Google Ads
An introduction to the Google Ads Destination
Overview
Connection Type:
- Includes support for Google Enhanced Conversions
- Includes support for the Google Dynamic Remarketing
- Includes support for Consent Mode V2
Installation Instructions
This is a client-side connection, meaning that you will need to be tracking all events client-side (including Placed Order and Started Subscription) for this connection to work properly.
If you want to set up a Google Ads conversion for a server-side tracked event, then you should follow the instructions to Import server-side conversions in Google Ads through GA4
1. Set up the connection
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Navigate to your Google Ads Dashboards and choose Goals > Summary.
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Choose
Create conversion action -
Choose Conversions on a website, and click on Edit to modify the website.
Google Ads might propose a GA4 tag instead for a G-tag, but the steps stay the same. Choose Edit.
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Fill in your URL and choose Scan and then Done.
Google Ads might warn you that you do not have a tag installed, in that case, you can safely pick Skip and set up later.
Google Ads might propose you pick a GA4-tag for your conversion tracking. Instead, click on More ways to connect and pick Google tag.
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Choose Purchase from the list of conversion actions.
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Click on Set up.
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Click on Create a manual event and pick a name for your conversion: e.g.
[Converge] Purchase. Then click on Use event. -
Click Save and continue.
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Click on See event snippet.
8. Copy the Tag ID and the Conversion ID, in this example the Tag ID is AW-11288325266; the Conversion ID is 5CTkCNPJvIcZEJLZ2IYq. You will need both for the Converge connection.
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In your Converge dashboard, under Connections, click
Create New Connectionand fill in your Tag ID and Conversion ID. After that click Create Connection. -
Switch the Converge conversion to primary. Then, switch other conversions to secondary to avoid duplicate tracking. If preferred, you can keep the Converge conversion on Secondary initially until you see that conversions are coming through after 24-48 hours.
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If you’d like to add other conversions beyond the
Purchase-conversion you can repeat step 5-9 and add other conversions to the Converge Connection configuration.
2. Activate enhanced conversions
- In the side-bar click on Goals > Settings.
- Choose Enhanced conversions from the list of dropdowns
- Check the box next to Turn on enhanced conversions and pick Google tag, then click Save.
Set up additional conversions
This section explains how to set up conversions for auxiliary events like Added to Cart and Started Checkout.
Before setting up additional conversions, make sure you have the Converge Google Ads Destination and the Converge Purchase conversion configured. If not, follow the Installation instructions first.
Steps to Set Up Additional Conversions
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Open your Google Ads Dashboard and go to Goals > Summary.
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Click
Create conversion action. -
Select Conversions on a website, confirm a Google Tag is already connected, and click Continue.
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Choose the conversion type that best matches your event.
Example: Select Begin checkout for a Started Checkout conversion. -
Click Set up next to your Google Tag.
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Click Create a manual event, name your conversion (e.g.,
[Converge] Begin Checkout), and click Use event. -
Click Save and continue.
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Click See event snippet.
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Copy the Conversion ID (e.g.,
5CTkCNPJvIcZEJLZ2IYq). -
In Converge, go to Event Streams, open your Google Ads Event Stream, and navigate to Configuration. Click Edit configuration.
- Click Add conversion, select the event (
Started Checkoutin this example), enter the Conversion ID, and click Save.
Converge functionality
This integration supports the following Converge connection functionality.
| Converge Feature | Supported |
|---|---|
| Custom Events | |
| Filters | |
| Server-side Conversions |
Import server-side conversions in Google Ads through GA4
Our Google Ads Connection does not support forwarding server-side conversions natively.
However, you can still get a Converge server-side event in Google Ads through the GA4 import functionality.
Make sure your conversion arrives in GA4
If your conversion event already exists in GA4 (e.g. when you want to import a purchase or add_to_cart -conversion), then you can move straight onto Step 2.
If you are looking to set up a custom event as a conversion in Google (e.g. a new_customer_purchase -event), you should first make sure that your event is configured as a Custom Event in the GA4 Connection.
Import your GA4 event in Google Ads as a conversion
new_customer_purchase event. But you should import the event/conversion that applies to your use case. -
Navigate to your GA4 dashboard and click on the settings icon in the bottom left corner.
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In the submenu, navigate to Events.
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Under the Events submenu, mark
new_customer_purchaseas a conversion, if you’d like to import any other conversions, then mark these too. -
The custom conversion is now created in GA4, time to import it into Google Ads. Navigate to Google Ads Manager, go to the Tools and Settings > Conversions submenu in the top bar and click on New conversion action.
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Choose the Import as your means of setting up the conversion and choose Google Analytics 4 properties > Web as your source of import. After that, hit Continue.
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Choose the
new_customer_purchaseevent (and optionally other events) and click on Import and continue. -
Choose your newly created conversion from the conversions list to change its properties.
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Click on Edit Settings.
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Mark the conversion as Secondary and hit Save if you want to use it exclusively for reporting purposes.
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Change the conversion goal to Purchase and hit Save and Done.
FAQ
Event Mapping
Converge automatically maps the following events from the Converge Event Spec to the Google Ads spec.
| Converge Event Name | Google Ads Event Name |
|---|---|
| Viewed Product | view_item |
| Viewed Collection | view_item_list |
| Added To Cart | add_to_cart |
| Started Checkout | begin_checkout |
| Added Payment Info | add_payment_info |
| Placed Order | purchase |