You can use Zapier, a third-party integration partner, to automatically import offline conversions from your customer relationship management (CRM) system to Google Ads. This will help you measure which ad clicks result in offline sales and other valuable customer actions.
In this article, we'll explain how to set up your accounts to import offline conversions from Zapier. To verify that you can set up offline conversion imports using your CRM, refer to the full list of CRMs that Zapier supports.
Before you set up your offline conversion imports, visit About Zapier offline imports for Google Ads.
Before you begin
To import offline conversions from Zapier, you’ll need to meet the following requirements:
Google Ads minimum requirements
- Be able to sign in to the Google Ads account you want to send offline conversion data.
- Know the name of your conversion action(s) as defined on the Google Ads "Conversions" page.
Zapier account minimum requirements
- Be able to sign in to a Zapier account.
- Know the name of the conversion event you want to import (for example, Marketing Qualified, Sales Qualified, or Closed Won).
- The CRM object where this conversion event is tracked
- For example, "Lead", "Contact", or "Opportunity"
- The field in the object that is updated when the conversion happens (for example, when the “Status” field in the “Lead” object is updated to Marketing Qualified)
- The fields in the object that contains the GCLID or hashed lead information
- The CRM field that holds the conversion event timestamp (when a given record reaches the conversion event)
How to set up Zapier conversion import for Google Ads
You can set up and adjust Zapier conversion import using 3 workflows in Google Ads. These workflows allow you to automatically import offline conversions with GCLID-based offline conversion import or enhanced conversions for leads.
You can set up Zapier offline conversion imports in 3 contexts:
- After creating a converted lead or qualified lead
- From the Google Ads “Conversion actions” page
- From a lead form asset
Learn more about setting up offline conversion imports
Set up offline conversion import after creation of converted or qualified lead conversion action
The following steps explain how to import your offline conversions after the creation of a converted or qualified lead conversion action.
- Select one of the 3 options from the “Method for measuring offline conversion” dropdown menu. You can choose from:
- “User data on my website lead form (Google Tag Manager)”
- “Use Google click identifiers”
- “Use lead form user data”
- Agree to the terms of service if necessary.
- Configure your global site tag if necessary.
- Choose Import from CRM from the “Import offline conversions” dropdown menu.
- Choose your preferred CRM or app (for example Salesforce via Zapier) using the Search bar.
- When prompted to import conversions from your CRM through Zapier, click Go to Zapier.
- After completing the steps in Zapier, you’ll return to the “What’s next” page.
Set up offline conversion import from the “Conversion actions” page
You can also set up your offline conversion import from the “Conversion actions” page in Google Ads.
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop down in the section menu.
- Click Summary.
- Navigate to the “Qualified leads” or “Converted leads” section.
- Click Finish Setup.
- On the “Settings” page, click View Terms and agree to the terms of service.
- On the “Summary” page, navigate to the “Qualified leads” or “Converted leads” section.
- Click Set up import.
- Choose Import from CRM from the “Import offline conversions” dropdown menu.
- Choose your preferred CRM or app (for example, “Salesforce via Zapier”) using the Search bar.
- When prompted to import conversions from your CRM through Zapier, click Go to Zapier.
- Click Done.
Set up offline conversion import from a lead form asset
If you haven’t set up your lead form assets, follow the steps in Use lead form assets before exporting leads from Google Ads. After creating or editing a new lead form asset in a new campaign you can export leads from Google Ads by following the steps given below.
- On the “Add lead form asset” page, navigate to the “Export leads from Google Ads” section.
- Under the “Import offline conversions” section, click Set Up to set up your Conversion import.
- Note: You can set up imports for either qualified or converted leads.
- Choose your preferred CRM or app (for example, “Salesforce via Zapier”) using the Search bar.
- When prompted to import conversions from your CRM through Zapier, click Go to Zapier.
- Zapier will open in a new window and will be pre-loaded with the selected lead form and the selected CRM.
- After completing the steps in Zapier, you’ll return to the “New qualified lead conversion action” page.
How to review your conversions
- In your Google Ads account, click the Goals icon
- Click the Conversions drop down in the section menu.
- Click Summary.
- Click Zapier in the left menu.
- Click Conversion Action in the menu at the top. To view your conversion, use the All conv. (by conv. time) column.
- If you're only using Zapier to upload conversions to that conversion action, you will be able to compare the number of successful uploads from the “Zapier Task History” with what you've found in the attribution report. Since your upload contains the "conversion time," you should be able to compare two reports and find the same number of conversions for a specified time range.
- If you're also uploading conversions to that Conversation Action through another source (for example, a CSV upload), then the total number of conversions in the "Campaigns Report" should equal the sum of Zapier uploads and CSV uploads.
