Offline conversions and audiences¶

Many sales are completed after the click: a bank transfer paid three days later, an order confirmed by a salesperson, a quote that becomes a deal. The app uploads these results to Google Ads, with the Data Manager API, and feeds Customer Match lists with your customers. Both require the Google connection and the Google Ads account.

Go to Google ‣ Configuration ‣ Settings. These settings are in the Google Ads Offline Conversions block, which requires eCommerce (for purchases and audiences) and CRM (for leads).

Google Ads account¶

In the Google Ads Account setting (administrators only):

Field	Description
Customer ID	The 10-digit Google Ads account that receives the conversions and the audiences, like `123-456-7890`.
Manager Account ID	The manager account (MCC) through which the connected Google user accesses the account. Leave empty if the user has direct access.
Validation Mode	Sends the conversions and the audience members with the “validate only” option: Google checks the requests and records nothing. Use it for the first tests.

Offline purchase conversions¶

With Offline Purchase Conversions, the website orders that carry a Google click identifier (gclid, gbraid, wbraid) or customer data are uploaded to the Google Ads conversion actions that you marked. The click identifiers are stored on the order when the visitor arrives from a Google ad (with marketing consent).

In Google Ads, create a conversion action of type Import > Track conversions from clicks (or use the conversion action of the website itself to complete its conversions). Copy its numeric ID: it is the ctId in the address of the conversion action.
Open the conversion action of the Purchase event (Google ‣ Configuration ‣ Conversion Actions), enable Upload Offline, and paste the number in Conversion Action ID. These two fields only appear on the lines of the Purchase event.
In the settings, enable Offline Purchase Conversions.

With Restate Refunded Orders (enabled by default), when a credit note of an uploaded order is posted, Odoo sends the remaining value of the order: Google Ads replaces the conversion value (conversion adjustment). Click Conversion Actions to open the list.

The conversion is queued as a server event, and Google accepts clicks of the last 90 days: the identifiers are kept in Odoo for the same time (see Retention and debug settings).

Customer Match audiences¶

Customer Match lets you show ads to your own customers or to look-alike audiences. Enable Customer Match in the settings, then click Audiences (or go to Google ‣ Configuration ‣ Customer Match Audiences).

Warning

Only customers who agreed to receive marketing and personalized advertising may be part of a Customer Match audience (Google’s Customer Match policy and the EU user consent policy). Keep the filter limited to them, for example the contacts subscribed to a mailing list that are not blacklisted.

In the Google Ads audience manager (Tools > Shared library > Audience manager), create a customer list with the option Upload emails, phones and/or mailing addresses, and copy its ID.

In Odoo, create an audience:

Field	Description
Name	For example `Newsletter subscribers`.
User List ID	The ID of the customer list in Google Ads.
Customers Consented	You confirm that the customers of the audience agreed. Required: the Synchronise Now button is hidden without it.
Customers	The filter on the contacts to send.

Click Synchronise Now, or wait for the daily scheduled action.

The members are sent with hashed identifiers (email, phone, address). Every day, the contacts that entered the filter are added, the ones whose data changed are updated, and the ones that left (or were deleted) are removed. After a synchronization, Members shows the number of customers sent, and the State is Synchronised or Error (with the reason in Last Error).

screenshot: google-customer-match-audience

menu: Google ‣ Configuration ‣ Customer Match Audiences ‣ (an audience)
shows: A Customer Match audience form with the consent warning at the top, the user list ID, the Customers Consented checkbox ticked, the customers domain filter, and the synchronization group (members, last synchronization).
highlight: The Customers Consented checkbox (red frame).
data: Audience "Newsletter subscribers", filter on contacts subscribed to a mailing list.
notes: English UI, light theme, 1440px width.