How enhanced conversions for leads works
Enhanced conversions for leads requires setting up a tag that automatically
sends a GCLID to Google Ads when a user submits a lead form. You must set up tagging
through
Google Tag Manager
or the Google tag. The tag sends lead form
submission data — for example, the user's email address — along with
a GCLID, to Google Ads when the user submits the lead form. When the user later
converts, you can either upload the conversion through the Google Ads UI, as
described in the
Help Center
,
or you can upload the conversion with the lead form information through the
Google Ads API.
Enhanced conversions for leads in the Google Ads API captures step 5 in the following
flow.
Implement the prerequisites
There are a few prerequisites to a working enhanced conversions setup. Make sure
all of the prerequisites are satisfied before proceeding to implementation:
Enable conversion tracking in your Google Ads conversion customer.
Accept the customer data terms and opt in to enhanced conversions for leads.
Configure tagging.
1. Enable conversion tracking in your Google Ads conversion customer
Retrieve information about your conversion tracking setup
You can check your account's conversion tracking setup and confirm conversion
tracking is enabled by querying the
Customer
resource
for the
ConversionTrackingSetting
.
Issue the following query with
GoogleAdsService.SearchStream
:
SELECT
customer.conversion_tracking_setting.
google_ads_conversion_customer
,
customer.conversion_tracking_setting.
conversion_tracking_status
,
customer.conversion_tracking_setting.conversion_tracking_id,
customer.conversion_tracking_setting.cross_account_conversion_tracking_id
FROM customer
The
google_ads_conversion_customer
field indicates the Google Ads account that
creates and manages conversions for this customer. For customers using
cross-account conversion tracking
,
this is the ID of a manager account. The Google Ads conversion customer ID should be
given as the
customer_id
in Google Ads API requests to create and manage conversions.
Note that this field is populated even if conversion tracking is not enabled.
The
conversion_tracking_status
field indicates whether conversion tracking is enabled and whether the account
is using cross-account conversion tracking.
Create a conversion action under the Google Ads conversion customer
If the
conversion_tracking_status
value is
NOT_CONVERSION_TRACKED
,
conversion tracking is not enabled for the account. Enable conversion tracking
by creating at least one
ConversionAction
in
the Google Ads conversion account, like in the following example. Alternatively, you
can create a conversion action in the UI by following the instructions in the
Help Center
for the
conversion type you want to enable.
Note that enhanced conversions are enabled automatically when sent through the
Google Ads API, but they can be disabled through the Google Ads UI.
Code example
Java
private void runExample(GoogleAdsClient googleAdsClient, long customerId) {
// Creates a ConversionAction.
ConversionAction conversionAction =
ConversionAction.newBuilder()
// Note that conversion action names must be unique. If a conversion action already
// exists with the specified conversion_action_name the create operation will fail with
// a ConversionActionError.DUPLICATE_NAME error.
.setName("Earth to Mars Cruises Conversion #" + getPrintableDateTime())
.setCategory(ConversionActionCategory.DEFAULT)
.setType(ConversionActionType.WEBPAGE)
.setStatus(ConversionActionStatus.ENABLED)
.setViewThroughLookbackWindowDays(15L)
.setValueSettings(
ValueSettings.newBuilder()
.setDefaultValue(23.41)
.setAlwaysUseDefaultValue(true)
.build())
.build();
// Creates the operation.
ConversionActionOperation operation =
ConversionActionOperation.newBuilder().setCreate(conversionAction).build();
try (ConversionActionServiceClient conversionActionServiceClient =
googleAdsClient.getLatestVersion().createConversionActionServiceClient()) {
MutateConversionActionsResponse response =
conversionActionServiceClient.mutateConversionActions(
Long.toString(customerId), Collections.singletonList(operation));
System.out.printf("Added %d conversion actions:%n", response.getResultsCount());
for (MutateConversionActionResult result : response.getResultsList()) {
System.out.printf(
"New conversion action added with resource name: '%s'%n", result.getResourceName());
}
}
}
C#
public void Run(GoogleAdsClient client, long customerId)
{
// Get the ConversionActionService.
