Offline Conversion Tracking Glossary

A

Action Source — Meta CAPI field specifying where the event originated. For offline conversions, use system_generated.

API (Application Programming Interface) — A programmatic interface for sending data between systems. Offline conversions are uploaded via each platform’s API.

App Tracking Transparency (ATT) — Apple’s iOS 14+ framework requiring explicit user consent for cross-app tracking. Server-side offline tracking is unaffected.

Attribution — The process of assigning credit for a conversion to a specific ad click, keyword, or campaign.

Attribution Window — The configurable time period after a click during which a conversion is counted toward campaign performance. Synonymous with conversion window.

Auto-Tagging — Platform setting that automatically appends click identifiers to ad URLs. Enabled by default on Google Ads; OFF by default on Microsoft Ads.

C

CAPI (Conversions API) — Meta’s server-side event tracking endpoint, replacing the deprecated Offline Events API.

Click ID — A unique identifier appended to URLs when users click ads. See GCLID, FBCLID, MSCLKID, TTCLID.

Click-Through Conversion — A conversion that occurs after a user clicks an ad, as opposed to a view-through conversion.

Conversion Action — A specific event you track in your ad platform (e.g., “Booked Job,” “Phone Call Lead”).

Conversion Lag — The time between an ad click and the resulting conversion.

Conversion Value — The monetary value assigned to a conversion. For offline tracking, this is typically the job or deal revenue.

Conversion Window — See Attribution Window.

CSV (Comma-Separated Values) — A file format used for manual offline conversion uploads to Google Ads and Microsoft Ads.

D

Data Deduplication — The process of preventing the same conversion from being counted multiple times.

DNI (Dynamic Number Insertion) — Call tracking technology that displays unique phone numbers per website visitor, enabling GCLID capture for phone calls.

E

E.164 — The international phone number format required for hashing. Format: +[country code][subscriber number] (e.g., +15551234567).

ECL — See Enhanced Conversions for Leads.

Enhanced Conversions — Google’s feature that uses hashed PII (email, phone, name) to improve offline conversion matching.

Enhanced Conversions for Leads (ECL) — The specific Enhanced Conversions variant designed for offline/CRM data uploads.

Event Match Quality (EMQ) — Meta’s scoring system (1-10) that rates the quality of data sent via CAPI. Higher EMQ = better matching.

F

FBCLID — Facebook Click ID. Meta’s click identifier appended to URLs from Facebook/Instagram ad clicks. 7-day validity.

fbc — Meta’s processed FBCLID cookie format: fb.1.{timestamp}.{fbclid}.

FSM (Field Service Management) — Software like ServiceTitan or Jobber that manages service business operations.

Fusion Relay — TUOCA feature that combines data from two sources (e.g., CallRail + ServiceTitan) by matching on a shared field (phone number).

G

GBRAID — Google’s privacy-safe click identifier for app campaigns. Used instead of GCLID for app installs.

GCLID (Google Click ID) — Google Ads’ click identifier. Base64 encoded, 50-100+ characters, 90-day validity.

I

Import Conversion — A Google Ads conversion action type for offline data. Created under Goals → Conversions → + New conversion action → Import.

ITP (Intelligent Tracking Prevention) — Safari’s privacy feature that limits cookie persistence, making browser-based tracking less reliable.

L

Lookback Window — The maximum time after a click during which an ad platform accepts uploaded conversions. Platform-enforced and non-configurable.

M

MCC (My Client Center) — Google Ads’ multi-account management tool for agencies.

MSCLKID — Microsoft Click ID. 32-character hex identifier for Microsoft/Bing Ads. 90-day validity.

O

OAuth — Authentication protocol for granting TUOCA access to your ad platform accounts without sharing passwords.

Offline Conversion Gap — The disconnect between online ad clicks and offline business outcomes (revenue).

Offline Conversion Tracking — The process of uploading downstream business outcomes (calls, jobs, revenue) to ad platforms.

Order ID — A unique identifier per conversion record used for deduplication in Google Ads and Microsoft Ads.

P

PII (Personally Identifiable Information) — Data that can identify a person: email, phone, name, address. Must be hashed before sending to ad platforms.

Primary Conversion — A conversion action used for Smart Bidding optimization and reported in the “Conversions” column. See Conversion Action.

Proxy Conversion — An online event used as a stand-in for the actual business outcome (e.g., call > 60 seconds instead of booked job).

R

Relay Pipeline — TUOCA’s data pipeline that connects a source (CallRail, CRM) to a destination (Google Ads, Meta).

ROAS (Return on Ad Spend) — Revenue generated per dollar of ad spend. ROAS = Conversion Value / Ad Spend.

S

Secondary Conversion — A conversion action tracked for reporting but NOT used for Smart Bidding optimization.

Server-Side Tracking — Sending conversion data server-to-server (via API) instead of through the browser. Unaffected by ad blockers and privacy restrictions.

SHA-256 — The hashing algorithm required by all ad platforms for PII hashing. Produces a 64-character lowercase hexadecimal string.

Smart Bidding — Google Ads’ automated bidding strategies (Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value) that use machine learning to optimize bids.

T

TTCLID — TikTok Click ID. Click identifier for TikTok ad clicks. 28-day validity.

Target CPA — Smart Bidding strategy that optimizes for a target cost per acquisition.

Target ROAS — Smart Bidding strategy that optimizes for a target return on ad spend. Requires conversion values.

V

Value-Based Bidding (VBB) — Smart Bidding strategies that optimize for conversion value rather than conversion count. Requires offline conversion data with revenue values.

W

WBRAID — Google’s privacy-safe click identifier for web campaigns on iOS. Used when GCLID can’t be appended due to privacy restrictions.