Sync offline store conversions

Store sales conversions focus specifically on importing in-store or offline purchase data, often aggregated and matched using customer information rather than individual click IDs.

Overview

This destination service allows you to import offline store sales conversions, enabling you to bring offline transactions into Google Ads. By matching transaction data from your point-of-sale system or customer database, you can measure how your ads drive offline purchases.

Offline Store Conversions are not offline click conversions

In short, offline click conversions track specific clicks leading to offline actions, while store sales conversions measure overall offline sales influenced by ads.

👉 Check the official documentation to learn more about this service

To send Offline Store Sales Conversions, you will need to go through these three steps:

• Creating a Google Ads destination. Refer to the corresponding section for more info

• Creating an event segment composed of all the events you wish to send to Google Ads.

All records of the segment must correspond to a unique conversion action (for instance, purchase), that was previously created in Google Ads.

• Activating the segment to the Google Ads destination to start sending data. Refer to the corresponding section for more info.

DinMo will send all the new Offline Store Sales Conversions each time the activation runs.

Destination Setup

To start sending offline conversion events, you are first required to create a Google Ads destination with the corresponding destination service: Import Store Sales Conversion.

You will need to specify the ad account (also named Customer Id) to which your events will be sent.

If the ad account you are looking for does not appear in the list, it means that the user who connected DinMo to Google Ads does not have the necessary permissions for that account.

User Consent

Since early 2024, it is mandatory to send user consent modes to Google Ads. Failure to comply will result in Google stopping the processing of the data you send.

You can either define the consent mode for all events of the segment, or, at a per-event granularity, if the consent mode is contained in one field of your segment.

Activation Configuration

Once the destination has been setup, and your DinMo segment containing all your Offline Conversion events created, you can create an activation to start sending data to Google Ads right away.

Conversion Action

Select the conversion action you previously set up in your Google Ads account. The dropdown menu displays the conversion action present in your Google Ads account.

As a reminder, the segment you send must contain only one type of conversion. If you want to send multiple action conversions to Google Ads, you need to create multiple segments and activations.

Optional settings: Custom Key

You may optionally include a custom key to segment store sales conversions. If you fill this field, you must map the "Custom Variable" field in the mapping section.

User Consent

If you chose to define the consent mode for all events of the segment, you must enter the value of the two consents in the dedicated section.

Otherwise, it is necessary to map the column corresponding to the consent in the Fields Mapping.

Fields mapping

In the Fields mapping section, you are asked to specify the meaning of the fields of your segment that you wish to send to Google Ads. Any non mapped fields in your segment will not be sent to Google Ads.

Google Ads will use the fields you send to identify the conversions and their values, and recognize each user behind the conversions.

You must map the following fields:

• Transaction time (Required): The timestamp when the conversion took place

• Transaction amount (Required): The monetary value of the transaction

• Currency Code (Required): The currency of the transaction (e.g. EUR for conversions in euros)

• At least one first-party user identifier:

  • Email (Required): The email addresses of the user at the origin of the conversion. It can be in clear text, or hashed (SHA-256)

  • Phone: The phone numbers of the users. E164 format is preferred ('+49xxxxxxxx'). It can be in clear text, or hashed (SHA-256)

To increase the chance of identifying the user behind the conversion, you can also map other first-party identifiers.

The higher the number of fields you send, the most likely Google will be able to identify the users.

By default, the Google API expects transaction values in micros (e.g. 200€ = 200000000 micros €). DinMo performs the conversion automatically so that you do not have to change the conversion value.

Scheduling

In this section, specify how often the conversions should be sent to Google Ads.

All new conversions will be sent in batch to Google Ads at the specified time interval.

We highly recommend setting up at least a daily schedule frequency. Google Ads might indeed reject old conversions.

Warnings

In this section, specify if you want to receive warning for your Google Ads activation.

Consult the specific section to learn more about sync warnings.