In shortIf a lead buys or signs up after leaving your website, Google and Meta never see it, so the campaign that found that customer gets no credit. Offline conversions send that sale back to the ad platform. The platform matches it to the right ad in two ways: the click ID and the customer's details. Use both, because they match in different ways.
How it works
- A visitor clicks your ad and fills in a form on your site.
- The sale happens later, by phone, in your CRM or in a store.
- Match one, the click ID: the gclid (Google) or fbclid (Meta) travels from the click to your CRM and back to the platform.
- Match two, customer data: email, phone and name are matched to the same person the platform saw on your site.
- The right campaign gets the credit, and the platform learns which clicks turn into revenue.
Common questions
Do I need both the click ID and customer data?
You don't have to, but they work best together. The click ID is exact when it survives; customer data still matches when the click ID was lost.
Which businesses need offline conversions?
Any business where the sale closes after the website visit: lead generation, B2B, high-ticket services, phone sales and subscriptions that convert after a trial.
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