skill-109-offline-conversion-freshness

Skill 109: Offline Conversion Import Freshness

Purpose

Verify that offline conversion data is imported timely. Stale offline data reduces its value for Smart Bidding optimization - fresh imports within 1-3 days maximize effectiveness.

Data Requirements

Data Source: Custom GAQL Required

GAQL Query:

SELECT
  segments.conversion_lag_bucket,
  segments.conversion_action_name,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE segments.date BETWEEN '{start_date}' AND '{end_date}'

Run via /google-ads:get-custom with query name offline_conversion_lag.

Standard Data:

• data/account/conversion_actions.md - Identify offline conversion sources

Analysis Steps

1. Identify Offline Conversions: Find CRM, phone call, store visit conversion actions
2. Assess Import Mechanism: Manual upload, scheduled, API integration, CRM sync
3. Evaluate Import Frequency: Check timing lag from click to conversion import
4. Identify Freshness Issues: Batched imports, >7 day lag, gaps in data

Thresholds

Condition	Severity
Offline conversions >14 days after click	Critical
No automated import pipeline	Warning
All offline conversions import on same day (batched)	Warning
Import gaps or failures detected	Warning
Import lag 8-14 days	Info

Output

Short (default):

## Offline Conversion Freshness Audit
**Account:** [name] | **Offline Actions:** [count] | **Avg Lag:** [X days] | **Issues:** [count]

### Critical
- **[conversion] averaging [X] day import lag** - Smart Bidding signal degraded

### Warnings
- **Manual upload process** - Set up automated CRM sync
- **All imports on Mondays** - Batched, not real-time

### Recommendations
1. Implement daily automated import pipeline
2. Target 1-3 day import lag for maximum Smart Bidding value
3. Set up GCLID capture in CRM forms

Detailed adds:

• Conversion lag distribution table
• Import mechanism assessment
• Recommended import frequency by business type
• GCLID management checklist