Users who click on ads do not necessarily make a purchase online. They can order the goods by phone or purchase it in store. Importing offline conversions allows you to find out what offline actions the user does after clicking on the ad.
The main advantage of this is that you can identify the most effective keywords and targeting criteria and use them to optimize your campaigns to increase profits.
It is recommended to record a conversion in the following cases:
- When a purchase was made offline (for example, by phone)
- 30 days have already passed after the online sale (in this case, you can exclude transactions that resulted in a return of goods);
- A purchase was made by a new customer
- A customer made their second purchase
Read more about the types of offline conversion tracking in Google Ads.