ConversionActionServiceClient conversionActionService =
client.GetService(Services.V16.ConversionActionService);
// Note that conversion action names must be unique.
// If a conversion action already exists with the specified name the create operation
// will fail with a ConversionAction.DUPLICATE_NAME error.
string ConversionActionName = "Earth to Mars Cruises Conversion #"
+ ExampleUtilities.GetRandomString();
// Add a conversion action.
ConversionAction conversionAction = new ConversionAction()
{
Name = ConversionActionName,
Category = ConversionActionCategory.Default,
Type = ConversionActionType.Webpage,
Status = ConversionActionStatus.Enabled,
ViewThroughLookbackWindowDays = 15,
ValueSettings = new ConversionAction.Types.ValueSettings()
{
DefaultValue = 23.41,
AlwaysUseDefaultValue = true
}
};
// Create the operation.
ConversionActionOperation operation = new ConversionActionOperation()
{
Create = conversionAction
};
try
{
// Create the conversion action.
MutateConversionActionsResponse response =
conversionActionService.MutateConversionActions(customerId.ToString(),
new ConversionActionOperation[] { operation });
// Display the results.
foreach (MutateConversionActionResult newConversionAction in response.Results)
{
Console.WriteLine($"New conversion action with resource name = " +
$"'{newConversionAction.ResourceName}' was added.");
}
}
catch (GoogleAdsException e)
{
Console.WriteLine("Failure:");
Console.WriteLine($"Message: {e.Message}");
Console.WriteLine($"Failure: {e.Failure}");
Console.WriteLine($"Request ID: {e.RequestId}");
throw;
}
}
PHP
public static function runExample(GoogleAdsClient $googleAdsClient, int $customerId)
{
// Creates a conversion action.
$conversionAction = new ConversionAction([
// Note that conversion action names must be unique.
// If a conversion action already exists with the specified conversion_action_name
// the create operation will fail with a ConversionActionError.DUPLICATE_NAME error.
'name' => 'Earth to Mars Cruises Conversion #' . Helper::getPrintableDatetime(),
'category' => ConversionActionCategory::PBDEFAULT,
'type' => ConversionActionType::WEBPAGE,
'status' => ConversionActionStatus::ENABLED,
'view_through_lookback_window_days' => 15,
'value_settings' => new ValueSettings([
'default_value' => 23.41,
'always_use_default_value' => true
])
]);
// Creates a conversion action operation.
$conversionActionOperation = new ConversionActionOperation();
$conversionActionOperation->setCreate($conversionAction);
// Issues a mutate request to add the conversion action.
$conversionActionServiceClient = $googleAdsClient->getConversionActionServiceClient();
$response = $conversionActionServiceClient->mutateConversionActions(
MutateConversionActionsRequest::build($customerId, [$conversionActionOperation])
);
printf("Added %d conversion actions:%s", $response->getResults()->count(), PHP_EOL);
foreach ($response->getResults() as $addedConversionAction) {
/** @var ConversionAction $addedConversionAction */
printf(
"New conversion action added with resource name: '%s'%s",
$addedConversionAction->getResourceName(),
PHP_EOL
);
}
}
Python
def main(client, customer_id):
conversion_action_service = client.get_service("ConversionActionService")
# Create the operation.
conversion_action_operation = client.get_type("ConversionActionOperation")
# Create conversion action.
conversion_action = conversion_action_operation.create
# Note that conversion action names must be unique. If a conversion action
# already exists with the specified conversion_action_name, the create
# operation will fail with a ConversionActionError.DUPLICATE_NAME error.
conversion_action.name = f"Earth to Mars Cruises Conversion {uuid.uuid4()}"
conversion_action.type_ = (
client.enums.ConversionActionTypeEnum.UPLOAD_CLICKS
)
conversion_action.category = (
client.enums.ConversionActionCategoryEnum.DEFAULT
)
conversion_action.status = client.enums.ConversionActionStatusEnum.ENABLED
conversion_action.view_through_lookback_window_days = 15
# Create a value settings object.
value_settings = conversion_action.value_settings
value_settings.default_value = 15.0
value_settings.always_use_default_value = True
# Add the conversion action.
conversion_action_response = (
conversion_action_service.mutate_conversion_actions(
customer_id=customer_id,
operations=[conversion_action_operation],
)
)
print(
"Created conversion action "
f'"{conversion_action_response.results[0].resource_name}".'
