Offline Conversion Import
The process of sending conversions completed outside an advertising platform back to that platform for measurement and optimisation.
It affects media efficiency, measurement confidence, reach and brand risk, so it informs budget allocation and campaign governance.
A cross-functional team applies Offline Conversion Import in a production initiative, defines ownership and success criteria, tests representative scenarios, monitors outcomes and records corrective actions before scaling.
Platform definitions, identifiers, attribution and privacy controls vary, so figures may not be comparable and reported performance may not establish causality.
The process of sending conversions completed outside an advertising platform back to that platform for measurement and optimisation. In operation, this concept depends on defined inventory, auction or delivery rules, identifiers, attribution windows, consent, quality controls and platform reporting. Teams should document the measurement system and distinguish platform-reported results from independently verified business outcomes.
Data Engineering, Revenue Operations
IAB — Digital Advertising Guidelines — https://www.iab.com/guidelines/; Google Ads Help — https://support.google.com/google-ads/