Configure offline conversions

Setup → Offline conversion chooses the advertising destinations for conversions generated by progress in your CRM. It does not import CRM data, create a pipeline, or send every Pixel event to an advertising platform.

The division is intentional:

• Use Offline conversion for lead qualification and CRM stages.
• Use Server tracking for a specific action recorded by the CJM Pixel, such as a confirmed purchase on the website.

This keeps a website interaction separate from a business result confirmed in the CRM. The same profile can produce both kinds of Signal when both are useful.

Before you start

You need the relevant platform connected in Setup → Channels. For stage-based conversions, also map your CRM stages in Pipeline → Mapping.

The conversion starts only when CJM receives the expected qualification or stage progress. Configuring a destination does not create a conversion immediately.

Configure Meta

1. Open Setup → Offline conversion.
2. In the Meta card, check that the integration is connected.
3. Find each Meta Pixel that should receive CRM-driven conversions.
4. Turn on Offline Conversion for that Pixel.

Only Pixels already connected in Setup → Channels appear here. You can turn on more than one Pixel when the same CRM conversion must reach several Meta destinations. Turning the switch off stops future CRM-driven sends to that Pixel; it does not remove the Pixel from the Meta integration or delete past Signals.

For a Pixel in Test mode, enter its Test event code when it is shown. Use the test code only to inspect the test event in Meta; it does not prove that the event will be attributed to a campaign.

Configure Google Ads

1. In the Google Ads card, check that the integration is connected and a Customer ID has been selected in the channel connection.
2. Select Create missing.
3. Wait until all five standard CJM actions show as configured: MQL High Intent, MQL High Fit, SQL, Opportunity, and Won.

CJM creates only the missing actions, so repeating the action is safe when the card is incomplete. These actions are the destinations used for their matching CJM qualifications or stages; the page does not ask you to select a different action for each send.

What is sent and when

Lead, Lost, and Disqualified do not create a stage-based conversion. An ordinary lead capture has its own Meta flow and is not configured on this page. For the complete delivery rules, identifiers, and consent requirements, see How conversion Signals work.

The current Setup page has no control to set a fixed conversion value or currency. Do not treat the connection as a revenue setting: make sure the CRM sends the correct monetary value for Opportunity and Won, then inspect the recorded value and currency in Signals.

Verify the result

1. Confirm that the relevant platform and destination are configured.
2. Move a test profile through the mapped CRM stage, using a positive value for Opportunity or Won.
3. Open Signals and find the resulting Meta or Google Ads row.
4. Check its status, conversion name, profile, value, and currency.
5. If it is Active, check the destination platform later if you also need to confirm attribution or reporting.

An Active Signal confirms that CJM recorded a successful platform request. It does not guarantee immediate appearance in an advertising report.

Troubleshooting

• The page asks to connect a platform: connect Meta Ads or Google Ads in Setup → Channels, then return here.
• A Meta Pixel is not listed: add that Pixel to the Meta channel first; the Offline conversion page cannot add it.
• Create missing is unavailable: select the Google Ads Customer ID in the channel connection first.
• No Signal appears: check stage mapping, whether the profile actually reached the qualifying result, consent, available identifiers, and the enabled destination.
• A Signal is an error: open it in Signals, then check the platform connection and its destination-specific configuration.