Google quietly expanded its Google Ads conversion measurement documentation with two new passages covering phone call and offline conversion imports (OCI). Marketers running call-driven or in-store campaigns now have written confirmation of rules many had only inferred from trial and error.
For call conversions, Google states that attribution ties to the ad click date, not the moment the call occurs. Advertisers should enable call reporting, mark the conversion action Primary, and use the Call Details report to audit duration thresholds.
For offline imports, the source field must read Manual uploads or Other, never Website, and conversion names must match exactly. Processing runs 24 to 48 hours, and Google Click IDs expire after 90 days, a window that has tripped up delayed sales-cycle attribution before. The Diagnostics tab now surfaces specific errors like “Invalid date.”
Documentation updates like this rarely change ranking or ad performance directly, but they often precede stricter enforcement. Teams reporting offline conversions should audit their source field and GCLID timing this month before mismatched data starts silently dropping from reports.
Search Engine Roundtable’s Barry Schwartz first reported the documentation change on September 3, 2026.
