Connect WhatConverts to Google Ads

Connecting WhatConverts to Google Ads enables two-way data flow between platforms. WhatConverts captures all your leads (calls, forms, chats) with their source attribution, then sends qualified conversion data back to Google Ads. This helps Google's algorithms optimize your campaigns for actual conversions, not just clicks.

Before you start, see What is the Google Ads Integration? for an overview. You can only connect one Google Ads account per profile.

Note: Connections at the Profile level are limited to one Google Ads account per profile. If you need to manage multiple profiles under a single Google Ads Manager Account (MCC), you can connect this to your Master Account Google Ads Integration.

Connect Your Google Ads Account

To connect WhatConverts to Google Ads:

Log in to the profile where you want to add the integration.
Go to "Tracking" from the top navigation.
Select "Integrations".
On the Integrations page, find the "Google Ads" card.
Click "Connect".
On the Google Ads integration page, click "Add Connection".
You'll be prompted to sign in with your Google account. Enter the email address associated with your Google Ads account
After authenticating, you'll see the Add Google Ads Connection setup wizard with eight configuration steps.

Note: The Google account must have full admin permissions for the Google Ads account you want to connect.

Step 1: Where Should We Send Conversions?

To select where to send the conversion:

Select your "Customer" (Google Ads customer account).
Select your "Account" (the specific Google Ads account).
Enter a "Conversion Name" (e.g., WhatConverts Leads). This name will appear in your Google Ads conversion reports.
Optionally, enter a "Call Extension Conversion Name" if you want to track call extensions separately (e.g., WhatConverts Call Ext.).

Note: The Call Extension Conversion Action Name is separate because it uses timestamp matching instead of GCLID matching. Make sure to create the conversion action based on the type of conversion you will be sending. Learn more about conversions on View and Understand Your Google Ads Conversion Details

Step 2: How Many Conversions to Count?

Choose your conversion counting method:

"Every": Count every conversion from each click. Recommended for e-commerce purchases where every transaction is valuable.
"One": Count only the first conversion from each click. Recommended for leads, sign-ups, and other conversions where only the first interaction is valuable.

Most lead generation businesses select "One".

Step 3: What Clicks Should We Use?

Choose your attribution model:

"First Click": Attribute conversions to the first Google Ads click in the lookback window.
"Last Click": Attribute conversions to the last Google Ads click in the lookback window.

Set your "Lookback Window (Days)" (default is 90 days). This determines how far back WhatConverts looks for a Google Ads click when attributing a conversion.

Most businesses use "First Click" with a 90-day lookback window.

Step 4: When Should We Trigger Sending Conversions?

Select when WhatConverts should send conversions to Google Ads:

"New Lead Received": Send conversions immediately when a new lead is created.
"Sales Value Received or Added": Send conversions only after a sales value is recorded.
"Set As Quotable Lead": Send conversions only when a lead is marked as quotable.
"Lead Intelligence Rules": Send conversions only when triggered by a Lead Intelligence rule action.

Most businesses select "New Lead Received" to send all leads, or "Set As Quotable Lead" to send only qualified leads.

Tip: If you want to filter out spam or unqualified leads before sending conversions to Google Ads, choose "Set As Quotable Lead" or "Lead Intelligence Rules" so you control exactly which leads Google sees.

Step 5: Which Value Should Be Used When Passing Conversions?

Choose which value to send to Google Ads:

“Quote Value”: Estimated value for a lead (potential revenue)
“Sales Value”: Actual revenue earned from a closed sale (confirmed revenue)

Step 6: Should We Update Existing Conversions When Sales Value Changes?

Choose whether to update conversions in Google Ads when you update the sales value in WhatConverts:

"No, don't update conversions": Send conversion data once and never update it.
"Yes, update conversions": Update Google Ads when sales values change in WhatConverts.

Note: Call extension conversions cannot be updated after sending, regardless of this setting.

Step 7: What Lead Types Trigger These Conversions?

Select which lead types should send conversions to Google Ads. Check the boxes next to:

"Phone Calls": Calls longer than a specified duration (default 0 seconds).
"Text Messages": SMS leads.
"Web Forms": Form submissions.
"Transactions": eCommerce purchases.
"Custom Events": Custom event tracking.
"Chats": Chat conversations.
"Emails": Inbound emails.
"Appointments": Scheduled appointments.
"Others": Any other lead types.

For phone calls, adjust the minimum call duration if needed (e.g., 60 seconds ensures only meaningful conversations are counted).

Tip: Set a minimum call duration (like 60 seconds) to filter out wrong numbers or hang-ups and ensure Google only optimizes for quality phone calls.

Step 8: Send Using Enhanced Conversions?

For your initial setup, skip this step and click "Finish" to complete the connection.

Note: Enhanced conversions cannot be enabled in WhatConverts until you first configure them in your Google Ads account. Complete the initial connection first, then follow the steps below to enable enhanced conversions.

Enable Enhanced Conversions (Optional)

Enhanced conversions improve tracking accuracy by sending additional customer data (like email or phone) to Google Ads. To enable this feature, you must first configure it in Google Ads, then activate it in WhatConverts. Follow the steps in the article Understand Google Ads Enhanced Conversions.

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