Digital Lexicon Hub

The process of sending conversions completed outside an advertising platform back to that platform for measurement and optimization.

Most B2B revenue closes offline, so importing qualified leads and closed deals lets ad platforms optimize toward real pipeline instead of form fills, and shows which campaigns produce revenue.

A SaaS company stores the GCLID on each lead in its CRM. When a lead reaches the sales-qualified stage or a deal closes, a daily sync uploads the GCLID, conversion name, time and deal value to Google Ads.

Imports fail when click IDs are not captured or are lost in form redirects, when uploads arrive after the platform's lookback window, or when hashed identifiers do not match. Long sales cycles delay the signals bidding systems need.

The platform assigns a click identifier, such as Google's GCLID or Meta's fbclid, or matches on hashed customer data such as email and phone. The business stores this key with the lead and later sends conversion events with name, timestamp and value through file upload, API or a CRM connector. The platform matches each event to the original ad interaction and attributes it in reporting and automated bidding. Since 15 June 2026, Google routes new offline conversion and enhanced conversions for leads uploads through the Data Manager API instead of the Google Ads API.