How to set up Google Ad Conversion Actions

Google Ads offers a powerful feature known as conversion actions. This feature allows you to track the effectiveness of your ads and optimize them to improve your return on investment (ROI). A conversion is a specific customer action that you have identified as valuable, such as an online purchase or a phone call. Conversion tracking helps you understand what happens after a customer interacts with your ads, whether they make a purchase, sign up for a newsletter, or contact your business.

In this guide, we’ll walk you through setting up conversion tracking for Google Ads within Stack workflows so you can start optimizing your campaigns.

Important Considerations Before You Begin

1. Set Up Google Ad Reporting
   Ensure that Google Ad reporting is properly configured for accurate results. Learn how to set up Google Ad Reporting.

2. Verify Account Integrations
   Check that the correct MCC ID and Google ID are integrated into your location and that the associated email has admin permissions.

3. UTM Tracking Template
   Ensure the UTM tracking template is added to your Google Ad Account. It should be placed at either the account, campaign, or ad level, but not in multiple locations.

How to Set Up Google Ad Conversion Actions

Step 1: Access Google Ads Conversion Settings

• Log into your Google Ads account.
• Navigate to the Goals section and select Conversions - Summary.
• Click the + Create Conversion Action or use the Create button at the top left and choose Conversion action.

Step 2: Select the Conversion Goal

• Define what you want to measure by selecting Converted lead.
• Add an event to the category by selecting Offline data sources.

Step 3: Define Conversion Settings

• Access Conversion source settings to define the details.
• Ensure the radio button for Primary action used for bidding optimization is selected.

Step 4: Name Your Conversion

• Enter a name for your conversion, such as “Conversion Test”.
• Copy and paste the conversion name for use in a workflow trigger later.

Step 5: Set Conversion Value

• Choose how to assign value: same, different, or no value.
• Select the count option, preferably “Every”.

Step 6: Configure Conversion Window and Attribution Model

• Set the click-through conversion window to 90 days.
• Use Google’s recommended Engaged-view conversion window of 3 days.
• Choose an Attribution model, such as “Last Click” or “Data Driven”.

Step 7: Save Your Settings

• Click Save and continue.
• Complete the process by clicking Finish.

Creating Workflows in Stack

You can create workflows for various triggers such as Form Submission, Order Purchases, Number Pool Calling, Survey Submission, and Chat Widget interactions.

Form Submission/Order Purchases/Survey Submission

1. Create the Workflow
   • Select the trigger: Form Submission, Order Form Submission, or Survey Submission.
   • Add filters for the specific Form/Order Form/Survey and save the trigger details.
   • Click the plus icon to add an action and select Add to Google Ads.
   • Choose the conversion action created in Google.
   • Define the Currency and Conversion Value.
   • Click Save and Publish your workflow.

Number Pool Calling

1. Create the Workflow
   • Select the trigger: Call Status.
   • Add filters with Call Direction > Incoming and Pool Number > Select Pool Number.
   • Click the plus icon to add an action and select Add to Google Ads.
   • Choose the conversion action created in Google.
   • Define the Currency and Conversion Value.
   • Click Save and Publish your workflow.

Chat Widget

1. Create the Workflow
   • Select the trigger: Customer Replied Trigger.
   • Click the plus icon to add an action and select Add to Google Ads.
   • Choose the conversion action created in Google.
   • Define the Currency and Conversion Value.
   • Click Save and Publish your workflow.

Custom Mapping

With Stack, you can custom map Google Click Identifier (GCLID), GBRAID, and WBRAID for conversion tracking. This feature allows you to map these parameters based on your specific needs.

• By default, custom mapping is off.
• Toggle it on to enable custom mapping.
• If custom mapping fields are provided, they override system defaults.

Troubleshooting

How Do I Know If My Conversions Are Working?

Currently, there is no direct way to test this event. You can review your workflow actions and check the history tab to see the execution of the Google Ads action.

Where Can I See My Conversions?

It takes about 5 minutes for the list to populate in the trigger/workflow and Google Ads Conversion. Check the workflow history within 15 minutes for updates.

Does This Work with All Triggers?

This feature is compatible with triggers such as Form Submission, Order Purchase, Number Pool Calling, Survey Submission, and Chat Widget interactions.