Offline conversion
Matching sales that happen outside the internet, for example by phone, in a store or after a sales meeting, to the related ad by uploading them to the ad platform afterwards.
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Why it matters
In long sales cycles, ads only bring enquiries; the real value is in the contract signed weeks later. When sales results are sent back to the ad platform, the system learns to find searches and people that turn into sales, not just enquiries. This requires storing the ad click ID with the enquiry record.
- 02
Example
A software company uploads deals won in its CRM to the ad platform every week. Within two months, the campaign moves away from keywords that bring many forms but no sales, and the cost per contract falls.
- 03
Common mistake
Not storing the ad click ID in the enquiry form. Without it, an offline sale cannot be matched to the ad it came from.
- 04
Related terms
Related services and guides
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