[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Foffline-conversions-to-optimise-your-paid-search-activity":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":13,"acf":22,"head_links":355,"breadcrumbs":356,"reading_minutes":169,"category":364,"head":366},"2024-04-29T17:08:57",{"rendered":6},"\n\u003Cp>\u003Cstrong>This article continues our exploration into how to use Google Ads to drive online traffic to your offline brick-and-mortar store. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fdrive-online-traffic-into-stores-with-google-ads\u002F\">Click here\u003C\u002Fa> to read more about it. If you want to learn how to measure offline conversion to help optimise your paid search activity, read on.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Understanding the value of your offline conversions is a key element in measuring the success of your paid advertising efforts, which is why Google has created a way we can understand how much in-store foot traffic your location-based ads are driving.\u003C\u002Fp>\n\n\n\n\u003Cp>Shop visit conversions help measure the full value of your ads by accounting for the additional conversions that happen offline. You can assign a value to a shop visit to estimate in-store revenue, which will ensure you can measure total revenue and return on ad spend.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center has-large-font-size\">\u003Cstrong>Shop Visit Conversion Value = Average in-store conversion rate x in-store average order value\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>When it comes to optimising campaigns to drive store visits, it’s not always as simple, especially for businesses that sell products or services at varying price points, therefore the account-level shop value isn’t flexible enough. In this case, advertisers can set a higher shop visit value for specific campaigns that contain higher-value products or implement the opposite, in which case you’ll need to decrease the visit value by 50% for campaigns that promote low-margin products. \u003C\u002Fp>\n\n\n\n\u003Cp>This conversion action can then be added to your Performance Max campaign for shop goals so that this campaign solely reports on store visits.\u003C\u002Fp>\n\n\n\n\u003Cp>Google has created a useful video to help you understand assigning a value for your shop visits \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=yg02AdLSXIM\">here\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"leveraging-offline-conversion-imports-oci-to-inform-your-bid-strategies-and-enhance-reporting\">\u003Cstrong>Leveraging offline conversion imports (OCI) to inform your bid strategies and enhance reporting\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Relying solely on online conversion data has the potential to neglect crucial insights into how your online paid advertising efforts are impacting offline actions.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Fgoogle-ads-image.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-28177\" width=\"545\" height=\"306\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F7012522?sjid=6448739306611969227-EU\">\u003Cstrong>Standard (OCI\u003C\u002Fstrong>\u003C\u002Fa>\u003Cstrong>)\u003C\u002Fstrong> helps measure conversions up to 90 days after a click. Importing these directly into Google Ads can enhance your reporting and provide visibility on how online clicks drive offline actions, helping to distinguish between clicks and queries that lead to high vs low-quality leads. \u003C\u002Fp>\n\n\n\n\u003Cp>The standard OCI uses the Google Click ID (GCLID) as a primary match key, therefore you need to modify your CRM to integrate this parameter. \u003C\u002Fp>\n\n\n\n\u003Cp>Understanding how standard OCI works can be explained in some key steps:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>The user clicks on the ad and arrives on your website\u003C\u002Fli>\n\n\n\n\u003Cli>User submits a web form which becomes a lead for your business\u003C\u002Fli>\n\n\n\n\u003Cli>You store the lead information along with the GCLID in your CRM\u003C\u002Fli>\n\n\n\n\u003Cli>After the lead is closed offline you can import the GCLIDs corresponding to final sales or any qualified action back into Google Ads for optimisation.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F11021502?hl=en-GB\">\u003Cstrong>Enhanced conversions for leads\u003C\u002Fstrong>\u003C\u002Fa> is a new technology that allows you to leverage hashed personal information such as email addresses or phone numbers as a primary match key, so the main difference between this type of offline conversion import and Standard OCI is that no change in CRM is required for enhanced conversions for leads. \u003C\u002Fp>\n\n\n\n\u003Cp>The process from when a user clicks on the website works similarly to standard OCI, but when a lead form is submitted, it also sends hashed information to Google. When the user converts, you’ll need to upload the hashed lead info and Google matches the hashed info back to the ad that drove the lead. The data is sent to Google servers encrypted via HTTPS, which means in instances where a hashed value matches that of a Google user, a conversion is recorded.