Offline Conversion Tracking and Lead Scoring Agency

FrogFish designs the conversion model, connects the CRM, builds lead scores where outcomes take too long, and then uses that signal to restructure your paid accounts.

What we set up

1. Click and source capture. GCLID, GBRAID/WBRAID, MSCLKID, fbclid and UTMs captured on every form, call and chat and stored on the CRM record.
2. A conversion ladder. We pick 2 to 4 stages that matter (for example: real lead, qualified, consult booked, signed) and give each a value, so the platforms can tell a $5,000 customer from a junk lead.
3. CRM connections. Salesforce, HubSpot, GoHighLevel, Clio, Lead Docket, Filevine and custom CRMs, sending stages to Google, Microsoft and Meta on a nightly schedule, plus enhanced conversions and the Meta Conversions API.
4. Lead scoring. When the real outcome takes weeks, a score built from first-party data (source, answers, location, timing, contact behavior) gives the platforms a strong signal within hours.
5. Account changes that use it. Bidding moves to the new conversion, and search terms, geos and audiences are cut or scaled on cost per signed customer.

Results

• −42% cost per signed case for an asset-protection law firm in four months, after rebuilding attribution around closed-case data.
• +32% cost-per-sale efficiency for a publicly traded solar company, by scoring leads and feeding those scores back into bidding.
• +30% lease contracts with 25% less spend for Related, by pushing lead scoring further down the funnel and optimizing to leads likely to qualify and sign a lease.
• −56% spam leads and +40% closed cases after taking over a consumer law firm's Google Ads and rebuilding conversion tracking.

Signs you need this

• Cost per lead keeps falling, but sales says lead quality is getting worse.
• A market or campaign "converts" in Google Ads but produces almost no customers.
• You can't say which keywords or ads produced last month's signed customers.
• Your ad platforms are still optimizing to a thank-you page.

This work is part of every FrogFish engagement; see paid media for lead-gen businesses.

Frequently asked questions

What is offline conversion tracking?

Sending outcomes that happen outside your website (qualified leads, booked consults, signed contracts, funded loans) from your CRM back to the ad platforms, matched to the original ad click, so the platforms can optimize to them.

Which CRMs do you connect?

Salesforce, HubSpot, GoHighLevel and the common legal and home-services systems such as Clio, Lead Docket and Filevine, plus custom CRMs and spreadsheets through an API or scheduled upload.

What is lead scoring in paid media?

A score, built from first-party data, that predicts how likely a lead is to become a customer. Sending it to the ad platforms gives bidding an early quality signal when real sales take weeks to close.

Is offline conversion tracking HIPAA-safe?

It can be. For healthcare and clinical trials we send only hashed identifiers and non-health stage names, and keep protected health information out of the ad platforms.

How long does setup take?

Usually 2 to 4 weeks, depending on CRM access. Platforms then need 4 to 8 weeks of the new data before bidding fully adjusts.

Book a 30-minute strategy call → We will look at your accounts and CRM data and show you where the money is leaking.