Google Offline Conversions

Out of the box, SegMetrics' ad attribution model is able to recognize when you gain new leads and customers as a result of ad clicks. We're also able to attribute that lead's first purchase back to the ad, even if the lead doesn't purchase right away and returns later to buy. That's great for understanding how your ads are performing at a high level, but the more data you're able to send back to Google the better they can optimize your ads and audiences to further improve future conversion potential.

With our Automatic Offline Conversions feature, we'll start sending all conversions back to your ads account to help optimize how Google serves your business. In turn Google will more effectively get your ads in front of the people who are most likely to convert and buy your products.

Enabling Google Offline Conversions

Step-by-Step Setup Process

1. Click the Gear icon at the top right of your account
2. Click Integrations
3. From the Integrations page, find the Google AdWords Integration
4. To the right of the integrated account, click the 3 dots
5. Click Setup Ad Tracking
6. Scroll to the bottom of the page to the Automatic Offline Conversions setting

Configure Conversion Settings

1. Enable the setting for each desired ad account shown in this integration
2. Click Save Offline Conversion Settings

Important: If you have multiple Google Ads integrations connected, you'll need to repeat those steps for each account.

Automatic Processing

And that's it, no other action needs to be taken to start automatically sending offline conversion back to your Google AdWords account. Every morning, SegMetrics will gather every purchase that we can tie back to an ad click from the previous day and send it over to Google.

What Information Gets Sent to Google

When SegMetrics sends offline conversions to Google's API, the following data is included:

• Click ID - Unique identifier for the original ad click
• Conversion Value - The monetary value of the purchase
• Conversion Date Time - When the purchase occurred
• Order ID (Invoice ID) - Your internal order reference
• Conversion Action - Always "SegMetrics Offline Conversion" (created automatically by us)

This data helps Google's machine learning algorithms better understand which clicks lead to actual purchases, improving ad targeting and bidding strategies.

Attribution Window and Tracking Details

Click Attribution Window

Clicks are tracked for 90 days. If a purchase occurs and the last click was from 91 days beforehand, it will not be sent back to Google as an offline conversion.

Conversion Action Setup

Do I need to create a Conversion Action inside of my Google AdWords account for Offline Conversion?

No, once you enable the automatic offline conversion setting, we'll create the conversion action for you in your AdWords account. The new action will be titled "SegMetrics Offline Conversion".

You'll be able to see this conversion action in your Google Ads account under:

• Tools & Settings → Measurement → Conversions
• Look for "SegMetrics Offline Conversion" in your conversion actions list

Benefits of Offline Conversion Tracking

Enhanced Ad Optimization

Better Audience Targeting: Google learns who actually converts and finds similar users

Improved Bidding: Automated bidding strategies get more accurate conversion data

Campaign Optimization: Google can optimize for actual sales, not just clicks or leads

Complete Attribution Picture

Full Customer Journey: Track from initial ad click to final purchase

Multi-Touch Attribution: Credit ads even when purchases happen days or weeks later

Cross-Device Tracking: Purchases on different devices get properly attributed

Troubleshooting Common Issues

Conversions Not Appearing in Google Ads

If you don't see offline conversions in your Google Ads account:

1. Check the time delay: Conversions are sent the morning after they occur
2. Verify the 90-day window: Ensure purchases happened within 90 days of the ad click
3. Confirm integration status: Make sure your Google Ads integration is active
4. Look for the conversion action: Search for "SegMetrics Offline Conversion" in your Google Ads conversions

Multiple Google Ads Accounts

If you have multiple Google Ads accounts:

• Each account needs separate setup: Repeat the configuration process for each integration
• Check account-specific settings: Ensure offline conversions are enabled for the correct accounts
• Verify data flow: Monitor each account to confirm conversions are being received

Conversion Value Discrepancies

If conversion values don't match your expectations:

• Make sure you understand by default you are shown new leads in a SegMetrics report and Google may show all leads. Aka users that have opted in again or returning leads.
• If a contact is not in the connected ESP to SegMetrics, the conversion will not be displayed in any report.
• Ensure your SegMetrics and Google Ads accounts use the same currency

Frequently Asked Questions

Q. How long does it take for conversions to appear in Google Ads?

A. Conversions are sent to Google the morning after they occur in SegMetrics. They typically appear in your Google Ads account within 24-48 hours of the actual purchase.

Q. Will this affect my existing Google Ads conversion tracking?

A. No, offline conversions from SegMetrics work alongside your existing conversion tracking. They provide additional data without interfering with other conversion actions you may have set up.

Q. Can I disable offline conversions for specific campaigns?

A. The offline conversion setting applies to the entire Google Ads account. However, you can exclude the "SegMetrics Offline Conversion" action from specific campaigns in your Google Ads bidding strategies if needed.

Q. What happens if I disconnect and reconnect my Google Ads integration?

A. If you disconnect your Google Ads integration, offline conversion sending will stop. When you reconnect, you'll need to re-enable the offline conversion setting. Historical conversions won't be resent automatically.

Q. Do offline conversions count toward my Google Ads conversion goals?

A. Yes, offline conversions will count toward your overall conversion metrics in Google Ads and can be used in automated bidding strategies, unless you specifically exclude them from your campaign settings.