How Conversion works with Google Ads
Conversion connects to Google Ads to sync audiences, show campaign performance in the Ads dashboard, and tie site visits back to the ads that drove them. Members of a linked Conversion audience upload to a Customer Match list, and an optional Tracking toggle adds Conversion's parameters to the account's tracking template so each visit records its campaign, ad group, ad, and keyword.
What you can do
Customer Match from any audience
Link a static or dynamic Conversion audience to a Customer Match list. Current members upload when you link it, and new members upload as they join.
Workflow-driven targeting
The Update Audience workflow step adds contacts to a synced audience, so a form fill, a lifecycle change, or a Salesforce update can add someone to the audience your campaigns target.
Attribution down to the keyword
With Tracking on, each click carries its account, campaign, ad group, ad, and keyword, and the Conversion tracking script stores them on the page visit.
Performance next to contacts
The Ads dashboard charts impressions, clicks, cost per click, and click-through rate alongside the contacts Conversion has tied to each campaign, ad group, and ad.
What syncs
| Data | Direction | Details |
|---|---|---|
| Audiences | Out of Conversion | Members of a linked Conversion audience upload to Customer Match with email, phone, first and last name, zip code, and country. Admins can change which field fills each one. |
| Campaigns and performance | Into Conversion | Campaigns, ad groups, and ads appear in the Ads dashboard with impressions, clicks, cost per click, and click-through rate. |
| Tracking template | Out of Conversion | Optional. Conversion adds its cai_ parameters to the account-level tracking template, and every campaign in the account inherits them. |
How to connect Google Ads
- 1 In Settings > Ads, connect Google with a user who has admin access to your Google Ads account.
- 2 Link each account you want to use, including client accounts under a manager account.
- 3 Optionally turn on Tracking for the account. For channel reporting, also add utm_source and utm_medium to your tracking template, for example {lpurl}?utm_source=google&utm_medium=cpc.
- 4 Open a Conversion audience, go to the Ads audiences tab, and link it to a Customer Match list in a linked account.
