Google Ads

TL;DR

Feed better conversion data to your ad platform

Your ad platform receiving accurate, attributed server-side conversions from AnyTrack.

You’ll know it’s working when

• The ad platform integration is connected
• Duplicate direct pixels are removed where required
• Conversions are visible in both AnyTrack and the ad platform

This guide covers the Google Ads integration in AnyTrack. Connect your Google Ads account with one sign-in. AnyTrack then loads the Google Tag on your site, creates your conversion actions, sends your conversions through the Conversion API with the customer data that Enhanced Conversions use, and imports your campaign spend into the Campaign Report.

Watch the complete setup. The video shows how to connect your Google Ads account, create and map your conversion actions, turn on Enhanced Conversions, turn on the Conversion API, and add the UTM tracking template.

Play YouTube video

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Not sure whether to use Google Analytics 4 or Google Ads conversions?

Read the comparison of Google Ads vs Google Analytics 4 to see which tracking method fits your business.

Key Features and Benefits

• One sign-in connection. Authorize AnyTrack with your Google account. AnyTrack lists your Google Ads accounts for you. You do not enter a conversion ID.
• Automatic conversion actions. AnyTrack creates the recommended conversion actions in your Google Ads account and maps your AnyTrack standard events to them.
• Conversion API delivery. AnyTrack sends each conversion to Google Ads server-side. Smart Bidding learns from real sales, not from browser events alone.
• Enhanced Conversions. AnyTrack hashes the customer data from your conversion sources and sends it with each conversion. You do not configure the fields.
• Tag management. The AnyTrack Tracking Tag loads the Google Tag for you. You do not install the Google snippet on your pages.
• Campaign metrics. AnyTrack imports your campaign structure with spend, impressions, and clicks. The Campaign Report shows cost, conversions, revenue, and ROAS per campaign, ad group, and ad.
• UTM tracking template. One template attributes every Google Ads click to the campaign, ad group, keyword, and ad that served it.
• Campaign management. Pause and resume campaigns from the Campaign Report.
• Manager account support. Connect a Manager (MCC) account to manage more than one Google Ads account.

How the Integration Works

How a Google Ads conversion flows through AnyTrack

From the ad click to Conversion API delivery and campaign metrics

1

visitor

A person clicks your Google Ad

Google auto-tagging adds the gclid click ID to your landing page URL. The UTM tracking template adds the campaign, ad group, keyword, and ad values.

gclid

2

collect

The Tracking Tag collects the click

The AnyTrack Tracking Tag collects the UTM parameters and the gclid value, and loads the Google Tag. AnyTrack stores the click ID with the visitor journey.

utm_id / gclid

3

anytrack

AnyTrack records the conversion

The visitor converts on your website or in a connected conversion source. AnyTrack records the conversion and attributes it to the Google Ads click.

4

conversion-api

AnyTrack sends the conversion to Google Ads

The conversion reaches the mapped conversion action with the hashed customer data that Enhanced Conversions use.

Google Ads API

5

result

The Campaign Report shows cost and results

AnyTrack imports spend, impressions, and clicks from Google Ads and merges them with your conversions.

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Plan availability. Every plan tracks Google Ads traffic and imports your campaign metrics into the Campaign Report. AnyTrack sends conversions to Google Ads through the Conversion API, with the Enhanced Conversions data, on the Starter plan and higher. On the Free plan, Google Ads counts as your one ad platform integration. See the plan comparison.

Why Integrate Google Ads with AnyTrack?

Ad blockers and browser privacy limits hide conversions from browser-based tracking. AnyTrack recovers them with server-side tracking and Conversion API delivery. In Google’s own case studies, server-side measurement improved Square’s conversion measurement by 46% and raised Elkjøp’s user recognition from 3% to 25%.

• Real-time decisions. AnyTrack shows your conversions as they happen. Google Ads attributes them later, on its own schedule.
• Server-side delivery. Conversions reach Google Ads from the AnyTrack servers, so ad blockers and browser limits do not stop them.
• Cross-platform attribution. AnyTrack connects your Google Ads performance to the full customer journey, next to every other channel you run.
• Complete data for Smart Bidding. Enhanced Conversions and the Conversion API give Google Ads the full picture of your sales.

