Offline conversions: tell your ad platforms which leads became sales

In two lines: your ad platforms send you leads; offline conversions send the answer back. When a deal advances or is won, MB Suite tells the platform that brought it, and the campaign starts looking for people like the ones who actually bought.

What an offline conversion is

Offline conversion is the industry's own term, and it's the one you'll find in the platforms' documentation: Meta, Google and LinkedIn all use it for a conversion that happens away from your website — a phone call that closed, a contract signed in a store, a deal marked won in a CRM. The platform can't see it, because it never touched a web page it controls. So somebody has to tell it, and that somebody is your CRM.

That's exactly what CRM > Settings > Conversions does: when a deal changes stage or is won, MB Suite sends that milestone back to the platform that brought the lead, with hashed identifiers, so the platform can recognize the person and credit the sale.

Why send them back?

A campaign optimizes toward whatever you tell it is a good outcome. If the only thing the platform ever learns is someone filled out the form, that's exactly what it will get you more of: forms. Cheap ones, plenty of them, and many of them worthless.

Your CRM knows the rest of the story: which of those leads answered the phone, which one qualified, which one paid and how much. Offline conversions hand that back. From then on the algorithm has a much better target to aim at, and your budget starts chasing revenue instead of volume.

It's the mirror image of Attribution: attribution is what comes in (which campaign brought this lead), conversions are what goes out (what that lead ended up being worth). That's why the Conversions tab sits right next to Lead sources in the CRM settings.

The four platforms, and where each one stands

Meta — available. Its Conversions API takes your events with the widest set of identifiers, an open event name and a match-quality score you can watch. Full guide: Activate Meta offline conversions step by step.
Google Ads — available. Its Data Manager API imports your deals into the conversion actions of your ad account —you pick one or create it without leaving MB Suite—, takes events up to ninety days old and confirms each upload afterwards, one by one. Full guide: Activate Google Ads offline conversions step by step.
TikTok — available. Its Events API works with its standard events and a wider window for slower sales cycles. Full guide: Activate TikTok offline conversions step by step.
LinkedIn — available. Its Conversions API works with the conversion rules of your ad account —you pick one or create it without leaving MB Suite— and takes events up to ninety days old. Full guide: Activate LinkedIn offline conversions step by step.

Each platform is configured on its own: its verification, its rules, its switch and its history are separate, so you can have Meta live while you're still testing TikTok. Open the one you want with Configure on its card.

How it works, in general

A guided verification. Each platform opens with Status and a Verify connection button that runs its checks in order —connection, permissions, pixel or account, terms where they apply— and finishes with a Test event: on Meta and TikTok you watch it arrive on the platform's side, and on Google Ads it validates format and access without creating any conversion. LinkedIn is the exception: it has no test mode, so its last step is a Validation that checks the conversion rule without sending anything. Every step that fails tells you its own fix.
Mapping rules. A rule reads like a sentence: when this happens, send this event with this value. The trigger is Is won, Is lost or Enters a stage; the scope is one pipeline or All pipelines; the value is the Deal amount, a Fixed value or No value. Without rules nothing is ever sent, and the default one —Is won → Purchase with the Deal amount— is the one most teams need on day one.
The event name depends on the platform. On Meta the field is open, with its standard events suggested plus our own custom ones; on TikTok it's a closed picker over the standard events TikTok accepts; on Google Ads the event is a conversion action of your ad account, and on LinkedIn a conversion rule — on both you pick it from a closed list or create it right there. Each platform article spells out its list.
A grace window. The send is queued instead of leaving immediately, so a deal dragged to Won by mistake and pulled back cancels itself. You'll find Grace window in Health, inside Advanced settings; it ships at ten minutes and Immediate is available if you'd rather have no delay.
Identifiers, hashed wherever the platform accepts hashing. Email, phone and name travel hashed with SHA-256 on Meta and TikTok, and on Google Ads the email and phone do too, alongside the advertising identifiers the lead already arrived with — click IDs and pixel cookies. The exception is LinkedIn: its API requires first name, last name and company unhashed — its article spells it out. The log stores only the names of the identifiers used — that's the Match column.
A history you can audit. Health keeps its thirty-day counters —Attempts (30 d), Received, Failed and Not sent; on Google Ads, Confirmed and Rejected take the place of Received, because there Google reports back what it did with each upload— and History below has the row-by-row detail of every send, with its status and the identifiers it carried.

