Lead generation
Offline conversion import
Sending results that happen outside the website, such as qualified leads or closed deals, back to the ad platform.
What it is
The advertiser matches each result to the original click (by click ID) or to the person (by hashed contact details) and uploads it, by file or by API.
Why it matters
For lead generationIt lets bidding learn which ads produce customers, not just form fills. Without it, platforms optimize toward the shallowest event they can see.
In practice
Capture the click ID with each lead, record stage changes in the CRM, and send them to Google, Meta and LinkedIn on a schedule.
A common mistake
Setting it up and letting it break silently. A stalled upload sends the platforms back to optimizing for form fills.