Google Ads Server-Side Tracking

AnyTrack sends every Google Ads conversion through the Google Ads API. AnyTrack matches the conversion to the tracked session that produced it, so Google Ads attributes the conversion to the original ad click.

Each conversion carries the hashed customer data that Enhanced Conversions use: email, phone, name, and address, when your conversion source supplies them. Google matches the data to signed-in users and recovers conversions that cookies miss. See Google Ads Enhanced Conversions.

This path bypasses ad blockers, ITP cookie expiry, and abandoned page loads that break browser-only tracking. It also carries conversions that happen long after the visit, and conversions that never happen in a browser: CRM stage changes, affiliate network postbacks, subscription renewals, and phone calls. For the full architecture across all ad platforms, see Conversion API.

Playbook

• Webhook
• Google Ads

Feed Offline Lead Status to Google Ads

Closes happen in your CRM. Google never finds out. Webhook each stage change back to the click, so Smart Bidding learns from deals, not raw leads.

• Advanced
• ~45 min
• Personal and up

Read the playbook

How to Set Up Google Ads in AnyTrack

Complete the setup in five steps. You do not need code.

Before you begin

• You have an active AnyTrack property with the Tracking Tag installed on your landing pages
• You have Standard or Admin access to your Google Ads account
• You can access the conversion source (Shopify, ClickFunnels, or another connected platform)

1. Connect Your Google Ads Account

AnyTrack connects to Google Ads with one sign-in.

1. In AnyTrack, open Tracking Pixels.
2. On the Google Ads card, click Connect Pixel.
3. Click Connect Google Ads. The first time, Google asks you to sign in and to authorize AnyTrack.
4. Under Select a Pixel, select your Google Ads account. The list shows each account with its conversion ID.

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AnyTrack no longer asks for the conversion ID. Earlier versions of this integration asked you to enter the AW- ID. The connection now lists your Google Ads accounts for you.

2. Create and Map Your Conversion Actions

After you select the account, AnyTrack lists its standard events next to the conversion actions in your Google Ads account.

1. Click Create and map conversion actions. AnyTrack creates one conversion action for each standard event and maps it.
2. Review the mapping. To change a mapping, select a different conversion action.
3. Click Connect Google Ads.

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Set only one action as primary

Event Mapping decides which events AnyTrack sends to Google Ads. Google Ads then decides which of those events reach the Conversions column. In a standard goal, only primary conversion actions count there and drive Smart Bidding. A secondary action reports 0 in the Conversions column even when its goal is set as account-default. Custom goals are the exception: every action inside an applied custom goal counts. Read Google Ads Conversion Goals before you set your goals.

Check the Conversion Actions in Google Ads

1. In Google Ads, open Goals, then Conversions, then Summary.
2. Click View all conversion actions. Your AnyTrack conversion actions are in the list.
3. Open a conversion action and open its Settings tab.
4. Under Action optimization, select Primary for the one action you optimize for. Select Secondary for the actions you only observe.
5. Click Save.

Map an Existing Conversion Action

AnyTrack lists the conversion actions that already exist in your Google Ads account. To map one, select it in the mapping list. AnyTrack supports conversion actions of type Website with Manual Setup.

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If a conversion action does not appear in the mapping list, check these points:

• You connected the correct Google Ads account
• You have Standard or Admin access
• A Manager (MCC) account created the conversion action
• The conversion action has specific page view rules

To create a conversion action by hand in Google Ads, follow this guide:

3. Turn On Enhanced Conversions

Enhanced Conversions add hashed customer data to each conversion, so Google matches more conversions to your ads. Turn them on once for the account.

1. In Google Ads, open Goals, then Conversions, then Settings.
2. Open Enhanced conversions and select Turn on enhanced conversions.
3. Agree to the customer data terms.
4. As the method, select Google Ads API.
5. Click Save.

After AnyTrack sends the first conversions, the Enhanced conversions row shows Managed through Google Ads API. Recording Enhanced Conversions. For the required fields, the match rate, and troubleshooting, see Google Ads Enhanced Conversions.

