Why does it matter
Offline conversion returns data to the advertising platform, indicating that a specific lead has progressed through the sales funnel. Without this data, the platform optimizes based solely on what it sees on the website, such as clicks or raw leads. By returning the actual stage of the funnel, you train the algorithm with the business results, and it then starts delivering ads to people similar to those who became customers.
How does the lead find the click?
Based on temporal proximity within the funnel: the lead created in Kommo Right after a click, within the same funnel, that ad session remains. It's not through the phone, which in Kommo It's the visitor's ID and doesn't serve as a key. In the CTWA ad, Meta delivers the ctwa_clid along with the message, and the connection is deterministic. When the lead changes stages, the event happens automatically, without spreadsheets, manual pixels, or external integration.
Only conversions that came from the ad.
The event only goes to leads with a session that loads the platform's click identifier: fbclid or ctwa_clid for Meta, gclid for Google. Organic leads don't generate events, and the ad account only keeps attributable conversions. Therefore, CTWA leads only go to Meta.