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Offline conversion import

Offline conversion import is the upload to Google Ads of orders completed off the website, such as by phone or in a shop, matched to the ad clicks behind them.

How it works

The site saves the ad click’s GCLID with the customer’s request. Once the order is confirmed by phone, in the shop or in the CRM, the store uploads that GCLID to an import conversion action. The upload adds the order time with time zone, value, currency and ideally order ID. Google Ads reports the order on the original click’s date, not the upload’s.

Google rejects a conversion whose click is under 6 hours old, older than the action’s click-through window, or later than the conversion. It also rejects a repeated order ID within one action. Accepted orders steer bidding only if their action is primary in a goal the campaign uses.

Google now calls GCLID-only import legacy and recommends enhanced conversions for leads. Since 15 June 2026, new API integrations upload through the Data Manager API. Importing phone and offline orders compares these routes.

Where you see it

In the Google Ads API, as a conversion action of type UPLOAD_CLICKS; upload health shows in offline data diagnostics.

Example

Example store, not client data.

The tableware shop takes 20 phone orders a month worth 12,000 from ad clicks; the site tag never sees them. Uploaded to a primary action its campaigns bid on, they lift Conversions from 300 to 320, Conv. value from 180,000 to 192,000 and ROAS on 40,000 of spend from 4.5 to 4.8. If the CRM uploads all 320 orders, including the 300 the tag counted, Conversions shows 620: an order ID blocks repeats only within one action.

Not to be confused with

  • Enhanced conversions — hashed customer data added to conversions; the version for leads is the upgraded import, matching by email or phone too.
  • Conversion adjustment — corrects a recorded conversion, for example after a return; an import adds new ones.

Right and wrong readings

  • Wrong: “Last week’s figures are final.” Right: an uploaded order lands on its click’s date, so past days grow with each upload.

Sources