Offline Conversion Import
Also known as: OCI, offline conversion tracking
Offline conversion import is the process of sending conversions that happen off the website (such as a qualified phone call) back into an ad platform to credit the click that caused them.
Offline conversion import closes the loop between an online click and an offline outcome. When a visitor clicks a Google ad and later calls and qualifies, the conversion is uploaded back to Google Ads (matched to the original click via its GCLID) so the ad gets credit it would otherwise miss.
This is how phone calls become first-class conversions in ad platforms. It depends on capturing the click ID at the visit and defining what counts as a qualifying call conversion.
Frequently asked questions
Why import call conversions into Google Ads?
Smart bidding optimizes toward the conversions it can see. Importing qualified calls teaches the algorithm which clicks lead to real phone leads, so it bids toward the keywords and audiences that drive calls, not just form fills.
What is an offline conversion?
An offline conversion is a valuable action that happens away from the website — most often a qualified phone call, but also an in-store visit or a CRM stage change — that you send back to the ad platform so the click that caused it gets credit.
What is the difference between enhanced conversions and offline conversions?
Offline conversion import sends an action that happened off-site (like a qualified call) back to Google Ads, matched to the click via its GCLID. Enhanced conversions instead improve the accuracy of on-site conversions by sending hashed first-party data such as email or phone to recover conversions cookies would miss. They solve different problems and are often used together.
Related terms
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