Offline Conversions
Part of Offline conversion imports
Defining a qualified lead event for ad platforms
Define the CRM decision, event time and status rules behind a qualified-lead import so the ad-platform event has a consistent meaning.
A qualified-lead event records the moment a team accepts an enquiry under a written rule. It is not the form submission and does not promise a sale. Before importing the event into an ad platform, define the trigger, decision time and how pending or changed cases are treated.
Specify the decision
Write an acceptance rule the receiving team can apply from information it actually records. For an Australian service business, that might include the requested service, job location, customer type and enough detail to follow up. These are possible business criteria, not Google Ads requirements.
Question / Decision to record
- What qualifies?
- The offer-fit criteria and who can confirm them
- What remains pending?
- Requests awaiting information or review
- When does the event happen?
- The first confirmed acceptance decision under the rule
- Can it change?
- How later information, reversals and rule changes are recorded
Keep a stable lead ID, submitted time, current status, decision time and reason for rejection or reversal. A suitable lead that does not buy remains a qualified lead under the original rule; a closed sale is another event.
If a pending request later becomes acceptable, use the time it was accepted. If the team changes its criteria, date the rule change so old and new qualified-lead counts can be interpreted separately.
Map that decision to Google Ads
Google Ads Help documents qualified leads and converted leads. If both are measured, give those stages separate conversion actions.
Name the qualified action for the decision being recorded, such as an accepted service enquiry. Send the qualification time as the conversion time, not the earlier submission or export time. The internal lead ID lets the business review its decision; attribution requires matching data accepted by the selected import setup.
Check whether the event is dependable
Compare a small set of accepted, rejected and pending records against the written rule. A different reviewer should be able to reach the same decision from the recorded facts. Check how repeat submissions and amended requests are handled so one acceptance decision is not exported as several events.
If the acceptance rule is inconsistent or decisions remain backlogged, keep the event definition provisional while the business record is corrected.
Key Metrics for Qualified Lead Tracking
- Lead ID Stability
- Must remain unchanged across updates or status changes.
- Decision Time Accuracy
- Recorded at first confirmation, not submission or export.
- Pending Request Handling
- Only count as qualified when formally accepted.
- Rule Change Tracking
- Date changes to distinguish historical and current qualified lead counts.
- Duplicate Prevention
- One acceptance = one event, even if multiple submissions occur.
