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Offline conversion tracking would just involve either periodically uploading your MQLs or SQLs from a spreadsheet, or connecting your CRM to Google Ads and automating the process.
If your CRM doesn’t connect natively you can usually do that through Zapier, although it’s a bit of plumbing and extra cost.
That would honestly be your best option to ensure great lead quality and to optimize campaign performance.
However, since browsers and some other tools can strip the GCLID this isn’t foolproof. There are workarounds to save the GCLID other ways like passing the same variable into a dummy placeholder (e.g. gclickid) and using that instead.
Outside of that Tag Gateway is a really simple and free way to boost standard conversion tracking. Full blown server-side tracking gets you incrementally better performance than Tag Gateway and, of course, opens the door for better tracking beyond Google Ads and GA4. But it’s a complicated setup (you need an expert) and requires for a monthly hosting fee and periodic adjustment/maintenance.
