Reporting Stripe sales and subscriptions to Google Ads API extends Google Ads reporting to include 'offline' conversions that happen in Stripe, enabling reporting on ROI and performance-based targeting and optimization.
Here are some reasons why conversion tracking built into Google Ads is not enough:
Combining browser and server-side tracking to report conversions via the server-to-server Google Ads API integration solves these problems.
Able Customer Data Platform is the ultimate Stripe and Google Ads integration.
It combines browser tracking with server API integrations, linking website activity with purchases on the back-end to build a complete journey of each customer across Stripe and Google Ads.
This allows to attribute 99% of sales to the correct marketing source, ad click and landing page and obtain data to inform strategy.
All of this without coding and complex manual set-up of the connection between Stripe and Google Ads. Able already knows how to connect marketing data between Stripe and Google Ads.
Able tracks Stripe subscriptions and payments by processing web hooks from Stripe and attributing them to the original visitor tracked by Able, allowing to send purchase conversions to Google Ads.
Able CDP combines browser and back-end tracking to:
Complete the sign up form to get instant access to your Able trial account for free.
After signing up for a free account, Able CDP will prompt you to add code to your website. The tracking code is necessary to allow Able to link Stripe and Google Ads to ensure all conversions data is transferred successfully.
Add lead form URLs to the HTML Forms Tracking section to let Able automatically recognize the sign-up and lead forms you're using. Any standard lead form widgets that we could detect during the account setup will appear in the Dynamic Lead Forms Tracking section.
Press "Generate" in the Get Code section to generate a unique tracking code to add to your site.
Able CDP page view tracking doesn't install its own cookies and relies on third-party identifiers such as Google Analytics Client Id to connect customer activity between website pages. Please enable cross-domain measurement in Google Analytics if your landing and lead/order pages are hosted on different domains.
Click "Add Service Integration" on the "Funnel" tab and choose Stripe.
Follow the instructions displayed. They will differ depending on the type of Stripe payments you are using. The conversion event that needs to be tracked depends on whether you're using Stripe Subscriptions (and, correspondingly, generate Stripe Invoices for each payment) or just the Checkout alone.
1. Google Ads Setup.
The first step to start using a server-to-server integration is to configure Google Ads. The Part 1 of the ‘Set up offline conversion tracking‘ guide in Google Ads Help covers two necessary steps to begin: enabling auto-tagging and setting up a Conversion Action – a hint telling Google Ads how to process your conversions.
(Google refers to all conversions that aren’t tracked by its JS tracking code as ‘offline’. They may not actually happen offline, such as in a store, and would more often be a result of online user activity.)
2. Google Ads Customer Data Terms
To make sure that all conversions are processed, the Google Ads account must have accepted Customer Data Terms. This only needs to be done once per account and the Data Terms will be valid for all conversions automatically.
Open Tools - Conversions - Settings - Method for measuring offline conversions. Check that Enhanced conversions for leads method is selected and accept customer data terms.
3. Connect Able to Google Ads
In Able's platform, there is a ‘Sign In With Google’ button that will grant Able access to your Google Ads API, allowing you to send purchase conversions to Google Ads.
4. Create compatible conversion action in Google Ads
To do so, open Tools - Conversions in Google Ads. Click New Conversion Action - Import - Other data sources or CRMs - Track conversions from clicks. Enter desired conversion and attribution parameters and create conversion.
5. Send Able events as Google Ads Conversion Actions
Select the new Google Ads credential, and choose ‘Purchase’ event type. Able will display a list of Google Ads Customers your Google account has access to manage. Choose the one that has the Conversion Action that has been created in Google Ads Manager in the first step.
Press ‘Save’ button to save settings. Able Customer Data Platform will start sending all purchases it attributed to Google Ads clicks to Google Ads API.
“A valuable insight we've got because of using Able Customer Data Platform is that display ads aren't working for us at all... we've been wasting money for years on paid display ads.
Before Able we'd be excited about every lead or email that came through, but after the last year we've determined that those don't convert at all.
And so we've been focusing on paid search, which does have return on investment.”
— Bryan Brinton, Co-Founder, Aluvii Software
Continuously improve marketing strategy with actionable data produced by Able tracking.