Offline Conversion Import (OCI) sends sales outcomes from your CRM back to Google Ads, helping it optimize toward leads that actually become customers.
Offline Conversion Import (OCI) is a Google Ads feature that lets you import conversion events from your CRM back into Google Ads. It connects an ad click to the revenue it generates later, such as a qualified lead, sales opportunity, or closed deal. OCI is how B2B SaaS accounts let Smart Bidding optimize toward real revenue signals instead of top-of-funnel form fills.
OCI has four steps. Every step is important for the whole system to work.
When someone clicks on your ad, Google adds a tracking code called GCLID to the link of the page they land on. Your website captures that GCLID as a hidden field on every form the visitor fills out. Without GCLID capture, none of what follows is possible.
The GCLID gets stored as a custom field on the lead or contact record in your CRM. It stays there permanently, attached to that specific person, regardless of what happens next.
When the lead reaches a meaningful pipeline stage (SQL, opportunity, closed-won), your CRM sends Google the update on what happened to that lead. For example, it mentions how much the lead cost and what time it converted.
The information gets imported to Google Ads through a direct CRM integration (HubSpot, Salesforce), Google's Zapier connector, or scheduled file uploads. Google matches the GCLID to the original click and credits the conversion to the right campaign, keyword, and ad.
Once revenue data starts flowing back, Smart Bidding retrains. Within 30 days, the algorithm starts finding traffic that converts to real customers.
Google Ads accepts offline conversion imports up to 90 days after the original click. If a lead comes in on day 1 and closes on day 95, the conversion cannot be attributed back to the ad click that generated it.
This matters for B2B SaaS because sales cycles often stretch to 90 days or beyond. If your average closed-won time is 120 days, a portion of your revenue events will fall outside the import window.
The workaround is to import intermediate stages (SQL at day 30 to 45, opportunity at day 60) so Smart Bidding gets useful signal even if the final closed-won event lands outside the window.
To make OCI work, your CRM needs specific fields configured on lead and contact records.
[table]
Field | Purpose | Required
GCLID | Unique click identifier from Google Ads | Yes
Click Timestamp | When the click originally occurred | Yes
Conversion Action Name | Matches the conversion action name in Google Ads | Yes
Conversion Value | Revenue amount tied to the conversion event | Yes for value-based bidding
Conversion Time | When the offline event occurred | Yes
Currency | ISO currency code for the value | Yes for multi-currency accounts
[/table]
Missing any of these fields breaks the import. This is why make it a priority to set up your field mapping. Do it on Day 1 so you don’t forget.
B2B sales cycles are 45 to 90 days. If you start attributing within the same month, you’d end up destroying good campaigns.
If you don’t set up your OCI on day 1, Google will look at form fills as the goal. Smart bidding will start optimizing towards it. You won’t see any changes in your revenue even six months later because Smart Bidding would be optimizing towards the wrong thing. And yes, that means wasting ad budget on form fills for six months, not revenue or pipeline growth.
With OCI, Google Ads sees the full picture. Form fill on day 1. SQL on day 25. Opportunity on day 60. Closed-won on day 85. With an OCI setup, Smart Bidding retrains on the click profiles that drive real customers, not just leads. The account starts compounding in the direction that actually matters.
For the full technical walkthrough covering HubSpot and Salesforce integration paths, check out my guide on offline conversion tracking for Google Ads. It covers the exact setup.
And for the broader attribution picture across the funnel, my piece on Google Ads attribution for B2B SaaS explains what you should measure and why.
Set up OCI before you launch, preferably on Day 1.
Capture GCLID on every form.
Configure the required CRM fields.
Import SQL and closed-won events back to Google Ads within the 90-day window.
Do this, and your Smart Bidding optimizes toward revenue. Skip it, and every dollar Google spends is optimizing toward the wrong signal.
ScalixAI is a performance-driven Google Ads agency specializing in helping high-growth, AI-first companies scale with predictable, profitable customer acquisition. Founded by an ex-Googler with 9 years of insider advertising experience, we manage the entire Google Ads lifecycle—from campaign strategy and account setup to conversion tracking, analytics, and ongoing optimization. Our data-centric, AI-powered approach ensures you know exactly which campaigns are working, why they’re working, and what to do next to outpace your competitors.ScalixAI is a performance-driven Google Ads agency specializing in helping high-growth, AI-first companies scale with predictable, profitable customer acquisition. Founded by an ex-Googler with 9 years of insider advertising experience, we manage the entire Google Ads lifecycle—from campaign strategy and account setup to conversion tracking, analytics, and ongoing optimization.
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