The average customer interacts with entire companies. Many Today’s channels are making the digital marketing landscape (and the entire customer journey) more fragmented than ever. While this creates more opportunities for lead generation, it also makes it harder to figure out which ones Interactions actually lead to conversions.

With offline conversion tracking Google Adsmarketers can close data gaps by seeing which search ads result in offline sales or other valuable customer actions. This data can give you a better understanding of your advertising ROI—and help you optimize your campaigns for the results that matter to your business.

How to Track Offline Conversions in Google Ads with Zapier

In general, tracking offline conversions can be a time-consuming process. This involves manually exporting the conversion information, reformatting it, and uploading it to Google Ads. But with Zapier, you can cut down on this task by automatically uploading conversion information from your CRM to Google Ads.

you can Create a Zap from scratch Or click on the Zap template below to get started even faster. Of course, if you don’t have one yet, you’ll need to create a Zapier account. Then follow the instructions below to set up your Zap.

For this tutorial, we’re going to walk through an example that uses HubSpot as the CRM where a lead was added. If you use a different CRM, you can still follow the same steps — just swap in your existing CRM platform for the Trigger app.

Set up your HubSpot trigger step.

First, you need to set up your trigger step. This is the event that starts your Zap. select HubSpot As a trigger app and New contact property change as a trigger event. Then connect your HubSpot account, if you don’t already have one, and click Continue.

Next, you’ll select the property in HubSpot that you’re using to track conversions. In this case, we will choose Contact Information: Life Cycle Stage You can find this property by clicking on it. Property Name Dropdown and “Lifecycle” search.

Then, me Additional features to retrieve In the field, you need to get two additional pieces of information from HubSpot: the property that contains your Google Ads click ID and the property that indicates when your conversion event occurred. You’ll need them later, when you’re setting up your Google Ads action step.

The names of these fields will look different depending on how you label them in your CRM. Click in the field and select the correct one from your list of options. In this example, we will use Conversion Information: Google Ad Click ID And Contact activity: Date of first change.

Once you’ve added both features, click Continue.

Next, you need to test your trigger. Click Test triggerand Zapier will search for a lead in HubSpot and use the information from that when you configure the rest of your Zap.

Next, you need to test your trigger. Zapier will find a lead in HubSpot and you’ll use the information from that when setting up the rest of your Zap.

Click Test trigger. Once it is working properly, click Continue with the selected record.

Set up your filter via Zapier action step.

Now let’s set up your first action. (Actions are events that execute after your Zap is triggered.) Click + button to add a new step to your Zap.

select The filter As your app, and click Continue.

Next, specify which leads you want to follow through the rest of the Zap. In this example, becoming a “Marketing Qualified Lead” is our conversion event. So we will specifically filter for leads whose lifecycle stage has been changed to “Marketing Qualified Lead”.

Note: When setting up a filter, you’ll want to make sure you enter the text exactly as it appears in your CRM.

Click Next + Andand add a filter to verify that the lead has a Google Click ID. This tells you that the lead actually interacted with the Google ad.

You’ll have the opportunity to test your filter rules to make sure they’re working as intended. Once you’re done and if your test is successful, click Continue.

Configure your delays with Zapier action steps.

If the conversion event you’re tracking can happen within 24 hours of an ad click, we recommend adding a delay step to the process.

As you did with the filter step, click . + button to add a new step to your Zap. select Delayed by Zapier As your app and delay for as your event. Click Continue.

Next, specify how long you want to delay. Type in 24 i Delay time for (value). field, and select hours From the drop down Delay time for (unit). Click Field. Continue.

Next, test your delay step by clicking Test phase. Click when your test is complete. + button to add the final step of your Zap.

Set up your Google Ads action step.

Now, set up your Google Ads action step to track your conversion. select Google Ads As your app and Send offline change. as your event. Click Connect your Google Ads account, if you don’t already have one. Continue.

Now, it’s time to customize your Google Ads conversion step. This is where you specify what conversion information you send to Google Ads.

i Use Google Ads as… In the field, select your Google Ads account information from the dropdown.

i Google User Identifier Source field, select Google Click ID (GCLID) from the drop down. Then, me Google Click ID (GCLID) Find and select the HubSpot property containing the field, ID.

Next, use Conversion process field to indicate that the lead activity is counted as a conversion. In this case, it is Quality sign up—but it may look different for you based on the types of conversion events you’ve set up in your Google Ads account.

Click on + icon i Time stamp Find and select the field HubSpot property that indicates when the change occurred.

You can further customize your process step by adding data. value And Currency This field only applies if your change is related to a purchase or deal closing, however, we’ll leave it blank in this example.

Once you’re done customizing your Google Ads step, click Continue. Zapier will then test your performance by sending offline conversions to Google Ads. Click Test phase.

Once you have a successful test, you are ready to use your Zap. Just click. Publish. To turn it on.

Spend less time tracking.

As a business owner or marketer, constantly improving your processes is key to driving growth.

Take this Google Ads workflow for example. Instead of spending hours of your busy work week uploading your offline conversion data from a spreadsheet, you can send your offline conversions automatically. Google Ads And optimize your campaigns in real time. That means you can get a more accurate picture of which ads are working—and spend less time manually moving data around.

This article was originally published in January 2021, with contributions by Jasmine Williams, Will Harris and Elena Alston. It was last updated in February 2026 by Hannah Herman.