Google Ads Offline Conversion tag

The Google Ads Offline Conversion tag lets you send offline conversion data from a server GTM container directly to Google Ads, making Google Ads offline conversion tracking possible without third-party tools.

This means you can automatically send information about offline sales (like phone or in-store sales, upsells, and cross-sells) to Google Ads. You don't need to manually upload files or use other tools. With offline conversion tracking Google Ads campaigns, you can measure sales that happen outside the internet and use Google's tools to find customers who are more likely to buy something, whether the sale is online or offline.

The Google Ads Offline Conversion tag supports Request/Response logging to BigQuery – get full visibility, easier debugging, and richer data for analytics. This makes offline conversion tracking Google setups easier to monitor at scale, so you get reliable Google offline conversion tracking without relying on manual exports.

Types of offline conversions in Google Ads

In terms of offline conversions Google Ads attributes to a campaign, these are sales or leads that happen outside your website. Common types include:

• In-store purchases – a customer sees your ad, then visits your physical location and buys.
• Phone orders and leads – a customer calls your business (e.g., to schedule a consultation) after seeing your ad, and the conversion is attributed once the call results in a sale or qualified lead.
• Upsells and cross-sells – additional revenue generated after the initial conversion, sent back to Google Ads to reflect true customer value.
• CRM-qualified leads – leads captured in a CRM (or a lightweight Google Sheet setup) that later convert to paying customers offline.

Whichever type applies to your business, setting up reliable Google offline tracking ensures none of these conversions go unattributed.

How to set up Google Ads Offline Conversion tracking

Set up the Google Ads Offline Conversion tag in server Google Tag Manager in a few steps. The process gives you full control over Google offline conversions tracking, from authentication to the exact data you send:

1. Set up your server GTM container and send the conversion data you want to track to it.
2. Connect your Google Ads account to Stape. In your Stape account, open Connections → Google Ads Connection and authorize the Google account that has access to your Google Ads account.
3. Add the Google Ads Offline Conversion tag to your server GTM container from the GTM Template Gallery.
4. Configure the tag. Add your Conversion Action ID and Customer ID, then pass the required conversion data, such as the conversion date and available gclid, wbraid, or gbraid — this is the core Google offline conversion data Google Ads needs to attribute the sale.
5. Add a trigger, test the setup, and publish your container. Once live, the tag handles Google Ads upload offline conversions automatically, so you don't need to manage files or run manual uploads.

For configuration details, optional parameters, and troubleshooting, follow our complete Google Ads offline conversion tracking guide.

Useful links

1. Google Ads Offline Conversion tag in the Template Gallery
2. How to set up Google Ads offline conversion using server GTM detailed article