When running Google Ads, monitoring what happens after someone interacts with your ad is essential. By carefully tracking user behavior, such as visiting a landing page or completing a form, you can measure how far they progress through your funnel. This process, known as conversion tracking, helps determine the effectiveness of your ads. Conversion data is typically recorded in Google Ads (formerly AdWords) and is sent to the platform using the “Add to Google Ads” action within a workflow.
Note: Ensure your Google Ads account is properly configured to receive conversion data, and make sure the conversion event is pre-set in Google Ads before using this action in your workflow. As of November 26, 2024, this action supports gclid, wbraid, and gbraid parameters.
How It Works #
Navigate to the Workflows section in your account, then proceed to create a new workflow, or click an existing workflow to access its builder. Ensure that the workflow is appropriately set up with a trigger. Here are some recommended triggers to properly utilize this action:
- Form Submitted: Track form submissions as conversions in Google Ads.
- Appointment Status / Customer Booked Appointment: Log booked appointments as conversion events.
- Order Form Submission: Capture product purchases resulting from your ads.
- Trigger Link Clicked: Record specific link clicks to measure engagement.
- Funnel/Website PageView: Track visits to specific pages (e.g., “Thank You” or “Confirmation” pages) as conversions.
Adding the Action #
With your trigger(s) now in place, proceed to add the Add To Google Ads action by clicking the “+” icon at the desired position in the workflow builder.
Action Name #
Assign a descriptive name to the action that aligns with its role in your workflow.
Conversion #
Select the conversion action you created on Google from the dropdown.
Currency #
This setting determines the currency used for reporting conversions (e.g., USD, EUR, GBP). The default currency is set to USD.
Custom Field Mapping #
Use the toggle to map custom values for Google Ads conversion parameters (GCLID, GBRAID, or WBRAID). When configured, custom fields will take precedence; otherwise, the system will revert to default values.
By properly configuring and utilizing the “Add To Google Ads” action, you can streamline your conversion tracking and make data-driven decisions to improve the ROI of your Google Ads campaigns.
Practical Example #
Suppose you are running a Google Ads campaign to drive form submissions. You can use this action to trigger a “Lead Form Submission” conversion event whenever a form is submitted. This helps you track the campaign’s success in generating leads.
Troubleshooting Tips #
If conversion tracking fails:
- Check the workflow execution logs for errors. This will indicate if the action failed and what the response code was.
- Ensure the conversion name in the action matches the name in Google Ads exactly.
Frequently Asked Questions #
What does the Add To Google Ads action do? #
It sends conversion data to Google Ads, letting you track user behavior after an ad interaction and measure the effectiveness of your campaigns.
What do I need to set up before using this action? #
Ensure your Google Ads account is configured to receive conversion data and that the conversion event is pre-set in Google Ads.
Which parameters does the action support? #
As of November 26, 2024, it supports gclid, wbraid, and gbraid parameters.
What triggers are recommended? #
Form Submitted, Appointment Status / Customer Booked Appointment, Order Form Submission, Trigger Link Clicked, and Funnel/Website PageView are all recommended.
How does custom field mapping work? #
When you map custom values for parameters like GCLID, GBRAID, or WBRAID, those custom fields take precedence; otherwise the system reverts to default values.
What should I check if conversion tracking fails? #
Review the workflow execution logs for errors and response codes, and confirm the conversion name in the action matches the name in Google Ads exactly.
