---
title: "Google Enhanced Conversions and offline conversion import | Cometly Academy"
description: "Google Ads has two ways to ingest first-party data: Enhanced Conversions for in-page events and Offline Conversion Import for CRM-driven events like deals closed. Cometly handles both automatically, but the events you push to each are different. This lesson covers what to send where and the GCLID handling that ties them together."
source: "https://www.cometly.com/academy/google-enhanced-conversions-and-offline-import"
---

# Google Enhanced Conversions and offline conversion import

Two channels, two integration paths, one source of truth.

- Module 04: Ad Platform Optimization
- Lesson: 4.2
- Track: Both
- Format: Setup
- Read time: 8 min

Google Ads has two ways to ingest first-party data: Enhanced Conversions for in-page events and Offline Conversion Import for CRM-driven events like deals closed. Cometly handles both automatically, but the events you push to each are different. This lesson covers what to send where and the GCLID handling that ties them together.

## Key takeaways

- 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'

Google Ads has the most fragmented first-party data story of any major platform. Enhanced Conversions handles the in-page events, Offline Conversion Import handles the CRM-driven events, and the two are tied together by the Google click ID (GCLID). Cometly handles both — but knowing what flows where helps you debug when things go sideways.

## Why it matters

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

## Common pitfalls

### 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.