With third-party cookies and ad blockers becoming more prevalent, advertisers are struggling to measure campaigns and send conversion data back to ad platforms for optimization. Google offline conversions offer a semi-permanent solution to this issue, allowing advertisers to track and measure advertising efforts. This method uses first-party data to build audiences based on offline actions, such as purchases or form submissions, and can be used for remarketing or ad exclusions. To set up Google Ads attribution via offline conversions, advertisers need a team with diverse skill sets, including marketing, web, product, revOps, data analytics, engineering, and project management. Alternatively, they can use the traditional method of setting up conversion tracking via the Google Conversion API, but this requires more technical expertise. A simplified approach is also available through Census, a data activation platform that provides a ready-made connection from data warehouses to Google Ads. Offline conversions are considered the future of Google Ads attribution, and advertisers should consider implementing this method to optimize their campaigns and improve ROI.