Before you create a Google Ads conversion upload in Funnel, complete the items below. The same principles apply to other conversion upload destinations; this guide is Google Ads–specific.
1. Data in Funnel (Data Hub)
Your conversion data must already be available in Funnel via:
A core connector (CRM, e‑commerce, warehouse, analytics export, etc.), or
Spreadsheet / file / SFTP import.
Your dataset should include:
At least one Google-supported user identifier, for example:
gclid(recommended),gbraid,wbraid, email, or phone (formats per Google's current requirements).Conversion time
Conversion value (when you need value in Google Ads)
2. Conversion action in Google Ads
Create a conversion action that will receive Funnel's uploads.
Recommended for testing
In Google Ads go to Goals → Conversions.
Duplicate an existing conversion action that is similar to what you want to upload.
Rename it clearly (for example:
Purchase – Funnel test).
Set it as Secondary (not Primary) so bidding is unaffected while you validate.
Keep counting and attribution settings aligned with what you want to compare.
3. Configure the conversion upload
Open Export and create a new conversion upload → Google Ads.
Authenticate the correct Google Ads account.
Select the duplicated secondary conversion action.
Map identifier, conversion time, and conversion value (and any optional fields).
Review filters and upload triggers, then activate.
4. Validate in parallel
Run the original conversion action (Primary) and the Funnel test action (Secondary) together for at least seven days (longer if your sales cycle is slow).
In Goals → Conversions → Summary, compare attributed conversions. A healthy conversion upload setup often shows higher "All conversions" visibility for events that were previously under-counted or unattributed.