How to Import Offline Conversions from CRM into Google Ads

The short answer: why and how

By default, Google Ads only sees what happens on the website: form submissions, calls, messenger clicks. But a lead is not a sale. Some leads are irrelevant, some never pay, and deals vary widely in value.

Offline conversion import closes that gap:

1. When someone clicks an ad, Google adds a click identifier, the GCLID, to the URL.
2. The website stores it and passes it to the CRM with the lead.
3. As the deal progresses, the CRM sends an event to Google Ads: GCLID, conversion name, time and value.
4. Google links the event to the click and teaches the algorithm to find similar buyers.

Step 1. Store the GCLID with the lead

Make sure auto-tagging is enabled in the account. Then save the parameter on the first visit and put it into a hidden form field:

const params = new URLSearchParams(location.search);
const gclid = params.get('gclid');
if (gclid) {
  try { localStorage.setItem('gclid', gclid); } catch {}
}

// on form submit
const field = document.querySelector('input[name="gclid"]');
if (field) field.value = localStorage.getItem('gclid') || '';

Users may arrive from an ad, leave and come back later, so the value is stored rather than read only from the current URL. The Google tag with conversion linking enabled also writes the GCLID to its own first-party cookie.

In the CRM, add a dedicated GCLID field on the lead or deal and make sure it survives when a lead is converted into a deal.

Step 2. Create conversions for deal stages

In Google Ads, create conversions of type Import → from CRMs, files or other data sources → track conversions from clicks. Two or three are usually enough:

The algorithm needs enough conversion volume. If payments are rare, optimise for qualified leads and send deals as an additional signal.

Step 3. Send data from the CRM

Options from simplest to most advanced:

• Manual CSV upload in the conversions section — good for validating the setup.
• Scheduled uploads from Google Sheets, via HTTPS or SFTP.
• Native CRM integrations with Google Ads or connector services.
• Google Ads API — for a custom CRM and full automation.

Minimal file format:

Parameters:TimeZone=Asia/Tashkent
Google Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency
EAIaIQobChMI...,Deal won,2026-10-01 14:30:00,1200,USD

Important:

• the conversion name must exactly match the one created in Google Ads;
• the conversion time must be after the click time, with the correct time zone;
• upload regularly: Google Ads accepts conversions for a click only within a limited window; check the help centre for the current limit.

Enhanced conversions for leads

The GCLID gets lost more often than you might expect: people call instead of filling in a form, switch devices or clear cookies. Enhanced conversions for leads solve this with customer data:

1. On the website, the Google tag sends hashed email or phone when the form is submitted.
2. When the deal closes, you upload the conversion with the same hashed email or phone from the CRM.
3. Google matches them without a GCLID.

You need to enable the feature in conversion settings and accept the customer data terms. Data is normalised (lowercase, no spaces) and hashed with SHA-256 — by the Google tag or your integration. Details are in the Google Ads help centre.

How this improves bidding

Once real deals with values reach Google Ads, you can move to Maximize conversion value or target ROAS. The algorithm starts prioritising queries and audiences that bring revenue, not just leads. It also exposes campaigns that generate many cheap but irrelevant leads.

Common mistakes

• The GCLID is saved on the lead but not carried over to the deal.
• Wrong time zone — the conversion appears to happen "before" the click and is rejected.
• The same event is uploaded twice.
• Switching to value-based bidding with too few deals.