Google Ads Enhanced Conversions (Cloud Mode)

Choose the right Google Ads destination

RudderStack offers two Google Ads destinations that can support enhanced conversions:

• Use this destination to send events in cloud mode (server-to-server integration) using the Google Ads API
• Use the Google Ads (gtag.js) destination if you’re sending events in web device mode and want to enable enhanced conversions for your setup

Google Ads Enhanced Conversions lets you improve your conversion measurement accuracy by securely sending first-party conversion data from your website to Google.

RudderStack supports Google Ads Enhanced Conversions as a destination to which you can send your audience list.

Connection compatibility

Destination Information
Status: Generally Available Supported sources: Android (Java) , Android (Kotlin) , iOS (Obj-C) , iOS (Swift) , Web, Unity, AMP , Cloud, React Native , Flutter, Cordova, Warehouse, Shopify Refer to it as Google Ads Enhanced Conversions in the Integrations object.

Connection Modes
Source	Cloud mode	Device mode	Hybrid mode
AMP
Android (Java)
Android (Kotlin)
Cloud
Cordova
Flutter
iOS (Obj-C)
iOS (Swift)
React Native
Shopify
Unity
Warehouse
Web

Supported Message Types
Source	Identify	Page	Track	Screen	Group	Alias	Record	AudienceList
Cloud mode
Supported sources

Prerequisites

To use this destination correctly, you must:

• Set up Enhanced Conversions with the Google Ads API.

• Accept the Google Ads data terms to receive the enhanced conversions events successfully. To accept the terms:

  1. Log in to your Google Ads dashboard.
  2. Go to Conversions > Settings > Customer Data Terms.
  3. Carefully read and accept the customer data terms.

Google Ads permissions

This integration relies on the authorizing Google Ads user’s underlying permissions and must be at least Standard or Admin.

If you authorize the integration without the Standard or Admin permissions, the API calls will fail and a “RudderStack Admin” user will disable the integration. If you encounter an entry in your audit logs from a Rudder Admin/admin@rudderstack.com user, it means that RudderStack disabled the integration on account of insufficient user permissions.

To avoid this, ensure that the authorizing user has the Standard permissions, at minimum.

Setup

1. In your RudderStack dashboard, set up a source.
2. Go to the Overview tab of your source and select Add Destination > Create new destination.

3. Select Google Ads Enhanced Conversions from the list of destinations. Then, click Continue.

Connection settings

Configuration settings

Other settings

Track

The track call lets you record and send the conversion events along with any properties associated with them. RudderStack uses the ConversionAdjustment method to send the track events to Google Ads.

You must create the conversion actions in Google Ads before sending the associated conversion events from RudderStack. Also, the conversion names should match in Rudderstack (List of Conversion dashboard setting) and Google Ads dashboards.

A sample track call is shown below:

rudderanalytics.track("Order Completed", {
  checkout_id: "12345",
  orderId: "123",
  affiliation: "Apple Store",
  gclid: "abcd1234",
  conversionDateTime: "2019-01-01 12:32:45-08:00",
  adjustedValue: 100,
  currencyCode: "INR",
  adjustmentDateTime: "2019-01-01 12:32:45-08:00",
  total: 20,
  revenue: 15.0,
  shipping: 22,
  tax: 1,
  discount: 1.5,
  coupon: "SAVE45",
  currency: "USD",
  products: [
    {
      product_id: "FS247",
      sku: "G-32",
      name: "Monopoly",
      price: 14,
      quantity: 1,
      category: "Games",
      url: "https://www.estore.com/product/funskool-monopoly",
    },
  ],
})

orderId is a required field to send a track call successfully.

Important considerations

• If you set the Adjustment Type to Restatement, use the adjustedValue and currencyCode fields to specify the corrected conversion value and currency.
• RudderStack does not send user identifiers or the userAgent field for Restatement events — only the conversion adjustment data is included in the payload.

See the Google Ads documentation for more information on uploading conversion adjustments.

Supported mappings

The following table details the mapping of the fields specified in the RudderStack dashboard and Google Ads Enhanced Conversions, along with the relevant guidelines:

FAQ

What are the account permissions required for this integration?

For the integration to be successful, make sure the customer account used for OAuth verification adheres to Google’s Customer Match policy and has Standard or higher (Administrative) access level permissions. For more information on the access level permissions, refer to this Google Ads support page.

To set the access level, follow these steps:

1. Log in to your Google Ads account.
2. In the left navigation bar, click Admin > Access and security.
3. Click the + symbol. Then, enter the email address of the account and from the list of permissions, select Standard or Administrative.

4. Click Send invitation.

The account will have the access level permissions once the user accepts the invitation.

According to my audit logs, a “Rudder Admin” user updated my destination. Why is this?

This is a Google Ads permissions issue. See Google Ads Permissions for details.

Can I set up the Enhanced Conversions and Remarketing Lists destinations using the same Google Ads account?

Yes, you can. Both the integrations are the sub-features of Google Ads. Hence, you can use the same Google Ads account to configure both the destinations in RudderStack.

Where can I find my Google Ads customer ID?

The Google Ads customer ID is a unique number used to identify your Google Ads account. To get this ID:

1. Sign in to your Google Ads account.
2. Click your profile picture in the top right corner — the customer ID is listed under Account Information.

See the Google Ads Help Center for more information on finding your Google Ads customer ID.

When do I need to provide a Login Customer ID?

You need to provide the Manager Account ID (Login Customer ID setting in the dashboard) only when:

• Manager account ID is a manager of customer ID.
• The Google account you authenticated with does not have direct user access to the Customer ID
• The manager account has not been set up to manage conversions on behalf of the child account via cross-account conversion tracking

You can leave the Login Customer ID field empty if:

• The authenticated Google account has direct access to the Customer ID
• You have already configured cross-account conversion tracking

See the following references for more information:

• About manager accounts
• Cross-account conversion tracking

My account uses cross-account conversion tracking. What should I enter in the Customer ID field?

If your account uses cross-account conversion tracking, make sure to enter the manager account’s Customer ID, not the child account’s.

Under cross-account conversion tracking, the conversion actions live on the manager account, and the Google Ads API requires conversion uploads to be sent to that manager.

Even though you may think of the child account as the destination for conversions, the attribution to the child happens automatically inside Google Ads — you don’t need to specify the child anywhere in the destination configuration

A common misconfiguration is setting the Customer ID field to the child account and the Login Customer ID field to the manager — this fails with errors like INVALID_CUSTOMER_ID or CUSTOMER_NOT_ACCEPTED_CUSTOMER_DATA_TERMS. To avoid this issue, use the following setup:

To confirm which account owns conversion tracking for a given child, sign in to the child account in the Google Ads dashboard and go to Tools > Conversions. If a banner indicates conversions are managed by a manager, specify that manager’s ID in the Customer ID field.

See Cross-account conversion tracking (Google Ads API) for more information.

How do I know which Customer ID and Login Customer ID combination applies to my setup?

Why am I getting the USER_PERMISSION_DENIED, INVALID_CUSTOMER_ID, or CUSTOMER_NOT_ACCEPTED_CUSTOMER_DATA_TERMS errors?

These errors usually mean the Customer ID or Manager Account ID (Login Customer ID setting in the dashboard) is misconfigured:

Why am I getting a 400 Bad Request error message while configuring the destination?

If you get a 400 Bad Request error while configuring the destination, make sure your customer account is allowlisted and configured to have Standard or Administrative access levels in Google Ads.

See the above FAQ for steps on setting the access level permissions for the account.