Google Ads Direct Connect Integration

Our Google Ads user interface helps simplify the process of mapping and sending conversions from your CTM account to your Google Ads account. This integration lets you track conversions directly into Google Ads for any activity with a GCLID, GBRAID, or WBRAID. This includes our direct integration with the Google Ads Call Analytics feature.

• You can apply one set of global lead or sales rules for all Customer Mappings created. This prevents duplicate work across multiple accounts (previously, you had to create a trigger in each account; now, you create one trigger, which gets applied to multiple accounts).
• You can also create sales and lead conversion actions right from CTM.
• Specify the attribution model you wish to use when sending the data. At this time, CTM can distribute.
• Support for GBRAID and WBRAID for mobile iOS users.
• Call Extensions via Google Ads Call Analytics (see your Google Ads account settings to activate).
• Upload / Fire conversions automatically into Google Ads Conversion Trackers.
• Google only accepts conversions with a Click ID (GCLID, GBRAID, or WBRAID). 
• We recommend using either Lead/Sales Rules or Triggers, but not both.  

Connecting to Google Ads Direct Connect:

Navigate to Settings > Integrations > Google Ads Direct Connect. Click Sign in with Google (Google user role must be an Administrator)

• Select the Google account.
• Next, click Allow.

Note: Please use the app.calltrackingmetrics.com domain for white-labeled accounts to connect to this integration.

 1. Manager Account

First, select a Google User account from the drop-down menu or click on Link Google User to add another user to the account.

2. Google Ads Customer Mapping

Next, select your CTM account to send data from, your Google Ads account, and the conversion action(s) where the data will be sent for Leads or Sales. You will want to create a link for each account. For each account linked (or mapped), you will have the option below to set lead or sale rules for when to send the data to Google.

Getting started:

• Click Link Google Ad Account (a slider page will appear).

3. Map Accounts

• Select your CTM Account to send data from.
• Select your Google Ads Account where to send data.

4. Conversion Tracking

Select an existing Conversion action from the drop-down or create a new one.

• Select from an existing Lead and/or Sale Conversion Action in the drop-down.
• Then click Save Changes.

OR

Use the steps below to create a new Conversion action

• Click the Add button to create a new Conversion Action. 
• Apply a name (different from the default provided in the name field).
• Select a category from the drop-down.
• You may change the currency. 
• The default value is set to 1. However, you can apply any amount here. Google will not accept a value of 0.
• Click Create (this will create a new lead or sale conversion in your Ads account).

You can then select the new Lead or Sale Conversion Action from the drop-down menu.

Additional Conversion Actions — These are optional if you want to automatically separate online, call extension, and mobile ad conversions. They can only be used if you are using Lead Rules in the integration rather than a trigger. 

• Lead Conversion Action (Call Extensions) or Sale Conversion Action (Call Extensions) - Used for Call Extensions with no GCLID
• Lead Conversion Action (Mobile - GBRAID/WBRAID) or Lead Conversion Action (Mobile - GBRAID/WBRAID) - Used for iOS mobile

Optionally, you can utilize the Legacy tracking setup instead of Global Lead or Sales rules. This allows you to select a phone conversion action and a trigger from your account (if one exists). This is only for Growth, Connect, Marketing Pro, Sales Engage, and Enterprise plans. Click here to see the instructions for creating the trigger.

Select an Account Conversion Tracking Trigger—If the account being mapped has a trigger you wish to use for sending conversions, you may select this option instead of using the global lead or sales rules. To create a single account trigger, go to Flows > Triggers once you have linked your Google Ads account. 

Repeat the above steps until all of your accounts are mapped.

5. Setting Lead and/or Sale Rules

Once you have all of your accounts mapped (and you haven't chosen to use individual triggers), set up Global Lead and/or Sale rules. These rules define when CTM will send conversions to Google Ads for all your mapped accounts (in the table).

Please note:  You can send Lead conversions, Sale conversions, or both for all the mapped accounts. 

When using the Global Lead or Sales rules, you can send conversions to both Google Ads and Microsoft Ads using the same rules. This dramatically reduces the time it takes to get your accounts up and running. In addition, you can select which attribution model you would like to use when distributing conversions. 

• Last Touch - The last touch point (ad click) will receive 100% of the credit for the sale.
• First Touch - The first touch point (ad click) will receive 100% of the credit for the sale.
• Linear - Each touch point (ad click) in the conversion path will receive equal credit for the sale.
• Time Decay - The touch points (ad click) closest to the sale or conversion get most of the credit, and the credit decays over time.
• Position-Based: 40% credit is assigned to each of the first and last touchpoints (ad click), and the remaining 20% credit is distributed evenly to the middle (ad clicks).

You MUST select one of the ad platforms to send data to; if none are selected, CTM will not send any data.

By default, CTM will send a Sale amount of 1 for each conversion sent. However, this can be adjusted. You can apply another number that works best for your business, or if your team is scoring calls in CTM, you can use the Conversion Amount token ({{sale.value}}) to import the exact amount of the sale.   

Click on Add Workflow to open this section:

6. Troubleshooting

If you encounter an OAuth2 error after clicking the Sign in with Google button, it is likely due to the domain you use to connect to Google. The primary app.calltrackingmetrics.com domain is needed for most integrations when connecting with CallTrackingMetrics.

Please note -  The Conversion Logs link provides information on the agency level, whereas the Logs in the account mapping are specific to the account mapped in that row.

Google Enhanced Conversions:

Note: This integration automatically sends Google Enhanced Conversion for leads, provided your Google Ads account is configured to receive these conversions.

1. In your Google Ads account, click the Goals icon.
2. Click the Conversions drop-down in the section menu.
3. Click Settings.
4. Expand the "Enhanced conversions for lead" panel.
5. Check "Turn on enhanced conversions for lead".
6. Review compliance statement. To enable enhanced conversions, you must confirm that you will comply with Google's policies and that the Google Ads Data Processing Terms apply to your use of enhanced conversions. Click Agree to acknowledge your acceptance of these terms.

We also have an indicator letting you know if your account is configured correctly for Google Enhanced Conversions for Leads.