How To Send CRM 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 optimisation 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.

Google Ads Setup

The first step to start using a server-to-server integration is to configure Google Ads. 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.)

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 Formsable to track CRM sales and attribute them to ad clicks.

Formsable Setup

In the Formsable UI, open ‘API Credentials’ tab and press ‘Connect Google Ads’ button. It will grant Formsable 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 ‘Outbound’ tab to add a new outbound integration. Select new Google Ads credential, and choose ‘Purchase’ event type. Formsable 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. Formsable will start sending all purchases it attributed to Google Ads clicks to Google Ads API.