The first rule that matches a change wins. Drag to reorder and keep the specific rules above the general ones — a broad rule sitting on top takes every change for itself.

Turning sending on is always a deliberate human act — MB Suite never enables it by itself, not even with every check green. And each platform accepts events only up to a certain age: an event older than its window is logged as Not sent and there is no retroactive backfill. The exact window is in each platform's article.

What you need before you start

The platform connected in Settings > Integrations, with its ad account and its pixel. The verification checks this for you, platform by platform.
Leads arriving with their origin: your lead sources mapped (Lead sources) and, if you capture from your site, the pixel installed (MB Suite Pixel). The more identifiers a lead arrives with, the more of your conversions the platform can match.
Deals with an amount loaded, if you're going to send Purchase: an event that requires a value and has none is not sent.
The role of owner or admin: only they configure and turn sending on. The rest of the team sees everything, read-only.

Start over: reset the configuration

A setup can end up tangled — rules left over from a test, the wrong pixel picked, a verification from an account you no longer use. Inside each platform's detail, top right, the More actions (⋯) menu —which only owner and admin see— has Reset configuration…, and it only affects that platform. The modal spells out what it clears before you confirm: sending is turned off, the mapping rules go, and the platform's selected target along with its verification and test. What it doesn't touch: the integration connection, managed in Settings > Integrations, and the History of conversions already sent — that's a record, not configuration. Confirm with Reset and that platform goes back to day one.

There's no undo: the rules are deleted, not archived. Restore default rule rebuilds the standard one, but any rule you wrote yourself has to be written again — note them down before you reset.

What data travels, and your responsibility

MB Suite sends each platform only what it needs to recognize the person behind the deal, and only what that platform's API accepts. On Meta, TikTok and Google Ads, personal fields travel hashed with SHA-256, a one-way transformation —email, phone and name on the first two; email and phone on Google Ads, which takes no names—; on LinkedIn, its API requires first name, last name and company unhashed (the email still travels hashed). The advertising identifiers the lead already arrived with, such as a click ID or a pixel cookie, don't say who the person is on their own — though the platform that issued them can tie them to one of its users, so treat them as data about that person. Each platform's article lists exactly which fields it takes. And keep in mind sending is one-way: once an event left, MB Suite cannot recall it from the platform.

Hashed or not, turning sending on means sharing data about your contacts with a third party, and each platform processes it under its own terms. Make sure you have the legal basis to do it —the consent and the privacy notice your contacts were given, naming the platform as a recipient— before you flip the switch, especially if you operate in regions with data protection regimes such as the GDPR or the LGPD, or in US states whose laws treat this as "sharing" for advertising with an opt-out to honor. And if your business handles sensitive data —health, finance, beliefs, orientation—, keep in mind that sending the conversion can by itself reveal a special category of data: that requires explicit consent, and the platforms' customer data policies restrict it. Check before turning it on. The conditions that apply to your use of MB Suite are described in our Terms of Service.

Once events are flowing, expect the platform's conversion count and your CRM's to differ — every platform credits itself. Why that happens, what each status in the history means and how to raise your match quality is all in Conversion sending: statuses, matching and numbers that don't match.

Activate Meta offline conversions step by step Activate Google Ads offline conversions step by step Activate TikTok offline conversions step by step Activate LinkedIn offline conversions step by step Conversion sending: statuses, matching and numbers that don't match Attribution: which campaign generated each sale (real ROAS)Lead sources: mapping, webhook and historical-lead backfill (without duplicates)Install the MB Suite Pixel to attribute your web traffic

Still have questions?

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