skill-080-offline-conversion-import

Skill 080: Offline Conversion Import

Purpose

Verify that offline conversions (sales calls, in-store purchases, CRM-tracked deals) are being imported back to Google Ads. Offline conversion import enables Smart Bidding to optimize for actual business outcomes, not just website actions.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/conversion_actions.md - Conversion action types (look for UPLOAD_CLICKS, UPLOAD_CALLS, STORE_SALES)
• data/performance/campaigns/*/campaign_metrics_30_days.md - Conversion counts

Reference GAQL:

SELECT
  conversion_action.id,
  conversion_action.name,
  conversion_action.type,
  conversion_action.origin,
  conversion_action.status,
  conversion_action.include_in_conversions_metric
FROM conversion_action
WHERE conversion_action.type IN ('UPLOAD_CLICKS', 'UPLOAD_CALLS', 'STORE_SALES', 'STORE_SALES_DIRECT_UPLOAD')
  AND conversion_action.status = 'ENABLED'

Use /google-ads:get-custom to check offline conversion import status.

Analysis Steps

1. Identify offline conversion actions: Filter for UPLOAD_CLICKS, UPLOAD_CALLS, STORE_SALES types.
2. Check import activity: Look for recent conversions on offline actions.
3. Assess pipeline health: Import frequency, match rate, latency.
4. Identify gaps: B2B/lead gen accounts without offline import.

Thresholds

Condition	Severity
B2B/Lead Gen with no offline conversion tracking	Critical
Offline action configured but no imports in 30+ days	Critical
Import match rate < 50%	Warning
Import delay > 14 days	Warning
GCLID not captured in forms	Warning

Output

Short (default):

## Offline Conversion Import Audit

**Account:** [Name] | **Offline Actions:** [X] | **Issues:** [Y]

### Offline Conversion Actions
| Action | Type | Status | Last 30d Conv |
|--------|------|--------|---------------|
| [Name] | [Upload type] | [Active/Inactive] | [Count] |

### Critical ([Count])
- **[Issue]**: [Description] -> [Fix]

### Recommendations
1. [Priority action]
2. [Secondary action]