What are Offline Conversions and why it’s important to use them with Google Ads

Posted by anthillsoftwareleeds in Integrations - Last updated September 1st, 2025

In this guide we will explore offline conversions and why they are important if you use Google Ads and your sales are converted offline.

What are offline conversions?

For large ticket purchases such as a Kitchen, Bathroom or Bedroom, the journey often starts with an enquiry on the website. Following this enquiry, many telephone calls and appointments will take place taking weeks and even months.

Analysing your marketing spend by how many enquiries are received doesn’t provide an accurate picture of success. Imagine the scenario:

Campaign A generates 100 enquires.

Campaign B generates 10 enquires.

❌ Basing your decision on the initial form submission you naturally prefer Campaign A and stop spending on campaign B.

By tracking offline conversions you can gain more accurate analysis on campaign performance.

Campaign A generates 100 enquires. 10 Quotes. 0 Sales.

Campaign B generates 10 enquires. 5 Quotes. 2 sales.

💡 The clear winner is Campaign B.

How do offline conversions work?

By connecting Google Ads with Anthill using the GCLID data field, you can send data back to Google to complete the loop.

How to setup offline conversions

Step 1 – Anthill Objects

The first step is to store the GCLID field in the Anthill enquiry at the point the customer completes the form. To do this ensure the data field is available on all enquiry types the website creates and update the API call or Plugin to send the data through. The lead and sale objects will also need the GCLID field so the tracking data is automatically persisted through the customer journey.

Step 2 – Google Offline Conversions

In your Google Ads account set up the relevant offline conversions to receive the notifications.

Typical options are:

✅ Qualified Lead – the customer has been contacted and qualified

✅ Quoted Lead – the customer has received a quote

✅ Sale Created – the lead has been converted into a sale and the customer has purchased

Step 3 – Zapier

The final step is to use Zapier to connect your Anthill and Google accounts and create Zaps to send the data back to Google. After you have added your connections you can create your Zaps.

Qualified and Quote Zap

New Sale Zap

Summary

By connecting Anthill with Google Ads, your marketing team will be able to refine and optimise your advertising spend giving you better quality leads and avoiding your sales team wasting time and energy.

If you need help setting up Offline Conversions, reach out to your CSM or contact us to find out more.