Overview¶
Progrid Google Ads Integration (progrid_google_ads_conversions) bridges your CRM pipeline and
Google Ads account so that every meaningful lead progression is reported as a conversion, audience
lists stay synchronized, and ad performance data flows back into Progrid for analysis.
Purpose¶
Without this module, marketing teams must manually export conversion data or rely on website-only tracking that misses offline sales outcomes. This module solves that problem by automatically uploading conversions to Google Ads whenever a lead reaches a configured CRM stage, giving Google’s bidding algorithms accurate signal about which clicks actually produce revenue.
The module also supports:
Call conversions for phone-based sales attribution
Conversion adjustments for retracting spam leads and restating deal values
Customer Match audiences for retargeting and lookalike campaigns
Ad performance reporting to review campaign metrics without leaving Progrid
Lead form imports to pull Google Ads lead form submissions directly into CRM
Target users¶
Marketing managers¶
Marketing managers use this module to close the attribution loop between ad spend and CRM outcomes. They configure which CRM stages trigger conversions, set conversion values, manage audience lists, and monitor campaign performance through the built-in reporting views.
Sales managers¶
Sales managers benefit from automatic lead form imports and the ability to mark spam leads, which triggers conversion retractions in Google Ads. They also see which leads originated from specific campaigns and keywords.
System administrators¶
Administrators handle the initial OAuth2 connection to Google Ads, configure API credentials, manage consent defaults for GDPR compliance, and monitor system health through the alerts dashboard.
How conversion tracking works¶
The module intercepts CRM lead stage changes and creates conversion queue entries that are uploaded to Google Ads. Here is the high-level flow:
Lead moves to a synced stage
|
v
Queue entry created with click ID (GCLID/GBRAID/WBRAID)
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v
Immediate upload attempt via Google Ads API
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+---------+---------+
| |
Success Failure
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Completed Stays pending
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Daily cron retries
(max 3 attempts)
Click ID priority¶
When attributing a conversion, the module uses the first available click identifier from the lead record in this order:
GCLID – Google Click ID, the standard identifier for web clicks
GBRAID – Browser-Related Anonymous ID, used for iOS web-to-app attribution
WBRAID – Web-Related Anonymous ID, used for iOS app-to-web attribution
These fields are populated by the progrid_crm_attribution dependency module, which captures
UTM parameters and click identifiers from incoming web traffic.
Conversion value calculation¶
Each stage can be configured to send one of three value types:
No value – Reports the conversion without a monetary value
Fixed amount – A static value set on the stage (e.g., $50 for a qualified lead)
Expected revenue – Uses the lead’s Expected Revenue field, which updates dynamically as the deal progresses
When a lead’s expected revenue changes after a conversion has already been uploaded, the module automatically queues a restatement adjustment to update the value in Google Ads.
Conversion types¶
Each synced stage can be configured to upload one or more conversion types:
Click conversions – Standard web-attributed conversions using GCLID/GBRAID/WBRAID
Call conversions – Phone-attributed conversions using the lead’s phone number in E.164 format
Both – Uploads both click and call conversions for the same stage change
Audience synchronization¶
The module maintains Customer Match audience lists that are automatically synchronized with Google Ads. Each audience list is linked to one or more CRM stages, and leads at those stages are included as members.
Synchronization happens in two modes:
Delta sync (daily) – Compares current stage membership with the last snapshot, uploading only additions and removals
Full refresh (monthly) – Re-uploads all members to reset Google’s 540-day expiry timer
Audience members are identified by SHA-256 hashed email addresses and phone numbers, ensuring GDPR compliance while enabling Google’s matching algorithms.
Ad performance reporting¶
When enabled, the module pulls campaign, ad group, and keyword metrics from Google Ads daily. Metrics include impressions, clicks, cost, conversions, conversion value, and cost per conversion. Reports cover a rolling 7-day window and are accessible from the Reporting menu.
Lead form imports¶
Google Ads lead form extensions allow users to submit contact information directly from an ad. When enabled, this module pulls those submissions hourly and creates CRM leads with pre-filled contact details, UTM source tagging, and GCLID attribution for downstream conversion tracking.
Automated processes¶
The module runs several scheduled actions to keep data synchronized:
Scheduled action |
Frequency |
Purpose |
|---|---|---|
Conversion catch-up |
Daily 2:00 AM |
Retry failed click conversion uploads |
Adjustment catch-up |
Daily 2:30 AM |
Upload pending retractions and restatements |
Call conversion catch-up |
Daily 2:45 AM |
Retry failed call conversion uploads |
Audience delta sync |
Daily 3:00 AM |
Sync audience list membership changes |
Audience full refresh |
Monthly 4:00 AM |
Reset 540-day expiry for all audience members |
Pull ad reports |
Daily 5:00 AM |
Fetch campaign, ad group, and keyword metrics |
Import lead forms |
Hourly |
Pull new lead form submissions |
Health check |
Daily |
Monitor auth, conversion actions, failure rates |
Cleanup old entries |
Daily |
Remove completed/skipped queue entries older than 90 days |
Module information¶
Technical name |
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Version |
18.0.3.0.0 |
Category |
Marketing |
Dependencies |
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Python requirements |
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