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Overview

Destination Type:

Client-side

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Installation Instructions

This is a client-side destination, meaning that you must track all events client-side (including Placed Order and Started Subscription) for this destination to work properly.

If you want to set up a Google Ads conversion for a server-side tracked event, then you should follow the instructions to Import server-side conversions in Google Ads through GA4

Get Tag ID & Conversion Label(s)

  1. Navigate to your Google Ads Dashboards and choose Goals > Summary.

     

  2. Choose

    Create conversion action

     

  3. Choose Conversions on a website, and click on Edit to modify the website.

    Google Ads might propose a GA4 tag instead for a G-tag, but the steps stay the same. Choose Edit.

     

  4. Fill in your URL and choose Scan and then Done.

    Google Ads might warn you that you do not have a tag installed, in that case, you can safely pick Skip and set up later.

    Google Ads might propose you pick a GA4-tag for your conversion tracking. Instead, click on More ways to connect and pick Google tag.

     

  5. Choose Purchase from the list of conversion actions.

     

  6. Click on Set up.

     

  7. Click on Create a manual event and pick a name for your conversion: e.g. [Converge] Purchase. Then click on Use event.

     

  8. Click Save and continue.

  9. Click on See event snippet.

9. Copy the Tag ID and the Conversion ID, in this example the Tag ID is AW-11288325266; the Conversion ID is 5CTkCNPJvIcZEJLZ2IYq. You will need both for the Converge destination.  

Set up the destination

  1. In the Converge sidebar, click on

    Event streams
    and then click Create new Destination.

  2. Select the Google Ads - Conversion tracking destination and click Next.

  3. Give you destination a name (e.g. Google Ads - Conversion Destination) and optional description and click Next.

  4. Copy the Tag ID you found earlier in the Tag ID field and click Next.

  5. Click on

    Add new mapping
    and select Placed Order as the source event.

  6. In the Forward As value copy the Tag ID and the Conversion Label separated by a /. From our example it would be AW-11288325266/5CTkCNPJvIcZEJLZ2IYq

  7. Select Client as the Forwarding Mode and click Next.

  1. Select the sources you want to forward events from, then click Next.
This is a client-side destination, meaning that only client-side sources can be used with this destination. You can still select server-side sources but the events will not be send to Google Ads.
  1. Review if there are any issues found in your setup and click Submit.

Activate enhanced conversions

  1. In the side-bar click on Goals > Settings.

  1. Choose Enhanced conversions from the list of dropdowns

  1. Check the box next to Turn on enhanced conversions and pick Google tag, then click Save.

Once you have installed your Converge Destination, you should pause or remove all existing Google Ads conversion tracking. Leaving these on will lead to duplicate tracking.
Converge automatically loads the AW tag on all pages. If you already have an AW tag with the same tag ID in GTM, pause or remove it to prevent tracking conflicts.

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Set up additional conversions

This section explains how to set up conversions for auxiliary events like Added to Cart and Started Checkout.

Before setting up additional conversions, make sure you have the Converge Google Ads - Conversion tracking destination and the Converge Purchase conversion configured. If not, follow the Installation instructions first.

  1. Open your Google Ads Dashboard and go to Goals > Summary.

  2. Click

    Create conversion action
    .

  3. Select Conversions on a website, confirm a Google Tag is already connected, and click Continue.

  4. Choose the conversion type that best matches your event.
    Example: Select Begin checkout for a Started Checkout conversion.

  5. Click Set up next to your Google Tag.

  6. Click Create a manual event, name your conversion (e.g., [Converge] Begin Checkout), and click Use event.

  7. Click Save and continue.

  8. Click See event snippet.

  9. Copy the Conversion ID (e.g., 5CTkCNPJvIcZEJLZ2IYq).

  10. In your Converge dashboard, under Destinations, click on Configuration > Event mapping > Add new mapping.

  11. Click on

    Add new mapping
    and select the event you want as the source event.

  12. In the Forward As value copy the Tag ID and the Conversion Label separated by a /. From our example it would be AW-11288325266/5CTkCNPJvIcZEJLZ2IYq

  13. Select Client as the Forwarding Mode.

  14. Click Save.

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Converge functionality

This integration supports the following Converge destination functionality.

Converge FeatureSupported
Custom Events
Filters
Server-side Conversions

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Import server-side conversions in Google Ads through GA4

Our Google Ads Destination does not support forwarding server-side conversions natively.

However, you can still get a Converge server-side event in Google Ads through the GA4 import functionality.

1

Make sure your conversion arrives in GA4

If your conversion event already exists in GA4 (e.g. when you want to import a purchase or add_to_cart -conversion), then you can move straight onto Step 2.

If you are looking to set up a custom event as a conversion in Google (e.g. a new_customer_purchase -event), you should first make sure that your event is configured as a Custom Event

in the GA4 Destination.

2

Import your GA4 event in Google Ads as a conversion

The steps below demonstrate importing the new_customer_purchase event. But you should import the event/conversion that applies to your use case.

  1. Navigate to your GA4 dashboard and click on the settings icon in the bottom left corner.

  2. In the submenu, navigate to Events.

  3. Under the Events submenu, mark new_customer_purchase as a conversion, if you’d like to import any other conversions, then mark these too.

  4. Navigate back to the settings and go to Attribution settings..

  5. Under Channels that can receive credit, select Google paid channels

  6. The custom conversion is now created in GA4, time to import it into Google Ads. Navigate to Google Ads Manager, go to the Tools and Settings > Conversions submenu in the top bar and click on New conversion action.

  7. Choose the Import as your means of setting up the conversion and choose Google Analytics 4 properties > Web as your source of import. After that, hit Continue.

  8. Choose the new_customer_purchase event (and optionally other events) and click on Import and continue.

  9. Choose your newly created conversion from the conversions list to change its properties.

  10. Click on Edit Settings.

  11. Mark the conversion as Secondary and hit Save if you want to use it exclusively for reporting purposes.

  12. Change the conversion goal to Purchase and hit Save and Done.

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Cross-Domain tracking

If you need to track conversions across multiple domains you will need to set up cross-domain tracking in your Google Ads account.

  1. Go to your Google Ads account.
  2. Go to Tools -> Data manager.
  3. Find your Google tag and click Manage.
  4. Under Settings click Configure your domains.
  5. Add the different domains the user will interact with.
  6. Click Save

Google Ads will automatically add cross-domain tracking parameters to every link going from domain A to domain B.

If you also want cross-domain tracking in Converge. You can follow these instructions.

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FAQ