Why offline conversions matter
In B2B, the real win happens later. A form submit becomes an opportunity. A proposal becomes a contract. If Google Ads never sees that chain, it keeps bidding for cheap form submits. You spend money on noise.
Offline conversions fix that. You tell Google Ads which clicks led to meaningful outcomes inside ActiveCampaign. With Spectacle, this happens automatically and in real time.
The moving parts, made simple
Click id capture On the first ad session Spectacle captures the Google click id. It stores that id against the person. Your UTM scheme stays intact.
Lifecycle mapping ActiveCampaign is your source of truth for contacts, companies, and deals. Spectacle listens to those objects once you connect AC. When a deal reaches a milestone you care about, Spectacle knows.
Conversion upload Spectacle sends a conversion to Google Ads using Enhanced Conversions. That payload includes the click id if present, plus hashed email or phone if you choose to share those. Google matches it back to the right ad and keyword.
No CSV templates. No schedule to remember. No brittle glue tools.
What to send as a conversion
Start with one or two clear signals.
Sales accepted lead Triggers when a new AC contact reaches an agreed stage that sales works. Purpose is to steer bidding away from low-quality forms.
Closed won deal Triggers when an AC deal is marked won. Uses actual revenue. Purpose is to train bidding on customers.
You can add more later. For example product qualified lead, meeting held, subscription activated. Keep the list short. Each extra signal should optimise bidding, not just fill reports.
Understanding match and lag
Match rate Enhanced Conversions matches by click id first. If that is missing, it uses hashed contact data you allow. In practice that means email and phone produce the biggest lift. You will not get one hundred percent match. That is fine. You care about enough good matches to steer bidding.
Time lag Deals close later than clicks. Expect conversions to appear days or weeks after the original ad interaction. Use Spectacle's Cohort Based Revenue report to review campaign performance. Review the attribution and lag reports in Google Ads to set expectations.
Privacy and consent
Spectacle hashes contact data client-side before sending it to Google. You control which fields to include. Make sure your consent setup covers advertising measurement and audience use. Spectacle respects your consent choices.
Troubleshooting checklist
Conversions not appearing Check that the Google conversion action exists and is set to import. Confirm the mapping in Spectacle points to that action.
Value missing Confirm the AC field has a number at the time the event fires. Check the Spectacle mapping uses the correct field.
Low match rate Enable hashed email and phone. Confirm click ids are being captured. Review domain redirects that might strip parameters.
Double counting Do not send the same business outcome via both web tag and offline upload. Keep one source of truth per action.
Target with precision
Read on with Part three: Build account-based audiences from ActiveCampaign in Google Ads through Spectacle.