Offline conversion import
Also called OCI.
Sending a platform a conversion that happened outside the website, keyed on a click identifier or hashed first-party data, so it can be credited back to the original ad click.
Why it matters
The mechanism the whole category runs on. Lead-gen outcomes happen in a CRM weeks after the click, and this is the only route back.
What goes wrong
The upload completing is not the same as the conversion being attributed, and conflating the two is the commonest false sense of security in the category. A job that reports success every night can be matching almost nothing.
How to check it on your own account
Read the per-row results rather than the job status, and compare the count Google accepted against the count you sent.
Next to this
- Google Ads Data ManagerGoogle AdsNewGoogle's newer service for bringing first-party data and offline conversions into Ads, and now the route by which a conversion value reaches Google over an API.
- Match rateGoogle AdsThe share of your leads carrying something Google can join back to an ad click: a click identifier, or a usable email where enhanced conversions for leads is switched on.
- Conversion windowHow long after a click a platform will still credit a conversion to it.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.