Google Ads FAQs

This article answers common questions about Google Ads and the Google Ads integration in WhatConverts, including how lead attribution works, how conversions are sent to Google Ads, and how to troubleshoot common tracking issues.

What is the Google Ads integration?

The Google Ads integration connects your WhatConverts account to Google Ads so that leads tracked by WhatConverts can be sent back to Google Ads as conversions.

For more information, see What is the Google Ads Integration?

What types of leads can be sent to Google Ads?

WhatConverts can send several types of leads to Google Ads as conversions, including:

• Phone Calls
• Text Messages
• Web Forms
• Transactions
• Custom Events
• Chats
• Emails
• Appointments

You can control which leads are sent using the integration’s settings or Lead Intelligence rules.

What is the GCLID and why is it important?

The Google Click Identifier (GCLID) is a unique parameter added to the URL when someone clicks a Google Ad.

WhatConverts captures the GCLID and stores it with the visitor’s session. When a lead is recorded, the GCLID enables WhatConverts to identify the lead as originating from Google Ads.

When leads are sent back to Google Ads as conversions, Google uses the GCLID to match the lead to the correct campaign, ad group, and keyword in the Google Ads account.

Do I need to enable auto-tagging in Google Ads?

Yes. Auto-tagging must be enabled in your Google Ads account.

Auto-tagging automatically adds the GCLID parameter to your ad URLs. Without it, WhatConverts cannot capture the GCLID, which may prevent:

• Campaign and keyword attribution in Google Ads
• Conversion tracking in Google Ads
• Sending leads back to Google Ads as conversions

For more information, please see Set Up ValueTrack and Auto-Tagging for Google Ads.

Can WhatConverts send offline conversions to Google Ads?

Yes. WhatConverts can send offline conversions to Google Ads.

If someone clicks a Google Ad and later submits a form, makes a phone call, or completes another tracked lead action, WhatConverts can send that lead back to Google Ads as a conversion.

Why aren’t my Google Ads campaign or keyword showing in my leads?

If campaign or keyword data is missing, it may be because it was not passed from Google Ads.

Common reasons include:

• A ValueTrack template is not configured, which is required to pass campaign and keyword data into WhatConverts.
• The campaign type does not provide keyword data (such as Smart campaigns, Dynamic Search Ads, or Performance Max campaigns)
• The landing page redirects and removes tracking parameters
• The WhatConverts tracking script is not installed or firing

For more information, please see Set Up ValueTrack and Auto-Tagging for Google Ads.

Why don’t Google Ads conversions match WhatConverts leads?

Discrepancies between Google Ads and WhatConverts reporting are normal. These discrepancies can occur because Google Ads attributes conversions to the date of the ad click, while WhatConverts attributes them to the date the lead occurred. Because of different reporting styles, the numbers between the two platforms may not always match exactly.

For more information, see Conversions in WhatConverts and Google Ads Don’t Match.

Do I need Dynamic Number Insertion (DNI) for Google Ads call tracking?

Dynamic Number Insertion (DNI) is only required if you want to track phone calls from visitors who click a Google Ad and then call from your website.

DNI works by replacing the phone number displayed on your website with a tracking number based on the visitor’s traffic source. This allows WhatConverts to identify calls that originated from Google Ads website visits.

If you want to track calls made directly from Google Ads call extensions or call-only ads, you should instead set up a Google Call Extension tracking number in WhatConverts.

For more information, see Create a Dynamic Number Pool for Search Engines and Add a Phone Number to Track Google Ads Extension Calls.

Why isn’t my lead being sent to Google Ads?

Leads may not be sent to Google Ads for several reasons, including:

• The lead does not contain a GCLID.
• The Google Ads integration is not connected.
• The lead does not meet the integration’s sending rules.
• The lead occurs outside Google Ads’ conversion time window.
• The conversion action is not configured in Google Ads.

If leads are not being sent as expected, review your integration settings and confirm that the lead contains a GCLID and meets the criteria for sending conversions to Google Ads.

Related Topics

• What is the Google Ads Integration?
• Set Up ValueTrack and Auto-Tagging for Google Ads
• Conversions in WhatConverts and Google Ads Don’t Match
• Create a Dynamic Number Pool for Search Engines
• Add a Phone Number to Track Google Ads Extension Calls