Google Enhanced Conversions for Leads

Overview

Datahash sends lead outcomes from your CRM back to Google Ads through Enhanced Conversions for Leads, so campaigns optimize towards the leads that qualify rather than every form fill.

Signals reads the lead status from whichever system records it, hashes the identifiers and delivers the conversion to Google Ads. Because the match is made on hashed user data rather than cookies, it holds up across long sales cycles and lost click IDs.

Use Google Offline Conversions instead where the click ID is the only identifier you hold.

Platform documentationGoogle enhanced conversions for leads

Supported sources

Sources supported by Google Enhanced Conversions for Leads

Category	Supported
API	Datahash API
CRM	ActiveCampaign Agile Apptivo Attio Bexio Bitrix24 Capsule Close Coevera Copper Freshsales HubSpot Insightly Kommo LeadSquared Microsoft Dynamics Odoo Salesforce VTiger Zoho
Database	Apache Cassandra ClickHouse CockroachDB Couchbase CouchDB IBM DB2 MariaDB Microsoft SQL Server MongoDB MySQL Oracle PostgreSQL
File & storage	Files - AWS S3 Files - GCP Files - FTP Google Drive Microsoft OneDrive Box Dropbox Filebase BackBlaze Cloudian DigitalOcean Linode MinIO OVHcloud Tencent Vultr Wasabi
Warehouse	Amazon Redshift Google BigQuery Snowflake

Prerequisites

Before connecting Google Enhanced Conversions for Leads, make sure you have:

• A Google Ads account, and access to the manager account above it.
• Server-side API permission on that account.
• Conversion actions already created in Google Ads for the lead outcomes you intend to report.
• The Google click ID captured on your lead form or landing page and stored against the lead in your source system, if you want click-level attribution. It has to be captured at the point of the form submission; it cannot be recovered later.
• A Datahash Studio account with the target project selected.
• A source connected in the same project. The identifiers and lead details Google receives come from that source mapping, not from this destination.

Authentication

In Studio, open Destinations, find Google, and click the Enhanced Conversions for Leads tile. This connector uses single sign-on.

1. Click Sign in with Google.
2. Choose the Google account you want to use as the destination and grant access.

Configuration

1. Select the Customer ID and the Login Customer ID from the dropdowns.
2. Name the Instance.
3. Click Next.
4. Map each event name to the corresponding conversion action in your Google Ads account.
5. Click Finish.

The conversion action must already exist in Google Ads. Signals maps to it; it does not create it.

Google identifies the account you are writing to with two IDs. The Customer ID is your Google Ads account, and the Login Customer ID is the manager account, sometimes called the MCC, that sits above it.

Instances and scope limits

One instance covers one Google Ads account. Sending to a second ad account needs a second instance.

To add another, open Manage instances and click Add Instance. To change one, open it from Manage instances, use the menu in the top right and choose Edit, update the fields and click Finish. Cancel keeps the previous configuration running, so updates apply only after you finish.

Data & identifiers

Signals collects and hashes the lead data from your source, then sends it with the conversion to Google Ads for Enhanced Conversions matching.

Required

Field	When it is required
Event name	Always.
Event time	Always. UNIX timestamp.
Last modified date	Always. The time the lead status was updated.
Email address or phone number	Always. At least one of the two.

Recommended

Field	Format
First name	Lowercase, no extra spaces. Hashed.
Last name	Lowercase, no punctuation. Hashed.
Street address	Lowercase. Hashed.
City	Letters only, lowercase, trimmed, no punctuation. Not hashed.
State or region	In the US, the two-character code in lowercase. Elsewhere, the region name in lowercase with no punctuation or spaces. Not hashed.
Country	The two-letter country code in lowercase. Not hashed.
Postcode	Lowercase, no spaces. In the US, the first five digits only. Not hashed.
Google click ID	Ties the lead back to the campaign and keyword that produced it. If you set this, do not set the iOS variants.
iOS click identifiers	Two variants exist, one for app conversions and one for web. Set at most one identifier in total.
Transaction ID	A stable reference for the conversion.
Currency and value	Worth sending on purchase or subscription events.

Consent parameters

Google requires consent to use customer data for advertising, and for users in the European Economic Area and the United Kingdom that consent has to be reflected in what you send or the conversion will not be used for matching. Two parameters carry it:

• ad_user_data: consent for sending user data to Google for advertising purposes.
• ad_personalization: consent for ad personalization.

Best practices

• Note that the location fields are not hashed for Google, unlike most other destinations. Send city, state, country and postcode in plain text.
• Capture the Google click ID on the lead form and store it with the lead. Matching works on hashed email and phone without it, so a lead with no click ID still counts, but supplying it is the difference between knowing a campaign produced qualified leads and knowing which keyword did.
• Create the conversion actions in Google Ads before you configure the mapping, or there will be nothing to map to.
• Map only the lead stages worth optimizing towards. Reporting every status change dilutes the signal.
• Check you selected the intended ad account. Conversions sent to the wrong one cannot be moved afterwards.
• Keep formatting clean at source: lowercase email, no stray whitespace.

Troubleshooting & FAQ

The Google sign-in does not complete. Confirm the account has access to the Google Ads account and that server-side API permission is enabled.

The account I need is not in the dropdown. The Google account you signed in with does not have access to it. Sign in again with one that does.

No conversion actions to map. They have not been created in Google Ads yet. Create them there first.

Conversions not appearing in Google Ads. Confirm a source is connected in the same project and sending, and that the setup was finished rather than left at the mapping step.

Address data appears to be ignored. The address block is incomplete. Google needs all seven fields or it uses none of them.

Match rates are low. Send both email and phone where you have them, and check the location fields are being sent unhashed.