Conversion Tracking

This workflow explains how to configure CRM stages to automatically send conversions to Google Ads when leads progress through your pipeline.

Overview

Each CRM stage can be configured to report a conversion to Google Ads when a lead enters that stage. The module supports click conversions (web-attributed via GCLID), call conversions (phone-attributed), or both simultaneously.

Required permissions

  • Sales Manager or System Administrator to configure stage sync settings

  • Salesperson to view the conversion queue

Configure a CRM stage

Step 1: Open stage configuration

  1. Navigate to CRM ‣ Configuration ‣ Stages.

  2. Select the stage you want to sync with Google Ads.

  3. Open the Google Ads tab.

Step 2: Enable sync

  1. Check Sync to Google Ads to enable conversion tracking for this stage.

Step 3: Choose action mode

Select how the conversion action is set up in Google Ads:

  • Create New – The module creates a new conversion action in your Google Ads account with the stage name. Use this for new setups.

  • Link Existing – Select an existing conversion action from the dropdown. The dropdown fetches available actions from your Google Ads account. Use this when you already have conversion actions configured in Google Ads.

Step 4: Set conversion type

Choose which types of conversions to upload when a lead reaches this stage:

  • Click – Standard web-attributed conversions. Requires the lead to have a GCLID, GBRAID, or WBRAID.

  • Call – Phone-attributed conversions. Uses the lead’s phone number in E.164 format.

  • Both – Uploads both a click conversion and a call conversion.

Step 5: Configure value

Set how conversion value is calculated:

  • No Value – No monetary value is sent (value = 0)

  • Fixed Amount – Enter a fixed dollar value in the Fixed Value field (e.g., $50 for a qualified lead, $200 for a proposal sent)

  • Use Expected Revenue – Uses the lead’s Expected Revenue field. Falls back to the fixed value if expected revenue is zero.

Step 6: Set category and lookback window

  • Conversion Category – Choose from Qualified Lead, Converted Lead, Purchase, or Default. This helps Google Ads classify the conversion for reporting and bidding.

  • Lookback Window – Number of days to attribute conversions after a click (1-90 days, default: 30).

Step 7: Save and sync

  1. Click Save.

  2. If you chose Create New, click Sync to Google Ads to create the conversion action.

Note

Newly created conversion actions have a 6-hour propagation delay in Google Ads. Conversions queued during this window are held and uploaded after the delay expires.

Monitor the conversion queue

View all conversion uploads at Google Ads ‣ Conversions ‣ Conversion Queue.

Queue entries have the following statuses:

Status

Meaning

pending

Awaiting upload (either immediate attempt failed or waiting for cron)

processing

Currently being uploaded to Google Ads

completed

Successfully uploaded

failed

Upload failed after 3 attempts (requires manual review)

skipped

Skipped due to missing click ID, new action propagation delay, or other reason

retracted

Original conversion was retracted (spam handling)

Handle spam leads

If a lead is identified as spam after its conversions were already uploaded:

  1. Open the lead in CRM.

  2. Click Mark as Google Ads Spam.

  3. The module automatically queues retraction entries for all completed conversions associated with this lead.

  4. Retractions are uploaded by the daily adjustment cron job.

This ensures your Google Ads conversion data stays clean and bidding algorithms are not polluted by fake conversions.

Value restatements

When a deal’s value changes after a conversion was uploaded:

  1. Update the Expected Revenue field on the lead.

  2. The module automatically detects the change and queues restatement entries to update the conversion value in Google Ads.

  3. Restatements are uploaded by the daily adjustment cron job.

Tip

Use the Use Expected Revenue value type on stages to take full advantage of automatic restatements. As deal values are refined through the sales process, Google Ads receives updated signals for its Smart Bidding algorithms.

Next steps