What is the primary function of offline conversion import (OCI)?

The primary function of offline conversion import (OCI) is to connect offline user data back to campaigns. This is crucial for businesses that interact with customers through both online and offline channels. By importing offline conversions—such as sales or leads that occur outside of the digital space—into the advertising platform, marketers can gain insights into the effectiveness of their campaigns.

This process allows for a deeper understanding of how online advertising efforts influence offline behaviors, enabling advertisers to optimize their strategies based on comprehensive data. For example, if a customer sees an ad online and subsequently makes a purchase in a physical store, importing that offline conversion data lets the advertiser see the direct impact of their online campaign on in-person sales. This helps in refining target audiences, adjusting bids, and overall campaign performance evaluation.

The other options do not accurately capture the purpose of OCI. Eliminating offline data is contrary to its function, measuring online conversions only ignores the offline aspect, and enhancing online user data tracking does not encompass the integration of offline actions.