Google Ads Conversions Connector Setup Guide | Server-Side Connectors

How it works

A Google Ads conversion occurs when a user performs a specified action after clicking an ad or viewing a Display Network ad. The Google Ads Conversions connector uses the Google Ads API, which supports uploading offline conversions and adjusting previously captured conversion values. You can use the connector to upload offline click conversions into Google Ads to track ads that led to sales in the offline world, such as over the phone or through a sales representative. You can upload offline call conversions to track when ads lead to phone calls and when those phone calls lead to valuable customer actions.

Requirements

To send offline conversions, configure a Google Ads Import conversion action, and specify either calls or clicks as the source. For more information, see Google Help documentation regarding offline conversions.
To adjust a conversion, you must have the original conversion’s transaction ID or have the gclid and conversion date and time to locate the conversion you want to adjust.

Connector actions

Action Name	AudienceStream	EventStream
Upload Call Conversion	✓	✓
Upload Click Conversion	✓	✓
Conversion Restatement	✓	✓
Conversion Retraction	✓	✓

API information

This connector uses the following vendor API:

API Name: Google Ads API
API Version: v17
API Endpoint: https://googleads.googleapis.com/
Documentation: Google Ads API

Batch limits

This connector uses batched requests to support high-volume data transfers to the vendor. For more information, see Batched Actions. Requests are queued until one of the following thresholds is met or the profile is published:

Max number of requests: 2000
Max time since oldest request: 10 minutes
Max size of requests: 2 MB

Delayed actions

Actions are delayed for 30 minutes to accommodate uploading offline conversions, as per Google’s best practices. For more information about delayed actions using the Google Campaign Manager 360 Floodlight connector, see Google’s Best practices for uploading offline conversions documentation.

Actions are not delayed when using trace in EventStream or AudienceStream.

The connector sends the value of GRANTED for adUserData and adPersonalization consent by default. To override the default, map a relevant EventStream attribute to Ad User Data Consent and/or Ad Personalization Consent with a value of DENIED.

Configure settings

Go to the Connector Marketplace and add a new connector. For general instructions on how to add a connector, see the About Connectors article.

After adding the connector, configure the following settings:

Customer ID: The unique identifier assigned to your individual Google Ads account.
Manager Customer ID: If accessing a managed account, enter the Manager Customer ID, and the Customer ID.

Click Done when you are finished configuring the connector.

Action settings - parameters and options

Click Continue to configure the connector actions. Enter a name for the action and then select the action type from the drop-down menu.

The following section describes how to set up parameters and options for each action.

Action - Upload Call Conversion

Parameters

Parameter	Description
Customer ID	(Required) Select the customer account ID. Available options reflect accessible customer accounts for authenticated user.
Conversion Action	(Required) Select existing conversion action. Only Google Ads conversion actions of type `UPLOAD_CALLS` will be displayed. For more information, see Google Ads Conversion Tracking.

Conversion Data parameters

Parameter	Description
Caller ID	(Required) The caller ID from which this call was placed. Caller ID is expected in E.164 format and preceded by the plus (`+`) character. For example, `+16502531234`
Call Start Datetime	(Required) The date and time at which the call occurred. The timezone must be specified. The format is yyyy-mm-dd hh:mm:ss. For example, `2020-01-01 12:32:45-8:00`.
Conversion Datetime	(Required) The and date time at which the conversion occurred. This date and time must be after the call time. The timezone must be specified. The format is yyyy-mm-dd hh:mm:ss For example, `2020-01-01 12:32:45-8:00`.
Conversion Value	The value of the conversion for the advertiser.
Currency Code	The currency associated with the conversion value. This is the ISO 4217 3-character currency code. For example,`USD` or `EUR`.

Optional parameters

Parameter	Description
Conversion Action Override	Provide a conversion action ID to override the Conversion Action parameter. This field lets you use EventStream variables to populate the Conversion Action ID parameter.
Custom Variables	The custom variables associated with this conversion. For more information, see: Custom Variable.
Ad User Data Consent	Consent for ad user data. The default value is `GRANTED`. Valid values are `GRANTED` and `DENIED`.

Action - Upload Click Conversion

Parameters

Parameter	Description
Customer ID	Select the customer account ID. Available options reflect accessible customer accounts for authenticated user.
Conversion Action	Select the existing conversion action. For more information, see Google Ads Conversion Tracking.

