Overview
Google's algorithms can only optimise their targeting with data that they have, we want to make sure that they understand what is a critical business value to you.
Common use cases are that you track store sales offline or that you don't sell directly on the website but through a sales lead pipeline. Then you can schedule an import of that data into Funnel and then schedule an upload to Google Ads.
1. Setting up a Conversion Action in Google Ads
In Google Ads, go to Goals > Summary and click "+ Create Conversion Action".
Select that you want to "Import" conversion from "CRMs, files, or other data sources" and select "Track conversions from clicks"
Skip setting up a Data Source since we will send the conversion for you
Select the conversion goal and set a name for the conversion
(Optional step) If you have an existing setup or if you just want to do a "dry run", we recommend to setup a test conversion.
Set the conversion goal to "Other" and give it a clear name. Also, make sure that it's a "Secondary" conversion action in the next step. Then you can start uploading to it and validate that the result is what you'd expect.
2. Setting up a Conversion Upload in Funnel
Authenticate with a Google user that has access to the Google Ads account that you want to upload to.
2.1 Selecting identifier fields
It is mandatory to select at least one identifier which is either of these:
GCLID
You might have to track this yourself, ie taking the gclid value from the URL. That would be the
XXXin this example:www.example.com?param=abc&gclid=XXX
Email - The value will be hashed by us during the upload
You can usually get the user's email from your CRM or CMS, such as Contact Email or Customer Email.
Phone number - The value will be hashed by us during the upload
We will filter out all rows that don't have values for any of these fields.
2.2 Selecting data fields
Conversion time
Every conversion needs a "Conversion time" this can either be a date field from your CRM or backend that represents when they converted or it can be the "Upload time", ie. the current time at the time of the upload.
Conversion value
The value for the conversion can either be set dynamically by selecting a Funnel metric or by using a Funnel custom metric that sets it differently depending on certain rules. When setting up the conversion action in Google Ads you can also choose to set it to a static value (then you want to "Send nothing" from Funnel) or default it to specific value (useful when the conversion value is
(no value)for a row in Funnel and you don't use a custom metric to set a default value).
Data fields selection examples
The e-commerce use case with Google Analytics - example
All Google Analytics data needs to come from GA4 via the BigQuery connector. Since a normal Google Analytics data source does not include event data with GCLIDs.
GCLID is imported from Google Analytics
Conversion time is imported from Google Analytics
Conversion value is "Transaction revenue" from Google Analytics
Filter out the conversion in the Export filter. For example, where "Transaction ID" is not empty or where "Event name" equals "Purchase".
Preferably, a filter is added for which specific Google Analytics Data Source should be used
This will define a table where each row is a transaction and upload that as conversions to Google Ads.
The CRM use case with a date field - example
When you have a date field in your CRM that represents when the user converted.
GCLID is imported from your CRM data source in Funnel. For example HubSpot Contacts, the GCLID is a property on the contact.
Conversion time is also imported from your CRM data source in Funnel.
For example, "Date entered Sales pipeline" from HubSpot Contacts or "Order Created At" from Shopify.
Conversion value is also imported from your CRM data source in Funnel. For example a "Deal size" or "Lifetime value" field in your CRM.
The CRM use case without a date field - example
For when you want to upload all users of a specific type as conversions. This could be all users where the "Lead Score" is above 10 or where the "(Potential) Deal size" is above X.
GCLID is imported from your CRM data source in Funnel. For example HubSpot Contacts, where the GCLID is a property on the contact.
Conversion time is selected as "Upload time". No conversion time field exists, you want to upload all users of this type maybe with some filters.
Conversion value could be a static number in Google Ads or set with a custom metric in Funnel.
2.3 Setting filters
Dimension and metric filters can be added to filter the data the way you want.
It is strongly recommended to add filters on at least "Data Source type" and preferably on "Data Source" to make sure you don't get any extra rows when someone adds more Data Sources in you Funnel Workspace.
2.4 Selecting upload triggers
The upload triggers is what is used when we determine wether or not to send a conversion to LinkedIn. We recommend the default options but you can read more about how they work in this help article: Upload triggers for Conversion Uploads.