertising and marketing Certified Lead.”

Word: When organising the filter, you will wish to just remember to enter the textual content precisely the way it seems in your CRM.

Subsequent, click on + And, and add a filter to verify that the lead’s Google Click on ID exists. This tells you that the lead did, certainly, work together with a Google advert.

You may have an opportunity to check your filter guidelines to ensure they’re working as meant. When you’re accomplished and in case your take a look at is profitable, click on Proceed.

Arrange your Delay by Zapier motion step

If the conversion occasion you are monitoring can happen inside 24 hours of somebody clicking on an advert, we suggest including a delay step to the method.

Similar to you probably did with the filter step, click on the + button so as to add a brand new step to your Zap. Choose Delay by Zapier as your app and Delay For as your occasion. Click on Proceed.

Subsequent, specify how lengthy you need your delay to be. Sort in 24 within the Time Delayed For (worth) discipline, and choose hours from the dropdown within the Time Delayed For (unit) discipline. Click on Proceed.

Subsequent, take a look at your delay step by clicking Check step. When your take a look at is full, click on the + button so as to add the ultimate step of your Zap.

Arrange your Google Advertisements motion step

Now, arrange your Google Advertisements motion step to trace your conversion. Select Google Advertisements as your app and Ship Offline Conversion as your occasion. Join your Google Advertisements account, if you have not already, then click on Proceed.

Now, it is time to customise your Google Advertisements conversion step. That is the place you’ll specify what conversion info you ship to Google Advertisements. 

Within the Use Google Advertisements as… discipline, choose your Google Advertisements account info from the dropdown.

Within the Google Person Identifier Supply discipline, choose Google Click on ID (GCLID) from the dropdown. Then, within the Google Click on ID (GCLID) discipline, seek for and choose the HubSpot property containing the ID.

Subsequent, use the Conversion Motion discipline to specify what lead exercise counts as  a conversion. On this case, it is High quality Signup—but it surely would possibly look completely different for you primarily based on the varieties of conversion occasions you’ve got arrange in your Google Advertisements account.

Click on the + icon within the Timestamp discipline. Seek for and choose the HubSpot property that signifies when the conversion came about.

You’ll be able to additional customise your motion step by including knowledge within the Worth and Forex fields. That solely applies in case your conversion is linked to a purchase order or the closing of a deal, although, so we’ll depart it clean on this instance.

When you end customizing your Google Advertisements step, click on Proceed. Zapier will then take a look at your motion step by sending an offline conversion to Google Advertisements. Click on Check step.

As soon as you’ve got run a profitable take a look at, you are prepared to make use of your Zap. Simply click on Publish to show it on.

Spend much less time monitoring

As a enterprise proprietor or marketer, regularly optimizing your processes is essential to driving progress. 

Take this Google Advertisements workflow, for example. As a substitute of spending hours of your busy work week importing your offline conversion knowledge from spreadsheets, you’ll be able to routinely ship your offline conversions to Google Advertisements and optimize your campaigns in actual time. Which means you may get a extra correct image of which adverts are working—and spend much less time manually shifting knowledge round.

This text was initially printed in January 2021, with subsequent contributions by Jasmine Williams, Will Harris, and Elena Alston. It was most not too long ago up to date in February 2026 by Hannah Herman.