When running Google Ads, monitoring what happens after someone interacts with your ad is important. By tracking user behaviour, such as visiting a landing page or completing a form, you can measure how far they progress through your funnel. This process, known as conversion tracking, helps you see how effective your ads are. Conversion data is typically recorded in Google Ads (formerly AdWords) and is sent to the platform using the "Add to Google Ads" action within a workflow.

📌Note: Ensure your Google Ads account is properly configured to receive conversion data, and make sure the conversion event is pre-set in Google Ads before using this action in your workflow. As of November 26, 2024, this action supports gclid, wbraid, and gbraid parameters.

How It Works

Navigate to the Workflows section in your account, then create a new workflow or click an existing one to open the builder.

Make sure the workflow has a clear name, then add at least one trigger. Here are some recommended triggers for this action:

  • Form Submitted: Track form submissions as conversions in Google Ads.
  • Appointment Status/ Customer Booked Appointment: Log booked appointments as conversion events.
  • Order Form Submission: Capture product purchases resulting from your ads.
  • Trigger Link Clicked: Record specific link clicks to measure engagement.
  • Funnel/Website PageView: Track visits to specific pages (e.g., "Thank You" or "Confirmation" pages) as conversions.

Adding the Action

With your trigger(s) in place, add the Add To Google Ads action by clicking the "+" icon at the desired position in the workflow builder.

Action Name

Give the action a descriptive name that reflects its role in the workflow.

Conversion

Select the conversion action you created in Google from the dropdown.

Currency

This setting determines the currency used for reporting conversions (e.g., USD, EUR, GBP). The default is USD, but you can customise it to suit your needs.

Conversion Value

The conversion value represents the monetary value of a specific conversion action, helping you measure the revenue or impact generated from each ad conversion. It defaults to 1 but supports custom values, enabling dynamic assignment per contact or event.

Mapping

Enable this toggle to map custom values for Google Ads conversion parameters (GCLID, GBRAID, or WBRAID). When configured, custom fields will take precedence; otherwise, the system will revert to default values.

Once set up, the "Add To Google Ads" action keeps your conversion tracking clean and gives you the data you need to improve the ROI of your Google Ads campaigns.

Practical Example

Suppose you are running a Google Ads campaign to drive form submissions. You can use this action to trigger a "Lead Form Submission" conversion event whenever a form is submitted. This helps you track how well the campaign is generating leads.

Troubleshooting Tips

If conversion tracking fails:

  • Check the workflow execution logs for errors. This will indicate if the action failed and what the response code was.
  • Ensure the conversion name in the action matches the name in Google Ads exactly.