How to Set Up Google Ads Offline Conversion Tracking Using Zapier, HubSpot, or Salesforce

Overview

Offline conversion tracking lets you upload lead and deal data from your CRM to Google Ads to connect ad clicks to sales. This improves attribution and shows which campaigns drive revenue. This guide shows how to set it up with Zapier, HubSpot, or Salesforce.

Step-by-Step Instructions

1. Create an offline conversion action in Google Ads

• Log in to Google Ads.

• Click Tools & Settings > Conversions.

• Click + New Conversion Action.

• Choose Import > Other data sources or CRMs > Track conversions from clicks.

• Name your conversion (example: "Closed Won Lead").

• Set Count to Every or One.

• Set Click-through conversion window (default: 90 days).

• Click Create and Continue.
  
  

2. Get your Google Click ID (GCLID) into your CRM

• Add a hidden field to your website forms to capture gclid.

• Use a script on your site to pull gclid from the URL and populate the hidden field.

• Make sure the gclid is passed into your CRM (HubSpot, Salesforce, etc.) along with the lead data.
  
  

Pro Tip: Test the form to confirm the GCLID populates in CRM fields.

3. Map CRM fields for export

• Confirm that your CRM stores these required fields:
  
  

• GCLID

• Conversion name (same as Google Ads)

• Conversion time (timestamp when conversion happened)
  
  

4. Set up Zapier integration (if using Zapier)

• Log in to Zapier.

• Create a Zap with your CRM as the trigger (example: New Deal in HubSpot or Salesforce).

• Add an action Google Ads Offline Conversions.

• Connect your Google Ads account.

• Map the CRM fields to Google Ads fields:

• GCLID → GCLID

• Close date → Conversion time

• Conversion name → Conversion action name
  
  

5. Set up direct HubSpot integration (if using HubSpot)

• Go to Settings > Marketing > Ads.

• Click Connect account under Google Ads.

• Turn on Offline conversions syncing.

• Map your deal stages to Google Ads conversions.
  
  

6. Set up Salesforce integration (if using Salesforce)

• Install Salesforce Offline Conversion Tracking App from Google.

• Follow the setup wizard to connect Salesforce to Google Ads.

• Map fields for GCLID, conversion name, and conversion time.

• Enable automatic uploads.
  
  

7. Test the integration

• Close a test deal in your CRM with a valid GCLID.

• Check Google Ads > Conversions to see if the offline conversion records (can take up to 24 hours).
  
  

Final Checklist

✅ Create offline conversion action in Google Ads
✅ Capture GCLID in CRM
✅ Map required fields
✅ Set up Zapier, HubSpot, or Salesforce integration
✅ Test a sample conversion
✅ Confirm conversions recording in Google Ads

By following these steps, you’ll connect sales outcomes back to your Google Ads campaigns and see which ads drive pipeline and revenue.