How to import offline conversions into Google Analytics

October 13, 2022

Importing offline conversions is essential for understanding customer journeys, sales sources and ROI and reporting on multiple touchpoints in many funnels. Google Analytics 4 allows to report such conversions by uploading them. This can be done using manual offline events import or using an API integration. This blog post outlines both approaches.

Uploading offline conversions using events data import feature

Google Analytics 4 offers a method to upload offline conversions using event data import. Importing events with this method requires preparing a CSV file with event details and uploading it in the Data Import user interface in Google Analytics.

The CSV file with data should contain details of each conversion, including Google Analytics Client Id (or app_instance_id), event name and details – for example, purchase items that should be included in the conversion, as well as a timestamp indicating when the event occurred.

Only events that occurred in the last 72 hours can be uploaded this way.

Pros: doesn’t require any additional software.

Cons: requires creating a proprietary method for capturing and storing Google Analytics Client Ids, requires manual preparation and upload of a data file every few days.

Uploading offline conversions using Google Analytics Measurement Protocol

Google Analytics Measurement Protocol provides a way to automate import of offline conversions to Google Analytics.

The process of data preparation is similar: each offline conversion must be associated with Google Analytics Client Id that belongs to the customer and then, instead of uploading a file, the offline conversions can be sent to the Google Analytics API.

Pros: allows to create a fully automated unattended process.

Cons: a proprietary process for capturing and storing Google Analytics Client Id is still required, as well as creating an API integration, monitoring it and updating when API changes.

Importing offline conversions into Google Analytics using Able CDP

Able CDP offers an easy-to-use method of importing offline conversions into Google Analytics continuously. Able combines tracking of Client Ids and associating customers with their Clients Ids once they sign up, receiving conversions from popular applications such as payment systems or CRMs and sending them to Google Analytics.

Able CDP provides form tracking that stores source and Client Id of each customer. Able’s form tracking automatically recognizes static web forms (for example, common Wordpress plugins or Webflow), supports dynamic lead magnet widgets such as Sumo, as well as provides a simple method to integrate with single-page application JavaScript forms (such as React.JS and Vue.JS). Tracking of popular e-commerce check-out forms such as WooCommerce is supported as well. Once a form is tracked, Able stores Google Analytics Client Id, allowing to associate any further activity related to this customer with the original Client Id, making sure both First User Source and Session Source dimensions are available for reporting.

Once an offline conversion happens, Able attributes the conversion to the original Google Analytics Client id and sends it to Google Analytics Measurement Protocol in real time. Because the offline conversion is attributed to the original Client Id of the visitor, Google Analytics can use it to display the conversion as originating from the marketing channel, source and campaign associated with the visitor – allowing to measure return on ad spend (RoAS) from each channel and analyze what conversion events and touchpoints happen prior to the purchase.

Able receives offline conversions from popular payment systems such as Stripe, CRMs including Salesforce and Scoro, e-commerce platforms such as WooCommerce and Kajabi, as well as many others. It can also be integrated with proprietary back-office platforms using an offline conversions REST API. If the REST API is used, tracking of Google Analytics Client Ids and attributing sales to them can be performed by Able, making the integration much easier, compared to a direct integration with Google Analytics Measurement Protocol or using integration services such as Zapier.

Pros: no coding required, can be set up quickly and runs completely unattended, importing offline conversions into Google Analytics 4 in real time.

Cons: subscription fee.

How to set up offline conversions import

  1. Sign up for an Able CDP account
  2. Install tracking code on the website. You'll be provided step-by-step instructions after registration
  3. Connect Able to sources of offline conversions such as CRM or payment systems
  4. Connect Able to Google Analytics measurement protocol