Google Ads is introducing a new capability that allows advertisers to combine website conversion data with offline information, helping improve conversion measurement and bidding accuracy.
The feature is part of Google’s multi-source conversions beta and allows advertisers to connect an additional data source through Google Ads Data Manager or the Data Manager API.
Google uses the transaction ID to match an offline record with the corresponding conversion captured by a website tag. When the tag records a conversion but misses customer-provided details such as an email address, phone number or physical address, the matching offline upload can provide the missing information.
Google recommends sending the additional data within 24 hours to support Enhanced Conversions matching and bidding performance.
Offline uploads can also be used to update conversion values. For instance, advertisers can send a final order amount, upsell or refund from a CRM or order database. For a matching transaction, the uploaded value can replace the value originally recorded by the website tag.
This means advertisers can combine data from backend systems with information collected at the time of conversion, giving Google a more complete view of customer activity for measurement and Smart Bidding.
However, not every field in an offline upload replaces the original tag data. For matched transactions, fields such as GCLID are ignored, while the supplemental source is mainly used to fill missing customer information and update conversion values.
Newly connected data sources also undergo a 14-day trial period. During this period, additional conversions may appear in reporting and diagnostics but will not be used for bidding. Conversion-value updates are also disabled during the trial.
Google is increasingly using first-party and backend data alongside browser-based measurement. Multi-source conversions bring these signals into a single conversion action, helping recover conversion information affected by browser restrictions or ad blockers.
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