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Overview

The Google Ads integration allows you to automatically sync your advertising data from Google Ads and send conversion information back to Google to optimize your campaigns. This creates a powerful feedback loop that improves your ad targeting and ROI over time.

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What This Integration Provides

Conversion Tracking

Automatically send conversion postbacks using Google Click ID (gclid) for accurate attribution

Ad Spend Syncing

Automatically import your daily ad spend, clicks, and impressions for accurate ROI reporting

Campaign Management

Sync campaign data, update status, and manage budgets directly from ElasticFunnels

Tracking Link Builder

Generate UTM parameters with Google Ads format for proper attribution

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Setup Guide

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Step 1: Connect Your Google Ads Account

  1. Navigate to Settings → Integrations → Advertising
  2. Find Google Ads and click “New integration” or “Manage integrations”
  3. Click “Connect your Google Ads Account”
  4. You’ll be redirected to Google to authorize access
  5. Grant the necessary permissions for ad data access
You’ll need admin access to your Google Ads account to complete the authorization. A Google Ads Developer Token must be configured at the application level (contact support if needed).

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Step 2: Select Your Ad Account

After authorization, you’ll see a list of all Google Ads accounts you have access to:
  1. Review the available accounts (shown with account ID and name)
  2. Select the account you want to track
  3. The selected account will be saved to your integration
If you manage multiple businesses, you can create separate integrations for each Google Ads account to keep reporting organized.

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Step 3: Configure Conversion Tracking (Required for Postbacks)

To enable conversion postbacks (highly recommended):
  1. Enter your Conversion Action ID
    • Find it in Google Ads → Tools & Settings → Conversions
    • Create a new conversion action if you don’t have one
    • Copy the Conversion Action ID (numeric value)
  2. Enable Conversion Postbacks
    • Check the box to enable automatic postback sending
    • This sends purchase data back to Google Ads when customers complete orders
  3. Click “Update Integration” to save
Conversion postbacks require a valid Conversion Action ID. If you enable postbacks without a Conversion Action ID, the system will warn you. The postback will only fire when conversions have a valid gclid (Google Click ID) parameter.

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Understanding Google Click ID (gclid)

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How It Works

Google Ads uses gclid (Google Click ID) to track which clicks lead to conversions:
  1. When someone clicks your Google Ads link, Google adds a gclid parameter to the URL
  2. ElasticFunnels automatically captures this gclid in the click tracking data
  3. When a conversion occurs, we send the gclid back to Google Ads
  4. Google Ads attributes the conversion to the original click

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Why This Matters

Example: Conversion Attribution

User clicks Google Ad → URL includes gclid=abc123
User visits your funnel → gclid is captured
User makes purchase → Conversion postback sent with gclid=abc123
Google Ads → Attributes conversion to original click
The gclid is automatically captured when users click Google Ads links. You don’t need to manually configure anything - just ensure you’re using Google Ads tracking links.

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Ad Spend Syncing

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Automatic Sync Schedule

Your ad spend data syncs automatically on a regular schedule. This includes:
  • Daily spend amounts
  • Click counts
  • Impression counts
  • Campaign names
  • Ad group information
Historical data is available immediately after connecting. Future data syncs automatically without any action needed.

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Viewing Your Ad Data

After your first sync completes, you can view your ad performance:
  1. Go to Analytics → Ad Spend Reports
  2. Select your date range
  3. View spend, clicks, and ROI metrics
  4. Filter by campaign, ad group, or specific ads

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Conversion Postbacks

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What Are Conversion Postbacks?

Conversion postbacks send purchase information back to Google Ads when a customer completes an order. This helps Google Ads:
  • Optimize your campaigns for conversions (not just clicks)
  • Improve audience targeting based on who actually buys
  • Provide accurate attribution data
  • Enable features like automated bidding

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What Data is Sent

When a conversion occurs, we send:
  • Purchase event
  • Order value and currency
  • Order ID
  • Google Click ID (gclid)
  • Conversion Action ID
All customer data is handled according to Google’s privacy requirements. Conversion data is sent securely to Google Ads.

