Set up Google Ads Offline Conversions campaigns

Google Ads Offline Conversions is a tool you can use to import offline conversion data directly into your Google Ads account. Google Ads uses this data to optimize ad targeting and enhance overall campaign performance.

The process involves matching offline conversion data with online ad interactions, such as clicks, using unique identifiers like the Google Click ID (GCLID). This matching process helps you record which specific ads lead to offline conversions, providing more accurate and comprehensive campaign attribution.

By integrating offline conversion data, you gain deeper insights into your ad effectiveness and you can make more informed decisions to improve your advertising strategies.

Using Adjust, you can automate the process of sending offline conversion data to Google Ads, including the following:

Before you begin

Requirements

• A Google Ads account
• An app already set up in AppView

Create a Google Ads Conversion action

Before you set up a Google Ads Offline Conversions campaign, you first need to create conversion actions. With these actions, you can define and record the specific offline events that you want to measure.

1. Log in to your Google Ads account.
2. Create a conversion action. There are two ways to create a new action according to version of your Google Ads dashboard:

1. Select Import from the list of conversion types.
2. Select CRMs, files, or other sources -> Track conversions from clicks.
3. From the Data source section, select Skip this step and set up a data source later.
4. Select Continue.
5. Fill in the conversion action required fields and select Add. You can add more by selecting + Add conversion action.
6. Select Save and continue when you are done adding conversion actions.
7. Select Done to finish.

Enable Google Ads Offline Conversions in Adjust

To set up Google Ads Offline Conversion for your app, follow these steps.

1. Under Campaign Lab, select Partners.
2. Select New partner.
3. In the Partner selection screen, search and choose Google Ads Offline Conversions, and select Next. If you don't have a connected Google Ads account, a message appears prompting you to connect an account:
   1. Select Go to Connections.
   2. From the list of partners, search for Adwords/Google Ads.
   3. From the list of services, select Offline Conversions.
   4. Sign in with Google.
   5. Go back to the partner selection and select Reload accounts to choose your newly added account.
4. In the App selection screen, choose your app, and select Next.
5. In the Data sharing screen, select + Map event, choose your Adjust event and Partner event, and select Apply. The Partner event list includes all the conversion actions retrieved from your connected Google Ads account.
6. Review your choices and select Enable partner.

Include the conversion environment

To comply with Google Ads' latest requirements, you must include the conversion_environment parameter when sending offline conversion data. This ensures proper attribution and enables Smart Bidding to optimize your campaigns more effectively.

What is the conversion environment?

The conversion_environment parameter helps Google Ads understand where a conversion occurred—on the web or in an app. Accurate context leads to better reporting, attribution, and campaign performance.

How Adjust handles the conversion environment

Adjust automatically assigns the correct value for the conversionEnvironment parameter based on the data source:

• Mobile SDKs (iOS, Android, Unity and etc.): Adjust sets app as the conversion environment.
• Web SDK: Adjust sets web as the conversion environment.
• Server-to-Server measurement (S2S):
  • If the google_oci_conv_env parameter is included, Adjust uses the provided value (app or web).
  • If not provided, Adjust defaults the environment to unspecified.
  Example:

curl -X 'POST' -d 's2s=1&app_token=a1234b2x3a4o&ip_address=0.0.0.0&created_at=2025-03-23T09:46:47.288Z-0400&sent_at=2025-03-23T09:46:47.288Z-0400&external_device_id=099aa0bc&partner_params=%7B%22google_oci_conv_env%22%3A%20%22app%22%7D' -H 'Authorization: Bearer ADD_YOUR_AUTH_TOKEN_HERE' -H 'User-Agent: Adjust Streaming Job (akka-http)' 'https://s2s.adjust.com/session'

This setup ensures compliance with Google Ads requirements and unlocks key benefits like improved attribution, smarter bidding, and more detailed campaign insights.