Offline conversion import
Offline conversion import (OCI) uploads conversions that happen outside the website — closed deals, qualified leads, phone sales — back to the ad platform, matched via click ID or hashed customer data.
OCI is the single highest-leverage measurement upgrade for lead generation: it lets Smart Bidding optimize toward leads that became revenue rather than form-fills of any quality. Accounts that feed close data back consistently shift spend toward queries and audiences that produce customers, not just leads.
The implementation is a CRM-to-platform pipeline keyed on GCLID (or hashed identifiers), with conversion values reflecting deal economics. Latency matters less than consistency.
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