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Help with CRM for Offline Conversion Tracking
Posted by on September 8, 2025 at 2:36 pmI run an ecommerce site, and my google ads account consists of a PMAX shopping only, a "tuned" PMAX ad, and a specific search campaign.
I do not currently use a CRM, but since I run a PMAX campaign, overwhelmingly I am getting advice to use a CRM and upload offline conversion data. Can anyone please point me in the right direction on how to get started with this? I've Googled this, tried finding videos on how to set it up, but I think I'm just doing the wrong searches, or am confused on the process, because nothing relevant is showing up.
My understanding is the CRM should be able to keep track of visitors who come to my site from a Google Ads click, then I can mark up this visit with more specific information on if the lead was a good lead or not and send that feedback back to Google. Is this correct?
Do I need to use UTM codes on my site? I do not currently use those. I have the free version of HubSpot I have been playing with, I have it synced with Google Ads, but I don't see how I can see leads and mark them as qualified or not.
I'm a beginner with this, so please start at the basics!
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1 Reply
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I think you need to look into specific conversion tracking options for whichever ecommerce platform you use. They can usually automate the conversion API with different actions (eg add to basket, purchase) and post the data back to google as conversions. Depending on the level of detail you need and the number of visitors, collating all of the info for an offline upload could be a lot of work, which is why most platforms automate.
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Free hubspot won’t do it. The OCT integration comes with “marketing hub” plans. I don’t know the monthly price off the top of my head, but it’s far from free.
There’s a video called “advanced conversion tracking” on my YouTube channel (link in bio) where I go over the process as a high level overview.
Highlevel can be a good option. I’ve also used active campaign + zapier.
I could definitely help you set it up, but it takes several hours so normally cost for me to do it for you is substantial. I’d be open to do it for the content if you’re spending enough to get 30 conversions per month and you’re willing to let me record the whole process for my marketing purposes. Feel free to DM if you want to explore working with me on this.
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If you are running an Ecommerce Store, why do you need offline conversion tracking? Is it a B2B store? Or where do you think you lose the cookie for the user so the web-based tracking breaks down?
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The products I sell are custom made. You can complete the purchase on my website, by 9/10 customers will call or email us to get advice or confirm their decision prior to making a purchase. My Google Ads account says I have 0 purchase conversions over the last 30 days, but I know that is false. I have had customers tell me they saw an ad on YouTube, called me for advice, then placed an order on our website. I get conversions from CallRail, but the tracking seems to break down from their initial call to actually making a purchase. Similarly I get a lot of customers who end up placing an order over the phone, and I have no way of tracking the GCLID from that phone call to tell Google it was a purchase conversion.
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You’re thinking about it the right way. To make offline conversion tracking work with Google Ads, you need UTMs so each lead can be tied back to the original click, then a CRM (like HubSpot or similar) to capture and store those IDs. Once you know if a lead was qualified, you upload that data back into Google Ads so it can optimize toward higher quality conversions and not just volume
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Capture GCLID on each lead, record outcomes in your CRM, and upload those sales events back into Google Ads as offline conversions so PMax optimizes on real revenue.
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