Offline Conversion Upload

What Are Offline Conversions?

Offline conversions are lead or conversion events that happen outside of your website, but are still influenced by marketing activity.

Ruler allows these offline interactions to be captured and attributed alongside online journeys, giving you a complete view of marketing performance.

Examples of offline conversions include:

• Leads captured directly in ad platforms such as Facebook or LinkedIn
• In-person visits or walk-ins
• Leads manually entered into your CRM (e.g. trade shows, referrals, events)
• Email opens or engagements
• Outbound phone calls logged by sales teams

How to Upload Offline Conversion into Ruler

Ruler allows offline leads and conversions to be imported and attributed using multiple methods, depending on your technical setup and workflow.

Available Upload Options

You can upload offline conversions into Ruler using:

Web Conversion API

• Ideal for real-time or automated uploads
• Often used when syncing directly from internal systems or tools

CRM Integration (via API)

• Automatically syncs offline leads and status updates from your CRM
• Recommended for ongoing attribution and closed-loop reporting

CSV File Upload

• Simple and flexible option
• Best for one-off uploads or historical data
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What Information Is Required?

When uploading offline conversions, Ruler uses the data provided to correctly attribute the conversion.

Required / Recommended Fields

Marketing Source or Channel Override

You can explicitly define the marketing channel or custom source that led to the offline conversion (i.e Marketing Event / Email Open)

Matching Identifiers (one or more recommended):

• Email address
• Phone number
• Cookie ID (Ruler session ID)

These identifiers allow Ruler to match offline conversions back to existing online journeys, ensuring attribution is accurate.

How does Offline Attribution Work in Ruler?

Once uploaded, Ruler can:

• Attribute offline conversions to the original marketing touchpoints
• Combine offline events with existing online journeys (using identifiers provided)
• Report on full-funnel performance, from first click through to offline conversion

This means offline activity is no longer isolated, it becomes part of the same attribution model used for your digital marketing.

What are the Benefits & Business Value?

Uploading offline conversions into Ruler unlocks significant value:

• Complete attribution visibility See which marketing channels drive real-world outcomes, not just website actions
• Improved ROI measurement Accurately measure the performance of paid and organic campaigns that generate offline leads
• Better decision-making Optimise spend and strategy using data that reflects the full customer journey
• Unified reporting Combine online and offline conversions into a single source of truth

For more information, speak to your onboarding manager or contact [email protected].