\u003C\u002Fp>\n\n\n\n\u003Cp>To find out more about the different types of offline conversion imports, click \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F2998031?hl=en-GB\">here\u003C\u002Fa>\u003C\u002Fp>\n",false,"standard",[10],40,[],[],[14,15,16,17,18,19,20,21],"post-28170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":23,"hero":165},[24,112],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"How to measure offline conversions to optimise your paid search activity and improve ROAS",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":33,"full_bio":37,"specialist_service_links":38,"photo":57},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[39],{"page":40,"link_text":56},{"ID":41,"post_author":42,"post_date":43,"post_date_gmt":43,"post_content":44,"post_title":45,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":48,"to_ping":44,"pinged":44,"post_modified":49,"post_modified_gmt":49,"post_content_filtered":44,"post_parent":50,"guid":51,"menu_order":50,"post_type":52,"post_mime_type":44,"comment_count":53,"filter":54,"url_path":55},33,"98","2020-03-12 15:00:28","","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":58,"id":58,"title":59,"filename":60,"filesize":50,"url":61,"link":62,"alt":44,"author":63,"description":44,"caption":44,"name":64,"status":65,"uploaded_to":50,"date":66,"modified":66,"menu_order":50,"mime_type":67,"type":68,"subtype":69,"icon":70,"width":71,"height":72,"sizes":73},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 11:54:30","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":74,"thumbnail-width":75,"thumbnail-height":75,"medium":76,"medium-width":77,"medium-height":78,"medium_large":79,"medium_large-width":80,"medium_large-height":81,"large":82,"large-width":83,"large-height":84,"1536x1536":85,"1536x1536-width":86,"1536x1536-height":87,"2048x2048":88,"2048x2048-width":89,"2048x2048-height":90,"post-thumbnail":91,"post-thumbnail-width":92,"post-thumbnail-height":93,"12_col":94,"12_col-width":95,"12_col-height":96,"default_landscape":97,"default_landscape-width":98,"default_landscape-height":72,"default_portrait":99,"default_portrait-width":72,"default_portrait-height":98,"6_col_and_margin_short":100,"6_col_and_margin_short-width":92,"6_col_and_margin_short-height":96,"11_col_and_margin":101,"11_col_and_margin-width":102,"11_col_and_margin-height":96,"9_col_rectangle":103,"9_col_rectangle-width":104,"9_col_rectangle-height":105,"11_col":106,"11_col-width":107,"11_col-height":96,"staff_image_696_600":108,"staff_image_696_600-width":71,"staff_image_696_600-height":72,"rectangular_thumbnail":109,"rectangular_thumbnail-width":110,"rectangular_thumbnail-height":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":113,"reduced":26,"top_overlap":114,"bottom_underlap":114,"disable_observer":-1,"heading":115,"cta_text":116,"cta_link":117,"items":118},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[119,139,154],{"type_key":15,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":136},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[127,130,133],{"name":128,"image":129},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":131,"image":132},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":134,"image":135},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":137,"name":138},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":15,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":144,"image":145,"authors":146,"category":153},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[147,150],{"name":148,"image":149},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":151,"image":152},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":137,"name":138},{"type_key":15,"title":155,"excerpt":156,"to":157,"postedAt":158,"readingTime":124,"image":159,"authors":160,"category":164},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[161,163],{"name":162,"image":149},"Harry Clements",{"name":151,"image":152},{"to":137,"name":138},{"type":166,"style":167,"heading":27,"date":4,"updatedAt":168,"reading_minutes":169,"image":170,"imageAlt":27,"categories":171,"collections":354},"blog-post","light","2024-04-29T17:08:58",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F04\u002Ftowfiqu-barbhuiya-HNPrWOH2Z8U-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[172],{"id":10,"count":173,"description":174,"link":137,"name":138,"slug":175,"taxonomy":176,"parent":50,"meta":177,"acf":178,"head_links":179,"resource_count":180,"yoast_title":181,"yoast_meta":182,"yoast_json_ld":227,"_links":326,"path":137},272,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[183,185,188,191,194,197,200,202,204,206,209,212,215,218,221,224],{"property":184,"content":181},"title",{"property":186,"content":187},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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