Google Ads Conversions

Sending conversions the correct way to Google Ads

This quick tutorial assumes that you already have your Google Ads account connected and integrated with SprintHub and that you have already configured conversions within the Google Ads dashboard. If you have not done so yet, click the tutorial below to configure it:

Integration - Google Ads and Gmail

Creating conversions in Google Ads to send via SprintHub

In the default Google Ads configuration in SprintHub, it is possible to leave enabled to send conversions automatically whenever a Lead is created, CRM Lead Won, Score modified or Lead Lost.

This is useful if 100% of the leads that arrive come from Google.

If that is not your case and you have Leads coming from other channels such as Meta Ads or Tiktok Ads or LinkedIn Ads, disable this option:

Leave everything disabled.

After Qualifying the Lead using AI or some human SDR and you send the Lead to the CRM, creating an opportunity for this Lead, send the conversion only if the GCLID exists, inside the "Third Party Data" tab of the Contact/Lead, as shown below.

1. Why you should NOT send leads exclusive to Meta or another platform to Google

If a lead came purely from Meta Ads and never interacted with your Google ad, sending that conversion to Google Ads brings two problems:

• Processing Error: To record an offline conversion (lead import), Google requires a "link" key. The main key is the GCLID (Google Click ID). If the lead came from Facebook, it does not have a GCLID. If you try to upload without this ID, Google will simply reject the row or report an error.

• Data Poisoning: If you, for some reason, try to force this conversion (using customer data such as email for broad match ), you will be telling Google:"Look, bring more people like this"

. The algorithm will try to find patterns in those users. If the behavior pattern of those who convert on Facebook is different from those who convert on Google, you will confuse the artificial intelligence, worsening the optimization of your bids.

2. The exception: The Cross-Channel Path

What if the user clicked on Google Ads AND then clicked on Meta Ads?

• In this case, the best approach depends on the attribution model, but technically you should send it if the lead has a GCLID associated with it in your CRM, even if the "last conversion" came from Meta.

• How it works: If your CRM stored the GCLID from a click made 5 days ago, and the customer converted today via Facebook, by sending that GCLID to Google, the system will identify that it participated in the journey.