Introduction
Many businesses generate leads online but close sales offline — through phone calls, in-store visits, or emails. Without Google Ads Offline Conversion Tracking, you’ll never know which ads truly drive revenue.
In this step-by-step 2025 guide, you’ll learn how to set up Google Ads Offline Conversion Tracking with Google Sheets and Google Tag Manager (GTM). This will help you connect clicks to offline sales, optimize ad spend, and scale campaigns with confidence.
Prerequisites
Before starting, make sure you have:
✔ Google Tag Manager (GTM) installed on your website
✔ Google Sheets (to store offline conversions)
✔ Google Ads account (with conversion actions created)
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Step 1: Google Ads Standard Conversion Tracking (Using WFP Form Listener Code)
A. Create a Custom HTML Tag in GTM
- In GTM, create a Custom HTML tag.
- Paste your WFP Form Listener code.
- Save & publish.
B. Create Variables
- Data Layer Variable: Email
- Data Layer Variable: Phone
- Data Layer Variable: Hashed Email
- Data Layer Variable: Hashed Phone
C. Create Tags to Store GCLID in Local Storage
- Create a New Tag in GTM.
- Tag Type: Store GCLID in Local Storage
- Trigger: All Pages
- Save & publish.
Step 2: Create Tags in GTM to Send Offline Conversion Data to Google Sheets
- Create a New Tag in GTM.
- Tag Type: Send Offline Conversion Data to Google Sheets
- Trigger: Lead submission
- Save & publish.
Step 3: Create a Google Sheet
- Open Google Drive → Create New Google Sheet.
- Add headers in the first row:
Timestamp | GCLID | Hashed Email | Hashed Phone | Conversion Name | Conversion Time | Conversion Value | Currency | Status
Step 4: Add an App Script to Google Sheets
- In Google Sheet → Extensions → Apps Script
- Paste Apps Script code to receive GTM data
- Deploy & get the Script URL
- Copy the URL → Paste into GTM Tag (Send Data to Sheets) → Save & Publish
Step 5: Create an Offline Conversion Action in Google Ads
- Log in to Google Ads → Tools & Settings → Conversions → + New Conversion Action
- Choose Import → CRM, File & Other Sources → Track conversions from clicks
- Select Google Sheets → Direct Connection
- Choose conversion goal (e.g., Qualified Lead, Offline Sale)
- Link Google Drive → Select Sheet → Map Columns → Filter Status = Qualified Lead
- Set Upload Frequency: Daily → Select Time Zone → Save
Step 6: Install Google Ads Conversion Linker in GTM
- In GTM → New Tag
- Tag Type → Google Ads Conversion Linker
- Trigger: All Pages
- Save & Publish
Step 7: Testing & Validation
- Submit a test lead with GCLID
- Verify Google Sheet receives data
- Ensure conversion appears in Google Ads → Conversions
Frequently Asked Questions
Q1. Do I still need GCLID for offline conversions?
👉 Yes, although Google now supports gbraid/wbraid, GCLID remains the most reliable.
Q2. Can I track phone call leads as offline conversions?
👉 Yes, if GCLID is captured at form submission or call booking.
Q3. Is the Conversion Linker tag mandatory?
👉 Absolutely. Without it, Google Ads won’t properly match conversions to clicks.
Q4. How often should I upload offline conversions?
👉 Daily is recommended; weekly is fine for smaller volumes.
Q5. Can I automate uploads from Google Sheets?
👉 Yes — with Google Ads API, Apps Script, or Zapier/Make.
Conclusion
By following this guide, you’ve set up Google Ads Offline Conversion Tracking with GTM & Google Sheets.
This setup delivers:
- ✅ Accurate offline sales attribution
- ✅ Smarter ad budget optimization
- ✅ Full-funnel insights (Click → Lead → Offline Sale)
Now you can scale campaigns with confidence, knowing which ads bring real revenue.
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