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When Postbacks Are Triggered

Postbacks fire automatically when:
  1. ✅ Customer clicked a Google Ad (gclid present in click data)
  2. ✅ Customer completed a purchase
  3. ✅ Integration has postbacks enabled
  4. ✅ Conversion Action ID is configured
If a conversion doesn’t have a gclid (e.g., user didn’t come from Google Ads), no postback will be sent. This is expected behavior.
The Tracking Link Builder automatically generates the correct UTM parameters for Google Ads: Google Ads Template: 
utm_source=google
utm_medium=cpc
utm_campaign={campaignid}
utm_term={keyword}
utm_content={creative}
adid=ga_{creative}_{campaignid}
Access the Tracking Link Builder from Tools → Tracking → Tracking Link Builder or from the Pages/Funnels list dropdown menu.

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Campaign Management

You can view and manage your Google Ads campaigns:
  • View campaign information and performance
  • Monitor ad group performance
  • Track campaign metrics alongside funnel data

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Managing Multiple Integrations

If you manage multiple businesses or clients, you can create multiple Google Ads integrations:

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When to Create Multiple Integrations

  • Managing different client accounts (agencies)
  • Separate businesses with different Google Ads accounts
  • Different brands under one ElasticFunnels account
  • Testing vs. production campaigns

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How It Works

Each integration is independent:
  • Has its own Google Ads account
  • Has its own Conversion Action ID
  • Has its own postback settings
  • Syncs separately
Name each integration clearly (e.g., “Client A - Supplements”, “Client B - Software”) to keep them organized.

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Troubleshooting

Possible Causes:
  • First sync hasn’t run yet
  • No ad spend in the selected date range
  • Ad account has no active campaigns
Solution: Wait for first sync, or contact support to trigger manual sync
Cause: Google OAuth tokens expire after a period of timeSolution: Click the “Re-authenticate” button on your integration to refresh your connection
Possible Causes:
  • Postbacks not enabled
  • No Conversion Action ID configured
  • Customer didn’t click a Google Ad (no gclid)
  • gclid expired (Google Ads has a 90-day attribution window)
Solution:
  1. Verify Conversion Action ID is entered correctly
  2. Check “Enable Conversion Postbacks” is checked
  3. Ensure customers are clicking Google Ads links (gclid must be present)
Answer: A Developer Token is required for Google Ads API access. It’s configured at the application level by ElasticFunnels support, not per integration. If you see errors about Developer Token, contact support.

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Best Practices

1

Set Up Conversion Postbacks

Always enable postbacks to help Google Ads optimize your campaigns for actual purchases, not just clicks.
2

Use Tracking Link Builder

Always use the Tracking Link Builder when creating Google Ads links to ensure proper gclid tracking and UTM parameters.
3

Configure Conversion Action

Set up a conversion action in Google Ads before enabling postbacks. Use a meaningful name like “Purchase” or “Lead Form Submission”.
4

Monitor Postback Success

Check your integration status regularly to ensure postbacks are being sent successfully.

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Required Information

  • Google Ads account access with admin permissions
  • Conversion Action ID (created in Google Ads)
  • Google Ads Developer Token (configured at application level)

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Benefits of Integration

  • Conversion Tracking: Measure which keywords and ads drive conversions
  • Smart Bidding: Use conversion data for automated bidding strategies
  • Audience Insights: Better understand your converting audience
  • ROI Measurement: Calculate exact return on ad spend
  • Campaign Optimization: Google Ads uses conversion data to improve targeting

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Next Steps

View Ad Reports

See your ad performance and ROI metrics

Meta Ads Integration

Connect Meta Ads for complete cross-platform tracking

Tracking Link Builder

Create properly formatted tracking URLs

Analytics Dashboard

Unified view of all your marketing metrics