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Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Offline conversion tracking with Contact Form 7
Published June 2026. Last updated July 2026.
Contact Form 7 is one of the most popular form plugins for WordPress. It's reliable, flexible, and free.
But, if you're running Google Ads, there is a problem.
Contact Form 7 can tell you that somebody submitted a form. It can't tell Google Ads if that person became a customer.
From Google's perspective anyone who fills in your form is a good lead, but that's obviously not true. Some are good and turn into customers, others are a waste of time.
Offline conversion tracking closes that gap.
Instead of measuring only the form submission, you can track what happens after the lead enters the business.
For example:
- Qualified lead
- Appointment booked
- Quote requested
- Sale completed
These events can then be uploaded back into Google Ads and used to improve campaign performance.
How the process works
The process is straightforward.
- A visitor clicks a Google Ad.
- The visitor submits a Contact Form 7 form.
- Contact Form 7 sends the lead information to Litiro.
- The lead is reviewed by the business.
- Lead status updates are recorded in Litiro.
- Litiro uploads the conversion data back to Google Ads.
The result is a feedback loop that connects advertising activity to business outcomes.
Capturing leads from Contact Form 7
By default, Contact Form 7 sends form submissions by email. You don't need to change this.
But, we need a plugin like the popular CF7 to Webhook plugin.
The plugin sends a copy of each form submission to a webhook endpoint provided by Litiro.
Configuring CF7 to Webhook
After installing the CF7 to Webhook plugin:
- Open the Contact Form 7 form.
- Enable the webhook integration.
- Enter the webhook URL provided by Litiro.
- Configure the fields you want to send.
- Submit a test lead.
- Map the fields to Litiro's standard fields. (We'll help you with this).
Once the webhook is active, every new enquiry is automatically sent to Litiro.
At this point, the lead has been captured. The next step is tracking what happens after the enquiry.
Recording lead outcomes
The most valuable information usually comes after the form submission.
Questions such as these are often more important than the original lead itself:
- Was the lead contacted?
- Was the lead qualified?
- Did the prospect attend an appointment?
- Was a quote provided?
- Did the prospect become a customer?
- How much revenue was generated?
Litiro allows these outcomes to be recorded against the original lead. Either manually via a simple form in Litiro or automagically by connecting to the CRM or lead handling system.
Uploading conversions to Google Ads
Once lead outcomes are recorded, Litiro uploads to them Google automatically as offline conversions using Google's Data Manager.
This allows Google to learn which leads are creating value for the business.
Instead of optimising for anyone willing to fill in a form, Google can begin optimising for leads that are more likely to become customers.
Most Google Ads Problems Aren't Google Ads Problems
If my writing resonates with you, I'd like to give you a copy of my book, Profitable Google Ads. The book was written for business owners, but many PPC professionals have found it valuable too.
Before you download it, what describes you best?
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