Google Ads conversion import is the process of uploading data about valuable user actions into the advertising platform when those actions cannot be detected directly by the tracking code on your site. In practice, instead of relying solely on automatic tracking, the advertiser provides Google Ads with a file or a link to an external source that describes who converted, when, and with what value.
This feature is useful in all cases where the conversion happens outside the website, for example in a customer relationship management system, in a call center, in a separate mobile app, or in a physical store. Import lets you link a sale or a phone contact back to a previously generated ad click, improving campaign measurement and automatic ad optimization.
What gets transferred to Google Ads with import
Importing conversions means transferring a set of conversion events generated by an external data source into Google Ads. Each event is identified by a tracking parameter, such as the ad click identifier, which allows the platform to trace back to the ad, keyword, and campaign that originated the click.
The process does not replace traditional tracking but complements it. Imported conversions are treated like other conversions for reporting and automated bidding strategies, provided they are configured correctly and associated with a dedicated conversion action.
Difference from direct tracking
Direct tracking happens through a tag placed on the thank-you page or in the app, which signals the conversion at the moment it occurs. Import, on the other hand, happens later and requires the external source to retain the click identifier until the conversion is recorded.
When it makes sense to import conversions
Import is particularly suitable when the conversion path does not end online or when the final data is only available in an internal system. Typical scenarios include sales closed over the phone, orders managed by an ERP, bookings confirmed manually, and transactions recorded at physical points of sale.
Another common case involves offline conversions that depend on a qualification process, such as a lead being verified by a sales rep. In these situations, the conversion value may only be available after several days, and import lets you update the data without modifying the site.
Offline conversions and enhanced conversions
Offline conversions are events that occur outside the digital channel and are uploaded later. Enhanced conversions, on the other hand, enrich the data sent with hashed information provided by the user, such as email address, to improve attribution when cookies are not available.
The stages of the import process
The process consists of a few main stages. First, you create a dedicated conversion action with the origin “imported,” which generates a unique identifier. Then you collect data from the external source, including at least the click identifier, the date and time of the conversion, and, if available, the monetary value.
Next, the data is formatted according to the required schema and uploaded via file, linked spreadsheet, or automated connection. Finally, Google Ads processes the file, checks the match with recorded clicks, and associates the conversions with the relevant campaigns.
What sources can provide the data
The most common sources are manually uploaded files, linked spreadsheets, and integrations with external platforms. The choice depends on how often conversions are updated and the level of automation available in the organization.
What is needed for the conversion to be associated with the click
For import to work, the click identifier must have been saved at the time of the visit and retained until the conversion. If this parameter is missing or expires, the conversion cannot be linked to the click and is discarded.
Comparing import methods
| Method | Update frequency | Automation | Best for |
|---|---|---|---|
| Manual file upload | Occasional | Low | Low volumes and initial tests |
| Linked spreadsheet | Periodic | Medium | Teams already using shared sheets |
| Integration with external platform | Continuous | High | Companies with structured management systems |
| Enhanced conversion with user data | Continuous | High | Cookie-less attribution |
| Import from mobile app | Continuous | High | Conversions in separate apps |
Steps to follow in practice
- Clearly define which external events should be considered conversions and with what value.
- Create a conversion action in Google Ads with imported origin and give it a recognizable name.
- Verify that the site or app saves the click identifier along with user data.
- Collect the identifier, date, time, and conversion value from the external source.
- Format the data according to the required schema, respecting time zones and date formats.
- Upload the data using the chosen method and check the processing report.
- Correct any discarded rows due to missing or mismatched identifiers.
- Monitor over time the consistency between imported conversions and actual revenue.
Frequently asked questions
What is the difference between an imported conversion and a tracked conversion?
A tracked conversion is recorded automatically by a tag when the user completes the action, while an imported conversion is uploaded later from an external source. Both contribute to campaign reporting but follow different technical paths.
What data is required to import a conversion?
At minimum, you need the click identifier, the date, and the time of the event. The monetary value is optional but recommended when you want to optimize the campaign based on return on investment.
Why are some imported conversions discarded?
The most common reasons are missing click identifier, invalid date format, or too long a time gap between click and conversion. An identifier that has already been used can also cause the row to be discarded.
Do imported conversions influence automated bidding strategies?
Yes, if the conversion action is included among those considered by the bidding strategy. In that case, the platform uses them to adjust bids, provided the data arrives regularly and is reliable.
How long does the click identifier remain valid?
The attribution window depends on the conversion type and the action settings. In general, the longer the interval between click and conversion, the higher the risk that the data will not be associated correctly.
Can I import conversions with values in different currencies?
The value must be expressed in the currency of the Google Ads account. If the external source uses a different currency, you need to convert the amounts before uploading to avoid errors in reporting.
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