Offline-conversion readiness

For lead-gen and considered purchases, the conversion that matters happens after the click — a qualified lead, a booking, a closed deal. This check assesses whether those offline outcomes are flowing back into Google Ads.

What it checks

• Are offline conversions imported? — is real downstream value reaching the account at all?
• Readiness — do you have the connections (for example CRM) and identifiers needed to import them?
• Coverage — are the outcomes that matter represented, or only top-of-funnel form-fills?

Why it matters

Without offline data, bidding optimises toward leads, not customers — and the account can look successful while sending budget after low-quality enquiries. Offline readiness is how you close that loop.

How to use it

If readiness is low, prioritise connecting your CRM and mapping the revenue/stage fields (see Data mapping & quality). Then the platform can judge campaigns by the customers they create, not just the clicks they buy.