Google Ads Click Conversions is Google’s platform for tracking and measuring click-based conversions that result from advertising campaigns. It helps businesses attribute online actions and conversions to specific ads and campaigns, enabling better optimization of advertising spend and campaign performance.

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1. Overview

Imagine you have customer conversion data from offline sources such as CRMs, sales systems, and financial platforms. You want to feed Google Ads with these customers’ conversion information to accurately measure and attribute conversions to your ad campaigns. Google Ads Click Conversions lets you sync conversion data to track sales that happened outside of your website, such as over the phone or through a sales rep. By uploading this conversion data with user identifiers (like email addresses or phone numbers), you can improve your conversion tracking accuracy and optimize your bidding strategies based on real offline conversion data.

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2. Important considerations

You can sync offline click conversion imports which allow you to measure what happens in the offline world after an ad results in a click or call to your business. For these events, you need to set up offline conversion imports. For more details of what you need to set it up on Google Ads, check this article.

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3. Configuring the destination

  1. For configuring this destination, go to the Destinations tab and click on the “Add destination” button located on the top right of your screen. Then, select the Google Ads - Click Conversions option from the list of connectors.
  2. Click Next and you’ll be prompted to add the connector configuration:
    • Authorization: you should authenticate this connector with a Google Account with enough permissions to access the Google Ads account to which you want to send the Click Conversions data.
    • Customer ID: the Google Ads customer ID from the account you want to extract data from. You can obtain this information from the top-right corner of your Google Ads account. For more info, please check this article.
    • Use fixed conversion action: if you’re using the same conversion action for all conversion entries in the input table, set this config to True. If you have different conversion actions for each entry, then you should set this information in the column mapping part.
    • Conversion action name: in case you’re using a fixed conversion action, you should specify its name on this config and the connector will automatically assign this conversion action for each entry in the input table. Please note the conversion action must have a type of UPLOAD_CLICKS, and must exist in your Google Ads account.
    • Ad user data consent: specify the consent of the uploaded users for sending user data to Google for advertising purposes.
    • Ad user personalization consent: specify the consent of the uploaded users for ad personalization.
Important: if you are uploading data for users in the European Economic Area (EEA), you need to ensure you are passing the required consent signals to Google on the Ad User Consent and Ad Personalization Consent fields.
  1. Click Next.

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4. Select your catalog data to send

  1. The next step is letting us know which data you want to send to the Google Ads - Click Conversions destination. Select the layer and then the desired table.
    Tip: The table can be found more easily by typing its name.
  2. Click Next.

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5. Map your data to the destination

In this step, you should map the fields from the input table to the destination. It’s important that your table contains the structured data needed to sync with Google Ads - Click Conversions. This is the list of fields available for syncing with Google Ads.

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Available fields

Field nameDescription
gclidGCLIDs are click identifiers that are captured from URL parameters when individual clicks on your ad and navigates to your website.
gbraidThe click identifier for clicks associated with app conversions and originating from iOS devices starting with iOS14.
wbraidThe click identifier for clicks associated with web conversions and originating from iOS devices starting with iOS14.
emailThe email address of the user.
phoneThe phone number of the user. The connector automatically normalizes and format to E164.
conversion_date_timeThe date and time of the conversion. The value must have a timezone specified, and the format must be yyyy-mm-dd HH:mm:ss+-hh:mm, for example: 2022-01-01 19:32:45-05:00.
conversion_action_nameThe resource name of the conversion action created in Google Ads for the offline conversion. The conversion action must have a type of UPLOAD_CLICKS, and must exist in your Google Ads account.
conversion_valueThe value of the conversion. It must be a double type.
currency_codeThe currency code of the conversion value. Accepted codes are available here
order_idAlso known as the transaction ID for the conversion. This field is optional, but strongly recommended, because it makes it simpler to reference imported conversions when making adjustments. If you set it during the import, you must use it for any adjustments.
conversion_environmentConversion environment of the uploaded conversion. It must be either APP or WEB.
external_attribution_creditRepresents the fraction of the conversion that is attributed to the Google Ads click. The value should have a double type.
external_attribution_modelSpecifies the attribution model name.
ad_user_data_consentWhether the user has given consent for sending user data to Google for advertising purposes. The accepted values are: UNSPECIFIED, UNKNOWN, GRANTED, DENIED.
ad_user_personalizationWhether the user has given consent for ad personalization. The accepted values are: UNSPECIFIED, UNKNOWN, GRANTED, DENIED.
The required fields are:
  • At least one identifier field (gclid, gbraid, wbraid, email or phone)
  • conversion_date_time
  • conversion_action_name
However, the more information you’re able to send from the available fields, the better. Also, pay attention to the field types specificied and allowed values. When nothing is mentioned in the table above, the type should be a plain string.
You can, and should, send all relevant identifiers for a given conversion, even if you don’t have a GCLID for it. Conversions that include only user-provided data are still useful and can contribute positively to campaign optimization.

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Custom fields

Besides the pre-defined fields available from Google Ads, you can also send custom fields associated with your conversions. You can map custom variables when syncing conversion events to Google Ads. Please check this article if you need info on setting up custom conversion variables in Google Ads. Once the fields are configured, you can move forward by clicking the ‘Next’ button.

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6. Configure your Google Ads Click Conversions data destination

  1. Describe your destination for easy identification within your organization. You can inform things like what data it brings, to which team it belongs, etc.
  2. To define your Trigger,consider how frequently you need to have the data updated on the destination (every day, once a week, only at specific times, etc.).
  3. Click Done.

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Check your new destination!

  1. Once completed, you’ll receive confirmation that your new destination is set up!
  2. You can view your new destination on the Destinations page. Now, for you to be able to see it on Google Merchant Center, you have to wait for the pipeline to run. You can monitor it on the Destinations page to see its execution and completion. If needed, manually trigger the pipeline by clicking on the refresh icon. Once executed, your data should be seen on Google Merchant Center.
Important: once the destination runs successfully, it can take as little as 10 minutes or up to 24 hours for the upload job to complete. You should check the status directly on Google Ads portal what’s the status of the job.