4. Turn On the Conversion API

1. In AnyTrack, open Tracking Pixels and open your Google Ads pixel.
2. Under Conversion API, turn on Enable server-to-server tracking. AnyTrack now sends every mapped conversion to Google Ads from its servers, with the customer data that Enhanced Conversions use.
3. Click Save.

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AnyTrack sends conversions in real time. Google Ads then processes them on its own schedule and applies its own attribution windows, limitations, and data privacy rules. See Attribution Delays.

5. Install the Google Ads Tracking Template

The UTM tracking template tells AnyTrack which campaign, ad group, keyword, and ad served each click. Without the template, the Campaign Report still identifies the traffic as Google Ads, because the gclid click ID passes with each click. The traffic and conversions do not align with your campaigns, ad groups, and ads, and those fields show (not set).

1. In AnyTrack, open your Google Ads pixel and open the Ads Integration tab.
2. Click the UTM Tracking Template to copy it.
3. In Google Ads, open Admin, then Account settings.
4. Verify that Auto-tagging is set to Yes. Auto-tagging adds gclid to every click.
5. Open Tracking and paste the template in the Tracking template field.
6. Click Save.

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Templates at lower levels override the account template. Google Ads applies a tracking template at the account, campaign, ad group, or ad level. A template on a campaign, ad group, or ad replaces the account template for that item.

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If you use anti-fraud PPC software like ClickCease, the Tracking Template field can already contain their system code. Add the tracking template to the Final URL suffix field instead and remove {lpurl}? from the recommended template.

Complete! You now send conversions to Google Ads with AnyTrack. Verify your setup.

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Validate Google Ads Setup

Verify the integration in Google Ads first, then in AnyTrack.

1. Check the Conversion Action Diagnostics

1. In Google Ads, open Goals, then Conversions, then Summary.
2. Open the conversion action that AnyTrack created and open the Diagnostics tab.
3. Verify that the status is Recording conversions.

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AnyTrack sends conversions in real time, but Google Ads processes them on its own schedule. Last-click conversions appear within 3 hours. Other attribution models take up to 15 hours. A new conversion action can take 3 to 5 days to show data. Google Ads refreshes account statistics every hour.

2. Reconcile AnyTrack and Google Ads Conversion Counts

Every conversion AnyTrack tracks is recorded in the source integration’s Events Log with its value and timestamp. Open the log to see which conversions AnyTrack received, then compare them with your Google Ads conversion counts. For delivery status on the Google Ads side, check the conversion action’s Diagnostics tab.

3. Read Your Google Ads Results in the Campaign Report

Open the Campaign Report and select your Google Ads campaigns. AnyTrack imports the campaign, ad group, and ad structure with Amount Spent, Impressions, and Clicks, and merges them with the conversions it tracked. Each row shows the campaign, ad group, and ad name, with cost, conversions, revenue, and ROAS.

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Attributed Results and Attributed Revenue are the conversions and revenue that Google Ads credits to each campaign with its own attribution model. AnyTrack fetches these two columns from Google Ads. Compare them with the conversions AnyTrack attributes with First Ad Click or Last Ad Click. To change the model, use the Attribution dropdown in the Campaign Report. See First Click vs. Last Click.

Campaign metrics import every hour, not in real time. See Attribution Delays.

Google Ads Integration - Frequently Asked Questions

FAQ was last reviewed on 2026-10-05

Do I need to create the conversion actions in Google Ads by hand?

No. When you connect your Google Ads account, click Create and map conversion actions. AnyTrack creates one conversion action for each standard event in your Google Ads account and maps it. You can still map an existing conversion action of type Website with Manual Setup, and you can change any mapping before you connect.

Which Enhanced Conversions method do I select in Google Ads?

Select Google Ads API. AnyTrack sends your conversions and the hashed customer data through the Google Ads API, not through a tag on your pages. After the first conversions arrive, the Enhanced conversions row in Google Ads shows Managed through Google Ads API. Recording Enhanced Conversions.

What are attributed conversions in the AnyTrack Campaign Reports?

