Offline Conversion Tracking with monday.com
monday.com is a board, not a CRM, and it still works fine for this. Here is how to wire it to Google Ads and Meta.
This post shows you how to run offline conversion tracking out of monday.com, which is a board rather than a CRM and works perfectly well for this anyway.
If your sales pipeline is a monday board with columns for stage and value, you already have most of what you need.
When this fits
Your pipeline lives in monday.com rather than a dedicated CRM.
Leads arrive through a form and get worked by a human.
You want Google Ads to learn from outcomes instead of form fills.
It fits less well if you have thousands of leads a month. At that volume the automation limits and the lack of native deduplication start to hurt.
What you will build
Columns for the click ID and attribution data.
A form or integration that populates them.
An automation that fires when status becomes Won.
A feed into Google Ads.
Let’s implement it
Step 1: add the columns
Add text columns for Google Click ID, gbraid, wbraid, fbclid, and first and last touch source, medium and campaign. Add a date column for the original click.
Keep the column names stable. Your automation will reference them and renaming a column mid flight is a quiet way to break the pipeline.
Step 2: get leads onto the board with their data
Three routes depending on your setup:
monday forms, with the tracking values passed in as prefilled URL parameters.
Your website form posting to Zapier or Make, which creates the monday item with all fields populated.
A direct API call from your backend, which is the most reliable if you have a developer.
The middle option is what most teams use and it works well.
Step 3: automate on status change
Use a monday automation: when status changes to Won, send a webhook.
Point it at Make or your own endpoint, carrying the click ID, the value, the stage and the timestamp.
Step 4: feed the ad platforms
Simplest reliable pattern: the webhook appends a row to a sheet, and Google Ads imports that sheet on a schedule. No developer, no cron job, keeps running quietly: offline conversions with Google Sheets.
Where monday.com will bite you
No native deduplication. The same person enquiring twice creates two items. Decide how you want to handle that before it distorts your counts.
Automation limits by plan. High volume boards can hit them. Check your tier’s monthly action allowance.
Column renaming breaks integrations. Lock the names down once you are live.
Before you finish
Real ad click, real form submission, item created with the click ID populated.
Set a test item to Won and confirm the automation fired.
Check the sheet received the row with all fields.
Check the match rate in Google Ads after the first import.
Confirm your typical time to Won is inside 90 days.
FAQ
Is monday.com good enough for this?
For a few hundred leads a month, yes, genuinely. Past that, a real CRM will save you more time than it costs.
Can I send to Meta as well?
Yes. Same webhook, add fbclid and hashed email and phone: sending CRM outcomes to Meta.
Do I need Zapier or Make?
You need something to sit between the webhook and the ad platform. Make is usually cheaper for this shape of work: automating with Make.
Our pipeline is really just a spreadsheet.
No CRM at all, and you want the simplest possible version? I wrote a full walkthrough of that for Stape using nothing but a spreadsheet: Google Ads offline conversion tracking without a CRM. Click to read it here.
Need this built properly?
A board with the right columns beats a CRM nobody updates. I set up and repair tracking for ecommerce stores and lead generation businesses, so the numbers in your ad accounts match the money in your bank account.
Have a look at what I do, or book a call and we can go through your setup together.
