Track offline conversions in Google Ads with Zapier

The average customer communicates with companies across several channels today, making the digital marketing landscape (and the full customer journey) more fragmented than ever. While this creates more opportunities for lead generation, it also makes it harder to track which interactions actually lead to conversions.

With offline conversion tracking for Google Ads, marketers can close the data gap by seeing which search ads result in offline sales or other valuable customer actions. This data can give you a better understanding of your ads' ROI—and help you optimize your campaigns for the outcomes that matter most to your business.

How to track offline conversions in Google Ads with Zapier

Typically, tracking offline conversions can be a time-consuming process. It involves manually exporting conversion information, reformatting it, and uploading it to Google Ads. But with Zapier, you can shave hours from this task by automatically uploading conversion information to Google Ads from your CRM.

You can create a Zap from scratch or click 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 directions below to set up your Zap.

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

Set up your HubSpot trigger step

First, you'll need to set up your trigger step. This is the event that starts your Zap. Choose HubSpot as the trigger app and New Contact Property Change as the trigger event. Then connect your HubSpot account, if you haven't already, and click Continue.

Next, you'll select the property in HubSpot that you're using to track conversions. In this case, we'll choose Contact Information: Lifecycle Stage. You can find this property by clicking the Property Name dropdown and searching for "lifecycle."

Then, in the Additional properties to retrieve field, there are two additional pieces of information you need to retrieve from HubSpot: the property containing your Google Ads Click ID and the property that indicates when your conversion event happened. You'll need these later on, 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 into the field and select the right one from your list of options. In this example, we'll use Conversion information: Google ad click id and Contact activity: first conversion date.

Once you've added both properties, click Continue.

Next, you need to test your trigger. Click Test Trigger, and Zapier will find a lead in HubSpot and use the information from it as you set up the rest of your Zap.

Next, you need to test your trigger. Zapier will find a lead in HubSpot and use the information from it as you set up the rest of your Zap. 

Click Test Trigger. Once it's working properly, click Continue with selected record.

Set up your Filter by Zapier action step

Now let's set up your first action. (Actions are events your Zap performs once it's triggered.) Click the + button to add a new step to your Zap.

Choose Filter as your app, and click Continue.

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

Note: When setting up the filter, you'll want to make sure that you enter the text exactly how it appears in your CRM.

Next, click + And, and add a filter to confirm that the lead's Google Click ID exists. This tells you that the lead did, indeed, interact with a Google ad.

You'll have a chance 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.

Set up your Delay by Zapier action step

If the conversion event you're tracking can occur within 24 hours of someone clicking on an ad, we recommend adding a delay step to the process.

Just like you did with the filter step, click the + button to add a new step to your Zap. Select Delay by Zapier as your app and Delay For as your event. Click Continue.

Next, specify how long you want your delay to be. Type in 24 in the Time Delayed For (value) field, and select hours from the dropdown in the Time Delayed For (unit) field. Click Continue.

Next, test your delay step by clicking Test step. When your test is complete, click the + 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. Choose Google Ads as your app and Send Offline Conversion as your event. Connect your Google Ads account, if you haven't already, then click Continue.

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

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

In the Google User Identifier Source field, select Google Click ID (GCLID) from the dropdown. Then, in the Google Click ID (GCLID) field, search for and select the HubSpot property containing the ID.

Next, use the Conversion Action field to specify what lead activity counts as  a conversion. In this case, it's Quality Signup—but it might look different for you based on the types of conversion events you've set up in your Google Ads account.

Click the + icon in the Timestamp field. Search for and select the HubSpot property that indicates when the conversion took place.

You can further customize your action step by adding data in the Value and Currency fields. That only applies if your conversion is linked to a purchase or the closing of a deal, though, so we'll leave it blank in this example.

Once you finish customizing your Google Ads step, click Continue. Zapier will then test your action step by sending an offline conversion to Google Ads. Click Test step.

Once you've run a successful test, you're ready to use your Zap. Just click Publish to turn it on.

Spend less time tracking

As a business owner or marketer, continually optimizing your processes is key to driving growth. 

Take this Google Ads workflow, for instance. Instead of spending hours of your busy work week uploading your offline conversion data from spreadsheets, you can automatically send your offline conversions to 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 subsequent contributions by Jasmine Williams, Will Harris, and Elena Alston. It was most recently updated in February 2026 by Hannah Herman.