Conversion Data parameters

Parameter	Description
Google Click ID	(Required) The Google click ID (`gclid)` associated with this conversion.
Conversion Datetime	(Required) The date and time at which the conversion occurred. This date and time must be after the call time. The timezone must be specified. The format is yyyy-mm-dd hh:mm:ssFor example, `2020-01-01 12:32:45-8:00`.
Conversion Value	The value of the conversion for the advertiser.
Currency Code	Currency associated with the conversion value. This is the ISO 4217 3-character currency code. For example, `USD` or `EUR`.
Order ID	(Required) The order ID associated with the conversion. An order ID can only be used for one conversion per conversion action.
External Attribution Credit	This parameter represents the fraction of the conversion that is attributed to the Google Ads click.
External Attribution Model	The specified attribution model name. For more information, see Google Ads API Click Conversion.

Cart Data parameters

Parameter	Description
Merchant ID	The Merchant Center ID where the items are uploaded.
Feed Country Code	The country code associated with the feed where the items are uploaded.
Feed Language Code	The language code associated with the feed where the items are uploaded.
Local Transaction	The sum of all transaction level discounts, such as free shipping and coupon discounts for the whole cart. The currency code is the same as that in the `ClickConversion` message.
Product ID	The shopping ID of the item. This value must be equal to the Merchant Center product identifier. Use an array to add multiple items. Array type attributes must be of equal length.
Quantity	The number of items sold. Use an array to add multiple items. Array type attributes must be of equal length.
Unit Price	The unit price excluding tax, shipping, and any transaction level discounts. The currency code is the same as that in the `ClickConversion` message. Use an array to add multiple items. Array type attributes must be of equal length.

Optional parameters

Parameter	Description
Conversion Action Override	Provide a conversion action ID to override the Conversion Action parameter. You can use EventStream variables to populate the Conversion Action ID parameter.
Custom Variables	The custom variables associated with this conversion. For more information, see: Custom Variable.
Ad User Data Consent	Consent for ad user data. The default value is `GRANTED`. Valid values are `GRANTED` and `DENIED`.

Action — Conversion Restatement

Parameters

Parameter	Description
Conversion Action	Select existing conversion action. For more information, see Google Ads Conversion Adjustments.
Restatement Value	(Required) The value of the conversion after restatement.
Restatement Date Time	(Required) The date and time at which the adjustment occurred. The format is yyyy-mm-dd hh:mm:ss+\|-hh:mm. Date attributes will be converted to the format Google expects.
Order ID	Either Order ID or Google Click ID with Conversion Date Time must be provided. If the conversion was reported with an order ID specified, that order ID must be used.
Google Click ID	Either Order ID or Google Click ID with Conversion Date Time must be provided. If the conversion was reported with an order ID specified, that order ID must be used.
Conversion Date Time	The date and time of the conversion. The format is yyyy-mm-dd hh:mm:ss+\|-hh:mm. Date attributes will be converted to the format Google expects.
Currency Code	The currency of the restated value. If not provided, then the default currency from the conversion action is used.

Optional parameter

Parameter	Description
Conversion Action Override	Provide a conversion action ID to override the Conversion Action parameter. This field lets you use EventStream variables to populate the Conversion Action ID parameter.

Action — Conversion Retraction

Parameters

Parameter	Description
Conversion Action	Select existing conversion action. For more information, see Google Ads Conversion Adjustments.
Retraction Date Time	(Required) The date and time at which the retraction occurred. The format is yyyy-mm-dd hh:mm:ss+\|-hh:mm. Date attributes will be converted to the format Google expects.
Order ID	Either Order ID or Google Click ID with Conversion Date Time must be provided. If the conversion was reported with an order ID specified, that order ID must be used.
Google Click ID	Either Order ID or Google Click ID with Conversion Date Time must be provided. If the conversion was reported with an order ID specified, that order ID must be used.
Conversion Date Time	This parameter must be in the format yyyy-mm-dd hh:mm:ss+\|-hh:mm. Date attributes will be converted to the format Google expects.
Conversion Action Override	Provide a conversion action ID to override the Conversion Action parameter. You can use EventStream variables to populate the Conversion Action ID parameter.