Offline conversion tracking imports real client events (fact-find held, client signed) from your CRM back to Meta/Google so their algorithms optimise for clients — not just form fills.
Offline conversion tracking closes the loop between ad platform and CRM. When a lead progresses in the CRM (qualified, fact-find, signed client), that event is pushed back to Meta via Conversions API or Google via offline conversion import. This lets the ad algorithms see which leads actually become clients, and optimise spend toward those look-alikes — typically lifting client yield per pound by 30-60%.