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How to import offline conversions into Google Ads from your CRM

Live guide · Checked 28 October 2026 · Updated 28 October 2026 · Checked every week against Google Ads's own help pages

Tell Google Ads which leads became customers, using the GCLID saved with each lead, so bidding learns from sales instead of form fills.

Time
40 minutes, then 10 minutes a week
You will need
  • GCLIDs saved with your leads (see the hidden fields Secret Setup)
  • A spreadsheet or CRM export of leads that became customers
  • Google Ads admin access
Stuck?
Troubleshooting or ask us a question

Step by step

  1. Make the conversion action

    In Google Ads: Goals > Conversions > Summary > New conversion action > Import > CRMs, files or other data sources > Track conversions from clicks. Name it, for example Won customer, set the value and category Purchase or Qualified lead, and save.

  2. Download the template

    Use this layout. The first line sets your time zone:

    CSV
    Parameters:TimeZone=Europe/London
Google Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency
Cj0KCQjw-EXAMPLE1,Won customer,2026-10-27 14:30:00,1200,GBP
Cj0KCQjw-EXAMPLE2,Won customer,2026-10-28 09:05:00,850,GBP

  3. Fill it from your CRM

    Export leads that became customers in the last 90 days with their GCLID, the date and time they became a customer, and the deal value. Paste them under the headings. The Conversion Name must match the action's name exactly.

  4. Upload it

    In Google Ads: Goals > Uploads > the plus button > Source Upload a file, pick your CSV and click Upload and preview, then Apply. Fix any rows it rejects and upload again.

  5. Upload every week

    Upload new wins every week. Google only accepts clicks from the last 90 days, and the sooner you send them, the faster bidding learns. Most CRMs (HubSpot, Salesforce, Zoho) can do this automatically: search their app list for Google Ads offline conversions.

  6. Use it for bidding

    After a few weeks of data, set the won-customer action as a Primary action (and the form fill as Secondary) in Goals > Conversions, so bids aim at customers, not just leads.

Tips from people who set these up every week

  • Upload qualified leads as a separate action too: it gives bidding more signals than wins alone.
  • Use the same time zone as your Google Ads account in the Parameters line.

Troubleshooting: questions and answers

Rows are rejected as 'click too old'.

The click was more than 90 days ago, or before the conversion action was made. Only clicks after the action was created count.

Rows are rejected as 'GCLID not recognised'.

Check the GCLID was copied in full (they're long) and auto-tagging is on in Google Ads.

Official help pages

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