Without Offline Conversion Import, Google Ads has no idea which of your form fills became MQLs, demos, or closed-won deals. Bidding optimizes on form fills only — exactly the same problem as Meta. With OCI configured, Google can bid against the deeper events and quality jumps measurably.
Enhanced Conversions
Enhanced Conversions sends hashed first-party data (email, phone, name, address) alongside Google’s standard in-page conversion events. It improves match quality and recovers conversions that would otherwise be lost to ITP. Cometly fires Enhanced Conversions automatically as part of its Google integration.
Use Enhanced Conversions for the events that happen on your site: Lead, Trial Started, First Payment, and any other browser-side conversion.
Offline Conversion Import
Offline Conversion Import (OCI) is how you push CRM-driven events back to Google Ads — MQL, SQL, Demo Attended, Closed-Won, and so on. OCI is keyed off the GCLID, which means you have to capture the GCLID at landing (as a hidden field on every form) and pass it through to your CRM so Cometly can attach it to the right click.
Push Closed-Won as the headline OCI event with the deal amount as the conversion value. That gives Google’s ROAS bidding a real revenue signal to optimize against.
- Capture GCLID as a hidden field on every landing-page form
- Pass GCLID through to HubSpot/Salesforce as a custom property
- Cometly reads the GCLID from the CRM and pushes OCI events keyed off it
- Send Closed-Won amount as the conversion value for ROAS bidding
- Audit the Match Quality column in Google Ads → Conversions weekly
What to watch for.
- Not capturing GCLID at landing
Without GCLID on the original form, OCI has nothing to key off. Add a hidden field to every form.
- Sending Lead as the OCI event
Lead is too shallow. Use OCI for downstream events (MQL, SQL, Closed-Won) and let Enhanced Conversions handle the in-page events.
- Skipping the value parameter
Without conversion value, ROAS bidding can’t function. Always send the deal amount on Closed-Won.
Recap.
- Enhanced Conversions: hashed user data attached to Lead, Trial Started, Purchase events
- Offline Conversion Import: pipeline events (MQL, SQL, Closed-Won) keyed off GCLID
- Capture GCLID as a hidden field on every form for offline conversion import
- Push Closed-Won deal value as the offline conversion value for ROAS bidding
- Watch the Match Quality column in Google Ads — Cometly typically delivers 'Good' or 'Excellent'