Offline conversions for Google Ads and Microsoft Ads

When a customer clicks on a Google or Microsoft ad and later buys from your Shoporama online store, you can have the sale reported back to the ad platform as an offline conversion. This gives you accurate ROAS, correct bidding strategies and full attribution, even when the purchase happens days after the click.

What are offline conversions?

Offline conversions are sales that the ad platform can't see happening live in the browser, but that you send back yourself. Shoporama stores the unique click ID from the ad(gclid for Google and msclkid for Microsoft) on the order and then delivers a CSV file that Google Ads and Microsoft Ads download automatically every 24 hours.

How the flow works

1. The customer clicks on an ad. The URL contains a click ID which is added as a query parameter.
2. Shoporama saves the click ID in the customer's session as long as the browser is open.
3. When the customer completes a purchase, the click ID is linked to the order itself.
4. Shoporama exposes a CSV feed of paid orders from the last 90 days.
5. Google Ads and Microsoft Ads automatically fetch the file and match conversions against the original clicks.

Setting up in Shoporama

You'll find the settings under Settings and then Tracking in Admin. Check Google Ads, Microsoft Ads or both depending on which platforms you advertise on.

Google Ads

1. Enable Google Ads under Tracking.
2. Invite ads@shoporama.dk as an administrator in your Google Ads account, so we can help with the setup if you are in doubt.
3. Create an Import from click conversion point in Google Ads.
4. Shoporama will show you a URL, username and password for the automatic data file.
5. Set up automatic data retrieval (Scheduled uploads) in Google Ads with this information.

Microsoft Ads

1. Under Tracking, enable Microsoft Ads.
2. Shoporama will show you a URL, username and password for the feed.
3. Set up automatic import of offline conversions in Microsoft Ads with this information.

Contents of the CSV file

The file contains all paid orders from the last 90 days that have a saved click ID. Orders without a click ID are skipped, so the file only contains the rows that the ad platform can match.

The two feeds have slightly different columns because Google and Microsoft require different fields.

Google Ads feed (8 columns)

The file comes with the following header:

Google Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency,Ad User Data,Ad Personalization,Order ID

• The Google Click ID is derived from the original ad click. Shoporama automatically cleans the Click ID of any extra query parameters so that Google can match it.
• Conversion Name is always set to Purchase. Make sure the name matches the conversion point you have created in Google Ads.
• Conversion Time is the order creation time with time zone, e.g. 2026-05-01 14:32:18+0200. The time zone ensures correct matching even across daylight saving time.
• Conversion Value is the total amount of the order including shipping and VAT. It gives the most accurate picture of real revenue per ad.
• Conversion Currency is the shopper's currency as an ISO code, e.g. DKK, EUR or SEK.
• Ad User Data is always set to Granted and tells Google that the customer has given consent to use data in ad tracking. Field required by Google for proper EU handling.
• Ad Personalization is also set to Granted and indicates consent for personalized ads. Also a requirement from Google for conversions to be correctly attributed in the EU.
• Order ID is Shoporama's own order number, so you can easily find the individual order in the admin and cross-reference between Google Ads and your own bookkeeping.

Microsoft Ads feed (5 columns)

Microsoft Ads requires fewer fields. The file comes with the following header:

Microsoft Click ID,Conversion Name,Conversion Time,Conversion Value,Conversion Currency

• Microsoft Click ID is msclkid from the ad click.
• Conversion Name is always set to Purchase and must match your conversion goal in Microsoft Ads.
• Conversion Time is the order creation time in ISO 8601 format with time zone.
• Conversion Value is the total amount of the order including shipping and VAT.
• Conversion Currency is the shop's currency as ISO code.

Security

Both CSV feeds are protected with HTTP Basic Authentication. The username and password are automatically generated per shop and displayed in the tracking settings. Only requests with correct login details can access the files, so your orders are never publicly accessible.

REST API

The click IDs(gclid and msclkid) are also available via Shoporama's REST API on the order endpoint if you want to build your own integration or export to other systems.

Frequently asked questions

Why does Microsoft only have 5 fields when Google has 8?

Google requires Ad User Data, Ad Personalization and Order ID to comply with EU consent regulations and to make it easy to cross-reference orders. Microsoft Ads does not have the same requirements, so the feed is intentionally slimmer. Both feeds meet the official specification of the respective platform.

How long does it take for my conversions to show up in Google Ads?

Google typically fetches the file once a day, so it can take up to 24 hours from order creation until the conversion is visible in Google Ads. The file always contains paid orders from the last 90 days, so Google can match remaining clicks that convert late.

What happens if the customer has not consented to personalized ads?

The default setup sends "Granted" for both Ad User Data and Ad Personalization. If you want to respect the customer's choice, use Consent Mode v2 in your tracking solution so that the signals are already sent correctly from the browser before the click ID is saved.

Do shipping and VAT count towards the conversion value?

Yes, they do. We send the total order value including shipping and VAT. This gives the most accurate picture of revenue per ad click and matches the amount on your invoice.

What do I do if a conversion doesn't match in Google Ads?

First, check if the order has a saved click ID. This can be seen on the order itself in the admin or via the REST API. If the click ID is missing, the customer has probably not clicked through a tracked ad or the cookie has been cleared before the purchase. Also check that the conversion point in Google Ads is called exactly "Purchase".

Can I use offline conversions with GA4?

Yes, you can. Offline conversions go directly to Google Ads and do not affect GA4 reports. GA4 tracks browser-based behavior, while this CSV feed delivers real sales to the Ads platform. The two systems complement each other without duplicating conversions, as long as you don't import GA4 conversions into Google Ads at the same time.

Where can I see the individual order behind a conversion?

In the Google Ads feed, the Order ID column contains your own Shoporama order number. Look it up in admin under Orders to see the customer, amount and products. On the Microsoft feed, the Order ID is not included, so you need to cross through time and amount if you need to find the order.

How long is the history of the CSV file?

The file contains paid orders from the last 90 days. This is enough for Google and Microsoft to continuously match conversions, even for clicks that convert late. If you need a longer history for internal reporting, you can pull data via the REST API.

Should I use offline conversions or server-side tracking?

Feel free to use both. Offline conversions are the most robust way to drive sales into Google Ads and Microsoft Ads because they are based on real orders in your database. Server-side tracking is used for other platforms such as Meta Conversions API where there is no CSV import.

Do you have any questions? Write to support@shoporama.dk and we'll be happy to help.