)
Ruby
def add_conversion_action(customer_id)
# GoogleAdsClient will read a config file from
# ENV['HOME']/google_ads_config.rb when called without parameters
client = Google::Ads::GoogleAds::GoogleAdsClient.new
# Add a conversion action.
conversion_action = client.resource.conversion_action do |ca|
ca.name = "Earth to Mars Cruises Conversion #{(Time.new.to_f * 100).to_i}"
ca.type = :UPLOAD_CLICKS
ca.category = :DEFAULT
ca.status = :ENABLED
ca.view_through_lookback_window_days = 15
# Create a value settings object.
ca.value_settings = client.resource.value_settings do |vs|
vs.default_value = 15
vs.always_use_default_value = true
end
end
# Create the operation.
conversion_action_operation = client.operation.create_resource.conversion_action(conversion_action)
# Add the ad group ad.
response = client.service.conversion_action.mutate_conversion_actions(
customer_id: customer_id,
operations: [conversion_action_operation],
)
puts "New conversion action with resource name = #{response.results.first.resource_name}."
end
Perl
sub add_conversion_action {
my ($api_client, $customer_id) = @_;
# Note that conversion action names must be unique.
# If a conversion action already exists with the specified conversion_action_name,
# the create operation fails with error ConversionActionError.DUPLICATE_NAME.
my $conversion_action_name = "Earth to Mars Cruises Conversion #" . uniqid();
# Create a conversion action.
my $conversion_action =
Google::Ads::GoogleAds::V16::Resources::ConversionAction->new({
name => $conversion_action_name,
category => DEFAULT,
type => WEBPAGE,
status => ENABLED,
viewThroughLookbackWindowDays => 15,
valueSettings =>
Google::Ads::GoogleAds::V16::Resources::ValueSettings->new({
defaultValue => 23.41,
alwaysUseDefaultValue => "true"
})});
# Create a conversion action operation.
my $conversion_action_operation =
Google::Ads::GoogleAds::V16::Services::ConversionActionService::ConversionActionOperation
->new({create => $conversion_action});
# Add the conversion action.
my $conversion_actions_response =
$api_client->ConversionActionService()->mutate({
customerId => $customer_id,
operations => [$conversion_action_operation]});
printf "New conversion action added with resource name: '%s'.\n",
$conversion_actions_response->{results}[0]{resourceName};
return 1;
}
Make sure the
conversion_action_type
is set to the correct
ConversionActionType
value.
For more guidance on creating conversion actions in the Google Ads API, see
Create Conversion Actions
.
Retrieve an existing conversion action
You can retrieve details for an existing conversion action by issuing the
following query. Make sure the customer ID in the request is set to the Google Ads
conversion customer you identified above, and the conversion action type is set
to the correct
ConversionActionType
value.
SELECT
conversion_action.resource_name,
conversion_action.name,
conversion_action.status
FROM conversion_action
WHERE conversion_action.type = 'UPLOAD_CLICKS'
2. Accept the customer data terms and opt in to enhanced conversions for leads
You must opt in to enhanced conversions for leads and accept the customer data
terms before you can use enhanced conversions for leads. You can verify whether
these prerequisites are already met by issuing the following query to the Google Ads
conversion customer:
SELECT
customer.id,
customer.conversion_tracking_setting.
accepted_customer_data_terms
,
customer.conversion_tracking_setting.
enhanced_conversions_for_leads_enabled
FROM customer
If either of
accepted_customer_data_terms
or
enhanced_conversions_for_leads_enabled
is
false
, follow the instructions in
the
Help Center
to
complete these prerequisites.
3. Configure tagging
You can configure the Google tag to enable enhanced conversions for leads by
following the instructions in the
Help
Center
. To set up
enhanced conversions for leads with Google Tag Manager, follow these
instructions
.
Next steps
Once you've satisfied the prerequisites, you're ready to
implement enhanced
conversions for leads
.