Offline conversion tracking
Offline conversion tracking for roofers starts with recording what each lead became
What is offline conversion tracking for roofers?
Offline conversion tracking is how Google Ads learns what happened after the form: which leads were real, which booked, which bought and what the job was worth. Normal ads stop tracking at the form fill. WonFlo tags the click when the homeowner lands, records the outcome of each lead, and is built to send those outcomes back to Google Ads as offline conversion data.
Why does a roofer need it?
Because to Google, every form fill looks identical. A homeowner ready to buy a roof and a bored browser at 11 p.m. count as the exact same conversion, so Google does what you asked and finds more people who fill out forms.
A form fill is the only win it can see. It has no idea which leads were real buyers and which were dead ends, and it can't learn that until someone records what happened.
What gets recorded for each roofing lead?
Four things, per lead, in seconds:
- Real or junk. Whether this was a real lead at all.
- Booked. Whether it turned into an appointment.
- Quoted. Whether you put a number in front of the homeowner.
- Sold, and for how much. Whether it became a job, and what the job was worth.
You can record outcomes in the WonFlo dashboard, or your CRM can do it: the job status you set in JobNimbus flows back. Either way, the outcome is recorded in WonFlo against the lead and the ad click that produced it.
Can you send roofing jobs back to Google Ads?
That's the leg WonFlo is built for. It is built to send the outcomes you record back to Google Ads as offline conversion data, matched privacy-safely against the original click, so Google can optimize toward the clicks that produce signed jobs rather than form fills.
The loop is built for Google Ads, end to end. Google is where a homeowner with a leaking roof goes looking, so it is the one platform WonFlo is built around.
What does WonFlo record that a typical setup doesn't?
| Recorded in WonFlo | Typical setup | |
|---|---|---|
| The ad click | Tagged when the homeowner lands | Not captured for feedback |
| Real or junk | Recorded per lead | Stops at the lead |
| Booked or quoted | Recorded per lead | Stops at the lead |
| Sold, and for how much | Recorded per lead, with the job value | Stops at the lead |
| Closed-loop ad feedback | Built to send outcomes to Google Ads | None |
Reflects common capabilities for tools in this category.
Do you have to build the tracking yourself?
No. The closed-loop wiring that every guide tells you to assemble yourself comes already built. You connect your domain and point your existing ads at your WonFlo funnel. There's no conversion-tracking weekend project.
That also covers the June 2026 change. Google moved offline conversion uploads to a new system, the Data Manager API, and blocked the old method. WonFlo is built on the new pipe, so there's nothing for you to migrate or fix.
How WonFlo does it
Your funnel runs on your own domain or a go.wonflo.com address, and it tags the Google click the moment a homeowner lands on it. The homeowner enters an address and sees an estimate built from satellite roof data. WonFlo checks the phone, email and address, scores the lead and delivers a dossier to your dashboard, and to JobNimbus if you run it.
You say what happened, and the outcome is recorded in WonFlo. WonFlo is built to send those outcomes back to Google Ads, so it can start hunting for more homeowners like the ones who were worth your time.