Offline conversions glossary

49 terms in plain words, each with a link to the page that goes deeper. New to the topic? Start with the complete guide to offline conversion tracking.

Ads Warmup

Uploading past customers by CSV, up to 20,000 rows on a paid plan, so a new ad account learns from real buyers first. Ads Warmup

Attribution window

How long after a click a conversion can still be credited to that click. It differs per platform. Platform rules

Auto-tagging

A Google Ads setting that adds the GCLID to every ad link. Offline imports by click ID need it switched on. Google Ads offline conversions

Booked

The lead has an appointment or call on the calendar. HighLevel conversion tracking

Click ID

A code an ad platform adds to your link when someone clicks an ad. It is how a later sale is tied back to that one click. The five things every setup needs

Consent

A visitor's permission to be tracked. In the EU the long-lived visitor cookie needs it. DataCops has a built-in consent manager (IAB TCF v2.2). Consent manager

Conversion action

A named goal in Google Ads, such as Lead or Purchase, that conversions are counted against. Google Ads offline conversions

Conversion value

The money amount attached to a conversion, such as the size of a won deal. Choosing what to send

Conversions API

A way for your server, not the visitor's browser, to send events to Meta, TikTok or LinkedIn. It is how Meta takes offline events now. Conversion API

Data layer

A block of data on your page, such as form values, that tags read from. Offline conversions docs

Data Manager API

The Google API that new integrations are asked to use, from June 2026, for sending conversion data. Google Ads offline conversions

Dataset

The place in Meta where your Conversions API events land. It replaced offline event sets. Meta offline conversions

Deduplication

Making sure one sale is counted once even if it is reported twice. DataCops removes duplicates by event ID and order ID. Never count twice

Delivery log

A row per send showing whether it was sent, held, skipped or failed, and why. Why uploads fail

Enhanced conversions for leads

A Google Ads method that matches a lead by hashed email or phone instead of a click ID. It has a 63-day window. Google Ads offline conversions

Event

One thing you report to an ad platform, such as Lead, Purchase or Schedule. Offline conversions docs

Event ID

A unique label on one event. Send the same ID from the pixel and the server and the platform counts it once. Offline conversions docs

Event Match Quality

Meta's score for how well an event can be matched to a person. More match keys usually raise it. Meta offline conversions

fbc and fbp

Two Meta cookies. fbc holds the click ID, fbp identifies the browser. Sending them helps Meta match an event. Meta offline conversions

fbclid

The Meta click ID added to links from Facebook and Instagram ads. Meta offline conversions

First-party cookie

A cookie set from your own domain, which browsers treat more kindly than one from an ad company. First-party analytics

GBRAID

A Google Ads click ID used for some iOS app-to-web traffic, in place of the GCLID. Google Ads offline conversions

GCLID

The Google Ads click ID, added to your link when auto-tagging is on. Google ignores uploads more than 90 days after the click. Google Ads offline conversions

Hashing

Turning an email or phone into a scrambled code before sending, so the platform can match it without reading it. Platform rules

Health mode

A DataCops setting that cuts page links to the domain, uses neutral event names and hashes contact details, for health advertisers. Health and wellness

Lead stage

A step a lead passes through in your CRM, such as new, booked, showed, won or paid. Choosing what to send

li_fat_id

The LinkedIn click ID. LinkedIn can also match on hashed email, or on name plus company or job title, but not on phone. LinkedIn Conversions API

Link Tracking Protection

An iOS 17 feature that can strip click IDs like gclid and fbclid from links. ITP explained

Match key

The detail used to find the click behind a sale, usually email or phone, when the click ID is missing. The five things every setup needs

Match rate

The share of your uploaded conversions that a platform could tie to a click or person. The nine places a click gets lost

Offline conversion

A sale or step toward a sale that happens away from your website, such as a booked call, a deal won in your CRM or a paid invoice, reported back to the ad platform. Offline conversions guide

Offline Conversions API (Meta)

Meta's older upload route for offline sales. Meta shut it down in May 2025, and offline events now go through the Conversions API. Meta offline conversions

Offline import

Uploading offline sales to an ad platform, by file or API, so they attach to earlier clicks. Ads Warmup

Online conversion

An action on your website that a pixel can see, like a form fill, signup or checkout. Offline conversions guide

Pixel

A script in the visitor's browser that reports what they do on your page. It cannot see what happens later in your CRM. Why the pixel stops at the form

Primary conversion action

A goal Google Ads uses for bidding and shows in your main Conversions column. Google Ads offline conversions

Qualified lead

A lead your team judged a real opportunity. A useful signal for your ads in long B2B sales. Lead generation

Real people only

A DataCops per-platform switch, off by default, that stops visits flagged as bots from being sent. CRM events carry no bot check. Click fraud protection

Safari ITP

Intelligent Tracking Prevention, Safari's limits on tracking. Cookies set by a browser script last 7 days, or 24 hours after a tracker link. ITP explained

Sales cycle

The time from first click to closed sale. Long cycles are why click IDs must last and stages must be sent on time. The nine places a click gets lost

Secondary conversion action

A goal Google Ads tracks and reports but does not bid on. DataCops conversion actions start as secondary. Google Ads offline conversions

Server-side tracking

Sending events from a server instead of the browser. It survives ad blockers and browser limits better. DataCops sends from your own subdomain. Conversion API

Showed

The lead attended the appointment. It filters out no-shows. HighLevel conversion tracking

Smart Bidding

Google's automatic bidding, which learns from the conversions you report. It only learns from what you send. Target CPA vs Maximize conversions

ttclid

The TikTok click ID added to links from TikTok ads. TikTok Events API

UTM

Labels added to a link (source, medium, campaign) that say where a visit came from. First-party analytics

WBRAID

A Google Ads click ID used for some iOS web-to-app traffic, in place of the GCLID. Google Ads offline conversions

Webhook

A web address that receives data when something happens. Your CRM posts a sale to your private DataCops webhook. CRM webhook guide

Won

The deal closed, usually with a value. Choosing what to send

See also Meta, Google Ads, LinkedIn, TikTok and pricing.