How to Import Offline Conversions to Google Ads Using Google Sheets

Google Sheets offers the simplest way to import offline conversions to Google Ads. No coding, no API setup, no third-party tools.

If your conversions happen offline - phone sales, in-person meetings, or CRM deal closures - you can track them in a spreadsheet and upload them directly to Google Ads.

This guide walks through the complete process from GCLID capture to scheduled imports.

Why Use Google Sheets for Offline Conversions

Google Sheets works well for businesses that:

Have a manageable volume of offline conversions
Already track leads and sales in spreadsheets
Want a simple setup without technical complexity
Need a quick way to start importing before building automations

For high-volume imports or fully automated workflows, API integrations or Zapier may be better. But for most small to mid-sized businesses, Google Sheets handles the job.

What You Need Before Starting

Before setting up the import process, confirm you have:

A Google Ads account with conversion tracking enabled
GCLID capture on your website forms
A system for recording when leads convert (CRM, spreadsheet, or manual tracking)
Access to Google Sheets

The GCLID is essential. Without it, Google Ads cannot connect your offline conversion to the original ad click.

Step 1: Capture the GCLID on Your Website

When someone clicks a Google Ad, the URL includes a GCLID parameter:

https://yoursite.com/contact?gclid=EAIaIQobChMI...

You must capture this value and store it with the lead.

Add GCLID Capture to Your Forms

Add this JavaScript to your website:

<script>
function getParam(p) {
  var match = RegExp('[?&]' + p + '=([^&]*)').exec(window.location.search);
  return match && decodeURIComponent(match[1].replace(/\+/g, ' '));
}

function setCookie(name, value, days) {
  var expires = "";
  if (days) {
    var date = new Date();
    date.setTime(date.getTime() + (days * 24 * 60 * 60 * 1000));
    expires = "; expires=" + date.toUTCString();
  }
  document.cookie = name + "=" + (value || "") + expires + "; path=/";
}

function getCookie(name) {
  var nameEQ = name + "=";
  var ca = document.cookie.split(';');
  for (var i = 0; i < ca.length; i++) {
    var c = ca[i];
    while (c.charAt(0) == ' ') c = c.substring(1, c.length);
    if (c.indexOf(nameEQ) == 0) return c.substring(nameEQ.length, c.length);
  }
  return null;
}

var gclid = getParam('gclid');
if (gclid) {
  setCookie('gclid', gclid, 90);
}

window.addEventListener('load', function() {
  var gclidField = document.querySelector('input[name="gclid"]');
  if (gclidField) {
    gclidField.value = getCookie('gclid') || '';
  }
});
</script>

Add a hidden field to your forms:

<input type="hidden" name="gclid" value="">

When leads submit, the GCLID travels with their information into your CRM or spreadsheet.

Step 2: Create an Offline Conversion Action in Google Ads

You need a conversion action to receive the imported data.

In Google Ads, go to Goals → Conversions → Summary
Click New conversion action
Select Import
Choose CRM, files, or other data sources
Select Track conversions from clicks
Name your conversion action (e.g., “Offline Sale” or “Qualified Lead”)
Assign a value (use “Use different values for each conversion” if values vary)
Set the conversion window to match your sales cycle
Save

Write down the exact conversion action name. You will need it in your spreadsheet.

Step 3: Set Up Your Google Sheet

Create a new Google Sheet with the following columns:

Google Click ID	Conversion Name	Conversion Time	Conversion Value	Conversion Currency
EAIaIQobChMI…	Offline Sale	2026-02-28 14:30:00	500	USD

Column Requirements

Google Click ID (required) The GCLID captured from the original click. Must be valid and not truncated.

Conversion Name (required) The exact name of your conversion action in Google Ads. Must match precisely, including capitalization.

Conversion Time (required) When the conversion occurred. Use one of these formats:

2026-02-28 14:30:00
2026-02-28T14:30:00Z
Feb 28, 2026 2:30:00 PM

Include the timezone or use UTC to avoid attribution errors.

Conversion Value (optional but recommended) The monetary value of the conversion. Use numbers only, no currency symbols.

Conversion Currency (optional) The three-letter currency code (USD, EUR, GBP). Required if you include a value and your account uses multiple currencies.

Step 4: Format the Data Correctly

Google Ads is strict about formatting. Common mistakes cause import failures.

GCLID Formatting

Do not add spaces or line breaks
Do not truncate the GCLID (they are long)
Paste as plain text to avoid hidden characters

Time Formatting

Google Sheets may auto-format dates. To ensure correct formatting:

Select the Conversion Time column
Go to Format → Number → Plain text
Enter times manually in the correct format

Alternatively, use a formula to format timestamps:

=TEXT(A2, "yyyy-mm-dd hh:mm:ss")

Value Formatting

Use numbers only (500, not $500)
Use periods for decimals (129.99, not 129,99)
Do not include thousand separators

Step 5: Download as CSV

Google Ads imports CSV files, not Google Sheets directly.

