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Overview

Destination Type:
Server-side

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Installation instructions

This is a server-side destination, meaning that conversions are sent directly from Converge’s servers to Google Ads. This is ideal for tracking events that happen on your backend, like subscription renewals or offline conversions.

Create a conversion action

  1. Navigate to your Google Ads Dashboards and choose Goals > Summary.
    gads-1
     
  2. Choose
    Create conversion action
    gads-2
     
  3. Choose the category to create a conversion action.
  4. In the Create and measure conversion section, click Create Conversion. This displays a dropdown for Select data source. Select Connect data source later — this is the only option compatible with server-side conversion.
    gads-2
     
  5. Give your conversion a name (e.g., [Converge] Server Purchase) and configure the conversion settings.
  6. Click Create and continue.

Set up the destination in Converge

  1. In the Converge sidebar, click on
    Event streams
    and then click Create new Destination.
  2. Select the Google Ads API - Conversion tracking (Server) destination and click Next.
  3. Give your destination a name (e.g., Google Ads - Server Conversion Destination) and optional description and click Next.
  4. Sign in with Google Ads and select the Google Ads account. a. Server-side conversion tracking requires customer data terms and enhanced conversions for leads to be enabled. If a setting is not approved, you’ll see an error with a link to update your settings. Update the settings and come back to check.
    Google Ads server-side authentication error
    If you see an error like this, check that you’ve granted the correct permissions and selected the right Google Ads account during authentication.
    b. If both settings are enabled, click Next.
    Google Ads server-side authentication valid settings
  5. Configure your Google Ads tag ID. Additional settings are available in the advanced configuration. By default, the connection uses the product ID field and gross conversion amount.
    Google Ads server-side conversion configuration
  6. Configure your event mappings. a. If you see “No conversion actions found,” no conversion actions exist in Google Ads yet. Follow the installation instructions above to create conversion actions, then click Retry to load them.
    Google Ads server-side no conversion actions
    b. If conversion actions exist, map your events to them using the dropdown. Only conversion actions labeled Import from clicks can be forwarded.
    Google Ads server-side with conversion actions
  7. Select the sources you want to forward events from, then click Next.
  8. Review if there are any issues found in your setup and click Submit.
If you’re also using the client-side Google Ads destination, make sure you don’t track the same conversions in both destinations to avoid duplicate tracking.

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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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FAQ

Server-side conversions can take up to 24 hours to appear in Google Ads reporting. If you don’t see your conversions after 24 hours:
  1. Verify your Customer ID is correct
  2. Check that the Conversion ID and Label are properly formatted
  3. Review the destination logs in Converge for any errors
  4. Ensure the conversion action is set to “Active” in Google Ads