Measuring And Reconciling

Once offline conversions flow in, they attribute back to the campaigns and keywords that earned the click, and your bidding can optimize toward closed revenue. A few realities shape how you read the numbers.

What to watch

• Lag: deals close days or weeks after the click, so recent periods look incomplete.
• Match rate: not every conversion matches a click; track the percentage that does.
• Data quality: a dropped click id or mistyped conversion name breaks the match silently.
• Reconciliation: your CRM is the source of truth; check platform totals against it.

Treat the CRM as ground truth and the ad platform as a view of it. When they drift, the cause is almost always capture (a missing id) or import (a naming or timing mismatch).