Sometimes, an ad doesn't lead directly to an online sale but instead starts a customer down a path that ultimately leads to a sale in the offline world, such as at your brick-and-mortar store or over the phone. By importing offline conversions, you can measure what happens in the offline world after your ad results in a click or call to your business.

In this video, you'll hear from Jon Diorio, a former Product Manager at Google who was one of the creators of Offline Conversion Imports. Jon talks to Fred about all things OCI including:

- Why most advertisers don't use OCI

- Tips on setting up OCI properly

- Enhanced conversions for leads

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0:00 Fred's intro

0:28 Meet Jon

3:07 Why Jon built Offline Conversion Imports

5:20 The junk leads problem

8:48 Last-click attribution

9:45 Why advertisers don't use OCI

12:45 Importing conversions to your CRM

14:20 Learning cycle for smart bidding

17:45 Pitfalls of imprecise conversion value

20:50 Geo bid adjustments

22:35 Tips on using OCI

24:44 Enhanced conversions for leads

26:35 Connect with Jon