The Attributed Results and Attributed Revenue columns come straight from Google Ads. They map to the Google Ads Conversions and Conversion Value columns, which count the primary actions from the goals each campaign applies. Custom goals are the exception: every action inside an applied custom goal counts. Every action you set as primary therefore adds to Attributed Results. If you set all your conversion actions as primary, one customer journey counts several times. Learn more in the Campaign Report documentation and in Google Ads Conversion Goals.

A goal is account-default but the action is secondary. What shows in the Conversions column?

Nothing from that action. The Google Ads Conversions column counts the primary actions from the goals a campaign applies. A secondary action reports 0 there even when it sits inside an account-default goal, and Smart Bidding does not use it. Its data appears in the All Conversions column instead. The account-default setting decides which goals a campaign uses when the campaign does not select its own. The primary or secondary setting decides which actions inside those goals count and drive bidding. Custom goals are the exception: every action inside an applied custom goal counts. Because Attributed Results in the AnyTrack Campaign Report maps to the Google Ads Conversions column, a secondary action in a standard goal does not appear there either. To make it count, edit the goal in Google Ads and change the action from Secondary (observe only) to Primary.

Why are conversions not showing in Google Ads?

AnyTrack sends conversions in real time, but Google Ads processes them on its own schedule. Last-click conversions appear within 3 hours. Non-last-click attribution models (data-driven, time decay, linear) take up to 15 hours. Conversions imported from GA4 are ready within 12 hours for last click, or 24 hours for other attribution models. New conversion actions can take 3 to 5 days to show data. Google Ads refreshes account statistics every hour. See Why Google Ads Conversions Are Not Showing.

How do I troubleshoot my conversions?

Use the Google Ads diagnostic tools: open Goals, then Conversions, then Summary, open the conversion action, and read its Diagnostics tab. Update your conversion settings based on the diagnostics.

Why am I seeing too many conversions in my Google Ads account?

If you see more conversions in Google Ads than in AnyTrack, remove any Google Ads tags from your website or Google Tag Manager. The AnyTrack Tracking Tag loads the Google Tag for you. Also verify that only the desired goal is set as a primary conversion. Then verify its mapping in the AnyTrack Google Ads Event Mapping.

I'm expecting to track leads but AnyTrack is tracking purchases. Why?

AnyTrack tracks and labels conversions from your conversion sources. When a purchase is received, AnyTrack reports a Purchase event and sends it to Google Ads according to your Event Mapping. Check what events AnyTrack receives in the source integration's Events Log and update the Event Mapping accordingly.

Which conversion settings do I use in Google Ads?

The settings depend on your goals. Primary conversion actions optimize your bid strategy and appear in the Conversions column. Secondary actions are for observation only and appear in All Conversions. A custom goal is the exception. When a campaign applies a custom goal, its primary and secondary actions both appear in the Conversions column.

Why don't I see my conversion actions in the Event Mapping section?

AnyTrack supports conversion actions of type Website with Manual Setup. Actions created through other methods do not appear. Actions with specific page view rules do not appear. Also check that you connected the correct Google Ads account. Check that you have Standard or Admin access. To avoid the problem, let AnyTrack create the conversion actions. Click Create and map conversion actions when you connect the account.

Why don't I see all my campaigns in the Campaign Report?

AnyTrack only fetches campaigns that are associated with the Google Ads account you connected and that have a conversion goal linked to them.

How long does Google Ads take to show conversion data?

Google Ads refreshes account statistics every hour. Last-click conversions process within 3 hours, while other attribution models take up to 15 hours. GA4-imported conversions are ready within 12 hours for last click, or 24 hours for other attribution models. AnyTrack fetches ad spend and campaign metrics every hour, so you can see conversions in AnyTrack before they appear in Google Ads.

Google Ads Enhanced Conversions

Required fields, match rate, and troubleshooting for Enhanced Conversions.

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Google Ads Conversion Goals

Primary and secondary actions, account-default goals, and Attributed Results.

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Google Ads UTM Parameters

What each parameter in the tracking template does.

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Campaign Report

Compare attributed conversions with actual sales and optimize ad spend.

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