Go to File → Download → Comma-separated values (.csv)
Save the file to your computer
Open the CSV in a text editor to verify formatting looks correct

Check that:

Each row has the same number of columns
No extra commas or line breaks exist
Special characters display correctly

Step 6: Upload to Google Ads

Now import the conversions.

In Google Ads, go to Goals → Conversions → Uploads
Click the blue plus button
Select Upload file
Choose your CSV file
Click Preview to check for errors
If no errors appear, click Apply

Google Ads validates each row. Errors display with explanations so you can fix and re-upload.

Step 7: Verify the Import

After uploading, check that conversions appear correctly.

Go to Goals → Conversions → Summary
Find your offline conversion action
Check that conversion counts increased

Processing can take several hours. If conversions do not appear after 24 hours, check the upload history for errors.

Setting Up Scheduled Imports

Manual uploads work, but scheduled imports save time.

Connect Google Sheets to Google Ads

In Google Ads, go to Goals → Conversions → Uploads
Click Schedules
Click the blue plus button
Select Google Sheets as the source
Sign in and authorize access
Select your spreadsheet and sheet
Set the upload frequency (daily, weekly)
Save

Google Ads will automatically import new rows on your schedule. Keep adding conversions to the same sheet, and they upload automatically.

Best Practices for Scheduled Imports

Use a dedicated sheet that only contains upload data
Add new conversions to the bottom of the sheet
Do not delete or modify uploaded rows
Keep column headers in the first row
Ensure the sheet remains shared with your Google Ads account

Example Spreadsheet Template

Here is a complete example:

Google Click ID	Conversion Name	Conversion Time	Conversion Value	Conversion Currency
EAIaIQobChMItest1234567890	Qualified Lead	2026-02-25 10:15:00	0	USD
EAIaIQobChMItest0987654321	Closed Sale	2026-02-26 14:30:00	2500	USD
EAIaIQobChMItest1122334455	Closed Sale	2026-02-27 09:45:00	1800	USD
EAIaIQobChMItest5566778899	Qualified Lead	2026-02-28 11:00:00	0	USD

You can duplicate this structure and replace with your actual data.

Common Errors and Fixes

”Invalid Google Click ID”

The GCLID is malformed or truncated
The click happened outside your conversion window
The click was not from Google Ads

”Conversion action not found”

The conversion name does not match exactly
Check capitalization and spacing
Verify the conversion action exists in the correct account

”Invalid time format”

Use a supported format: yyyy-mm-dd hh:mm:ss
Remove timezone abbreviations (use offset or UTC)
Check for hidden characters from copy-paste

”Duplicate conversion”

The same GCLID and conversion time already exist
Add a unique order ID column to distinguish transactions

Adding Order IDs to Prevent Duplicates

If you import the same conversion multiple times, Google Ads may count duplicates. Add an Order ID column to prevent this.

Google Click ID	Conversion Name	Conversion Time	Conversion Value	Conversion Currency	Order ID
EAIaIQobChMI…	Closed Sale	2026-02-28 14:30:00	500	USD	ORD-12345

Each Order ID must be unique. Google Ads uses it to deduplicate imports.

Tracking Multiple Conversion Types

You can track different stages in the same spreadsheet:

Qualified Lead (value: 0)
Proposal Sent (value: 0)
Closed Sale (value: deal amount)

Use the Conversion Name column to specify which action each row represents. Google Ads attributes each row to the correct conversion action.

Key Takeaway

Google Sheets provides a straightforward way to import offline conversions without technical setup.

The process requires capturing GCLIDs on your website, maintaining a properly formatted spreadsheet, and uploading to Google Ads manually or on a schedule.

Once connected, Google Ads receives your offline conversion data and uses it to optimize campaigns. Smart Bidding learns which clicks lead to real customers, improving lead quality and return on ad spend.

For businesses just starting with offline conversion tracking, Google Sheets is the fastest path to better data.

Server-Side Tracking vs Offline Conversion Import: What's the Difference?

7 min read

Server-Side TrackingOffline Conversion ImportGoogle AdsGoogle Tag ManagerConversion TrackingServer-Side Tracking Series

GCLID Stripped by Redirects: Why Your Conversions Are Unattributed and How to Fix It

12 min read

GCLIDGoogle AdsConversion TrackingRedirectsAttributionGTM Advanced Series

How to Set Up Offline Conversion Imports with Zapier and Webhooks

10 min read

Offline Conversion ImportGoogle AdsZapierWebhooksCRM IntegrationServer-Side Tracking Series

Adnan Agic

Google Ads Strategist & Technical Marketing Expert with 5+ years experience managing $10M+ in ad spend across 100+ accounts.

Need Help With Your Google Ads?

I help e-commerce brands scale profitably with data-driven PPC strategies.

Get In Touch