What Is Offline Conversion Import in Google Ads?
Offline conversion import sends a later business outcome, such as a qualified lead or a completed sale recorded in a CRM, to Google Ads.
The upload includes when the outcome happened and identifiers that help Google match it to an ad interaction. It measures what happened after the website visit; it does not turn every form submission into a sale.
- business outcome
- a qualified leada completed sale recorded in a CRM
- can carry
- valuecurrencytransactionId
Daniil Maximkin Published Reviewed
- In practice
What does an import connect?
I start with a defined CRM outcome and its actual timestamp. Then I check what matching data was captured when the lead arrived. Click-based imports use saved Google click references; enhanced conversions for leads can also use normalized and hashed user-provided data.
The Data Manager API event names the event source and can carry a value, currency and
transactionIdfor deduplication. The destination identifies the Google Ads conversion action. I keep an internal record of which outcome each prepared upload represents, so retries and reporting can be reconciled. - In practice
What changed on 15 June 2026?
Google restricted
ConversionUploadService.UploadClickConversionsfor developer tokens with no offline conversion upload requests between 17 December 2025 and 15 June 2026. Those requests returnCUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE. This includes new adopters, but is broader than just newly issued tokens.New conversion upload integrations must use the Data Manager API. Google’s current documentation also records the later move from developer tokens to Google Cloud projects; it says the historical upload restriction remains in effect. Do not treat an old Google Ads API upload example as proof that a new integration can use that path.
- In practice
When does offline import break?
A lead may reach the CRM without its matching data. The selected outcome may have no reliable timestamp, or the sender may map it to the wrong conversion action. I also check consent, formatting, the permitted conversion window, and whether retries create duplicate business outcomes.
An accepted upload and an attributed conversion are separate checks. I reconcile the sender’s results with platform diagnostics before comparing totals.
- Not to be confused with
Not to be confused with Is not Is a second browser tag measures what happened after the website visit Offline import is not a second browser tag. Sending both a website conversion and a later CRM outcome requires a clear choice of what each action measures. I define that before deciding which actions should inform bidding.
- Where to check
How do I check an import?
- Pick one test CRM outcome. Verify its meaning, occurrence time, matching fields, value and currency against the prepared payload.
- Confirm the destination conversion action and current API access path. For a new sender, review Google’s Data Manager API setup rather than copying a legacy upload script.
- Check consent handling and any required normalization and hashing. Never substitute invented click references for missing data.
- Review validation results and available upload diagnostics. Match the result back to the CRM outcome, then compare reporting using the same date basis and window.
- Sources
Sources
Checked on
- Google Ads: feature deprecations, June upload restriction and access changesdevelopers.google.com
- Google Ads: conversion upload service, new-adopter restrictiondevelopers.google.com
- Google Ads: offline imports and enhanced conversions for leadsdevelopers.google.com
- Data Manager API: event typesdevelopers.google.com
- Data Manager API: sending offline conversion eventsdevelopers.google.com
