On this page
Why it matters
Without it, Google Ads only knows that a form was sent or a call made. It cannot tell a lead that signed a large contract from one that never answered, so bidding chases more leads, not better ones.
With it, bidding can aim at the leads that turn into sales, and reports show cost per customer, not only cost per lead.
Where to find it in Google Ads
- Open Goals, then Conversions, and create a conversion action with Import as the source.
- Choose imports from clicks, from a CRM integration, or from calls.
- Capture the GCLID, or customer details for enhanced conversions for leads, with each lead.
- Upload or sync closed deals with their date and value on a schedule.
An example
A kitchen fitter imports signed quotes from its CRM every night with their value. Over a few months, bidding moves toward searches for full kitchen renovations, which bring the largest contracts.
Common mistakes
- Creating the import action and never feeding it.
- Making the empty import action primary, so bidding chases it.
- Importing late, after the conversion window has passed.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- GCLID: The Google click identifier added to a landing page address when someone clicks an ad.
- Conversion value: What a conversion is worth, sent with it or set as a default.
- Enhanced conversions: A feature that sends hashed first-party data, such as an email entered at checkout, with a conversion, so Google can match conversions that cookies would lose.
