About Zapier offline conversion import for Google Ads

Zapier offline conversion import for Google Ads lets you automate your offline conversion tracking information from your customer relationship management (CRM) system to Google Ads. Zapier offline conversion import measures which ad clicks result in offline sales or other valuable customer actions by automatically importing your offline conversion data into Google Ads. This integration between Zapier and Google Ads helps you better understand the return on investment (ROI) of your Google Ads and optimise for the outcomes that matter most to your business.

In this article, we’ll go over the benefits of this feature and the basics of how the process works. When you’re ready, you can read how to set up and import conversions from Zapier.


  • A simplified process to connect your CRM to Google Ads. 
  • Conversion actions and values are sent in real-time, which means that you can quickly measure the outcomes and optimise your marketing campaigns.
  • Removes the overhead cost of manually formatting and importing conversions in a format readable by Google Ads.

How it works

Offline conversion tracking lets you feed offline customer conversion data to Google Ads and match it to Google Ads clicks. That means that you can make better informed decisions and optimise for actions that lead to actual sales.

Doing this requires the advertiser to store Google Click IDs (GCLIDs) with their leads in their CRM databases. With Zapier, you can automatically upload your GCLIDs into Google Ads along with the lead information whenever the lead converts (e.g. becomes qualified or a customer). This is important in helping you understand the business impact of your marketing investments and allows you to use Smart Bidding to optimise to conversions.

Before you begin

Before you can set up Zapier offline conversion imports, you need to make sure that you use one of the many CRMs that Zapier supports. There are eight CRMs that already have Google Ads integration templates built, simplifying the integration process with some pre-populated information: 

  • Pipedrive
  • HubSpot CRM
  • Salesforce Sales Cloud
  • Agile CRM
  • Streak
  • Copper
  • Close
  • amoCRM

If you use a different CRM,  you can search the full list of CRMs Zapier supports

What you’ll need to do

To set up Zapier offline conversion imports, see Import conversion from Zapier.

What counts as a conversion?

A conversion is an action taken by a customer or potential customer that you want to track. These actions can be set up in Google Ads conversion tracking and you can tell us when these actions occur so that you can measure and optimise your ad campaigns.

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