Free PDF checklist

Find where your offline conversions go missing

Trace a Google Ads lead from the click URL to the form, CRM, upload, and conversion report. The PDF walks you through each handoff.

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A completed upload is only one check

Suppose your CRM shows 20 qualified leads but Google Ads reports nine. The missing 11 may come from lost attribution, an import error, a different count setting, or a date comparison that does not line up. The upload status alone cannot tell you which one.

This PDF helps you check each handoff and keep a record of what you found. It covers website lead forms and later outcomes sent to Google Ads. It also shows where a test click ID is useful and where you need a genuine eligible ad interaction to verify attribution.

First page of the offline conversion tracking checklist, with checks for the outcome, import method, click URL, and redirects — Page 1 of the three-page PDF. The full download continues through form capture, import, and reporting checks.

What you will check

Check the click URL

Confirm auto-tagging is on, then follow a test click ID through the landing page and any redirects. UTM parameters can coexist with GCLID; a redirect that drops it is the problem to fix.

Follow the lead into the form

Check the submitted entry, including a visit that moves from the landing page to a separate form page. A value visible in the browser is not proof it reached the saved lead.

Check the CRM record

Compare the saved form entry with its CRM record. Look for an empty mapping, a shortened or changed click ID, and the actual date and time of the later lead outcome.

Review the conversion action

Name the outcome, check its count setting and conversion window, and confirm whether the campaign uses that action for bidding. These settings affect what appears in reports.

Inspect the import

Use the requirements for your chosen upload method. Check the conversion action, identifier, event time, and any errors shown for the upload job.

Reconcile what Google reports

Review offline data diagnostics, allow for processing time, and compare the same outcome and date basis in your CRM and Google Ads. A successful upload does not mean every event was attributed.

Who this is for

Use it if you manage Google Ads lead generation and need to check why a later qualified lead or sale is missing from conversion reporting. It works as a review list for an existing import and a planning list for a new one. Your form, CRM, and upload method may need different implementation steps.

I built FormTrackr for teams that want to manage website form attribution and later Google Ads uploads in one app. If you would rather use a tool than maintain the process yourself, review the FormTrackr setup and pricing, then test it with your own form and conversion action.