How do I send my sales to Google Ads with Enhanced Conversions?
Pick your Google Ads account and a TrueROAS conversion action, then save so TrueROAS uploads your orders to Google Ads every hour.
What it does
TrueROAS uploads your store's orders to one conversion action in your Google Ads account. A conversion action is the place in Google Ads where a type of sale is counted. Google then counts these orders as conversions for the ads the customers clicked, and can use them to bid on your campaigns. What each upload holds and how often TrueROAS sends is explained in What does TrueROAS send to each ad platform, and how often?.
Set it up
- Open Events Manager and click Google Enhanced Conversions. Until Google is switched on, you see Set Up Google Enhanced Conversions with What you'll need: Google Ads account with OAuth connection, Conversion Action configured for offline uploads and Customer Data Terms accepted. Click Configure Google Ads. Back brings you back to this screen.
- If you see Google Ads account not connected. Please connect your account below., click Connect Google Ads and sign in with the Google account that manages your ads. See How do I connect, re-link or unlink Google Ads on the Integrations page?.
- A strip titled 3 quick steps lists Select ad account, Create a TrueROAS conversion action and Save and activate. Pick your Google Ads account in Select Google Ad Account.
- Choose the conversion action:
- Click Create New Conversion Action to let TrueROAS create one. It creates an enabled purchase conversion action in your Google Ads account, named TrueROAS Server Purchase followed by today's date, for example TrueROAS Server Purchase 14th Oct, and selects it. The button reads Creating... while it works, then you see Conversion action created and selected successfully.
- Or pick an existing action in Select Conversion Action for New Orders. The list only holds enabled actions that accept uploaded conversions. When your account has none, only the Create New Conversion Action button shows.
- Click Save Settings. This saves your choice and switches sending on. You see Activated CAPI for google. The button stays greyed out until you pick a conversion action that is different from the saved one.
- The Google Ads Enhanced Conversions row at the top now shows ON and Currently active and sending data.
Give it time, then check
The note Please be aware newly created conversions require 6 hours to start. sits under the switch, with an asterisk in front.
Once sending is on, Activity & health shows under the settings whenever you are not editing them. Its box Confirming and activating your conversions (Follow these steps before letting Google optimize on your sales.) lists three steps:
- Give it up to 6 hours: new conversions do not show in Google Ads right away, so the numbers stay at zero for the first hours.
- Check the numbers match your sales: compare what Google counted with your real orders.
- Switch the conversion from secondary to primary: only once the numbers look right, open the conversion action in Google Ads and change it from Secondary to Primary. Google then uses these sales to optimize and bid. Switching earlier can make Google optimize on incomplete data.
The numbers to compare, and whether your action is primary or secondary, are explained in What does the Google Ads health section in Events Manager show?.
Change the settings later
With sending on, the settings fold into a summary: Conversion action, Google Ads account, Send all conversions, Leave out VAT, Leave out shipping and Optimize for profit, each with its value.
- Click Configure at the top of the settings. The button then reads Done.
- Change what you need:
- Pick another action in Select Conversion Action for New Orders and click Save Settings. You see Settings saved.
- Also send orders without a Google Click ID is saved as soon as you flip it.
- Leave out VAT and Leave out shipping, under Value sent to Google, take VAT or shipping out of the value Google receives. See Can I leave VAT and shipping out of the value sent to Google Ads?.
- Optimize for profit instead of revenue sends each order's profit instead of its value. See Can I send profit instead of order value to Meta and Google?.
- Cancel next to Save Settings, or Done, closes the form and drops a conversion action you picked but did not save.
Also send orders without a Google Click ID decides which orders go to Google:
| Switch | What is sent | Message |
|---|---|---|
| Off | Only orders that came from a Google ad click. Google cannot take credit for sales it did not drive. | Only sending conversions with gclid to Google |
| On | Every order. Google tries to match the orders without a click by the customer's hashed email. Google can over-report when another ad platform also claims the same sale. | Now sending all conversions to Google |
Turn it off
Turn off the Google Ads Enhanced Conversions switch. You see Deactivated CAPI for google. Your settings are kept. Events Manager then shows the Set Up Google Enhanced Conversions screen again, or the row reads Currently inactive.
To start again, turn the switch back on. If the panel shows the Set Up Google Enhanced Conversions screen instead, click Configure Google Ads first. You see Activated CAPI for google.
The switch is greyed out while no Google login is connected.
Create a conversion action yourself
Click Show manual instructions under the settings to open How to create a Conversion Action:.
- In your Google Ads account, go to Tools & Settings → Conversions.
- Click + New conversion action.
- Select Conversions offline or Import from clicks.
- Choose Select Data Source Later.
- Click Edit, rename the conversion action and set it as secondary.
A video under the steps shows the same. Reload Events Manager afterwards so the new action shows up in Select Conversion Action for New Orders.
If Google asks you to accept its terms
When Google reports that your account has not accepted its customer data terms, a yellow warning shows in the settings with two links. Open both and accept them in Google Ads:
- Google's ads policy page.
- Google's data processing terms.
Good to know
- These settings apply to the whole store.
- TrueROAS uploads with the Google login of the person who last clicked Save Settings, to the Google Ads account they had picked at that time. If that login stops working, see Why did I get an email asking me to reconnect Google Ads?.
- The account you pick in Select Google Ad Account is saved for your login. It is also the Google Ads account behind your Google numbers in TrueROAS. See How do I connect or change the ad account behind the Meta, Google and Tiktok tabs?.
- Each time the settings open with a saved Google login, TrueROAS checks that login and shows Google Ads Enhanced Conversions Setup Complete, or Google Ads Enhanced Conversions Setup Failed when Google does not accept it.
- If the chosen action is later paused, removed or can no longer take uploads, TrueROAS switches to another enabled action in the same account that accepts uploads, preferring one whose name starts with TrueROAS Server Purchase. The person who set up Google sending for the store gets the notification Google Ads Conversion Action Updated. If there is no such action, nothing is uploaded until you create or enable one.
- When the store's subscription has ended, the row reads Off, subscription ended and nothing is sent.
- On some plans, sending to Google needs the CAPI add-on, and the Google settings stay locked until you add it. See Do I need the CAPI add-on to send events to ad platforms?.
- The Google Ads card in General Settings opens the same settings, without the setup screen. See What is Feed Ad Platforms True Data in General Settings?.
- TrueROAS cannot switch a conversion action from secondary to primary for you. You do that in Google Ads.
- The settings work the same on a phone.