Send Purchases to Google Ads

Sending conversions to Google Ads is an extremely common integration scenario. Its used to add conversion value to Google Ads’ reports, allowing to report on ROI, as well as to use performance-based targeting and optimization capabilities.

This guide will focus on using server-to-server API integration to send conversions to Google Ads API. There are two main reasons to prefer server-to-server integration to pure browser JavaScript tracking code:

  1. Even when purchases happen online completely, its not uncommon to see 15-25% of sales that come from ads to remain unattributed to the campaigns. This happens because of users using multiple devices, ad blocking plugins and general lack of reliability of client-side tracking.
  2. Often, purchases happen offline: for example, when a sale is closed in CRM or when a first payment for subscription is successfully taken by a payment service provider such as Stripe.
Able Customer Data Platform supports sending conversions for GCLID-identified visitors, as well as IOS 14.5+ traffic without GCLIDs using a WBRAID/GBRAID parameter or customer's email and phone when neither click identifier is available.

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.)

The created conversion action should

Once Google Ads setup is complete, conversions are ready to be sent to Google Ads. While it can be done with a direct Google Ads API integration, rest of this guide will assume you’re using Able to track sales and attribute them to ad clicks.

We recommend contacting your Google Ads Account Manager to ensure that your ad account is 'allowlisted' to send IOS 14.5+ conversions. Google Ads only processes WBRAID/GBRAID and customer match parameters for customer accounts that have a history of compliance. It used to require $50,000 minimum spend, however access to the feature in 'Observation' (reporting only) mode has been available since Autumn 2021. Contacting your Account Manager to allowlist the ad account allows Able to send extended WBRAID/GBRAID and customer match parameters, facilitating correct reporting of IOS conversions in Google Ads.

Able CDP Setup

In the Able CDP Dashboard, open ‘API Credentials’ tab and press ‘Connect Google Ads’ button. It will grant Able access to your Google Ads API, allowing to send purchase conversions to Google Ads.

After connecting, a new Credential will appear in the list.

Open the ‘Funnel’ tab and press 'Add Outbound' button. 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 previous 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.

What else you can do

Track Purchases

Track Scoro Conversions

In addition to sending attribution details such as UTM parameters, referrer URL and landing page URL to Scoro, Able supports retrieving successful quotes from Scoro, attributing them to website visitors that produced leads and sending Purchase conversions to marketing APIs such as Google Analytics, Facebook Ads Conversion API and Google Ads API.

Track Stripe Invoice Payments

Track Stripe invoice payments by receiving paid invoice web hooks from Stripe and attributing them to the original visitor tracked by Able CDP, allowing to send purchase conversions to Google Analytics and ad platforms such as Google Ads.

Track Salesforce Won Opportunities

Attribute Opportunities Closed Won in Salesforce to the original website visitors that generated the lead and sends successful conversion events to Google Analytics and ad platforms such as Facebook Ads and Google Ads.

Track Clickfunnels Purchases

Adding a server-side integration for tracking and attributing Clickfunnels purchases eliminates missing purchases from Google Analytics, Facebook Ads and Google Ads report, helping to have a precise picture of what campaigns and segments convert.

Send Events Using Webhooks

Events can be sent to Able CDP from custom apps using its inbound webhook. This is convenient to attribute purchases and other conversions that aren't necessarily reflected in the payment system. For example, when the service usage accumulates before being invoiced once a payment threshold is reached or next billing cycle occurs.