Google Ads Server-Side Conversion Tracking

Send your conversions to Google Ads straight from our servers, instead of relying only on a browser tag. This is the most reliable way to make sure Google sees your leads, and it unlocks bidding on lead quality, not just lead count.

Why use it

  • More complete tracking. The conversion is sent server to server, so it is not lost to ad blockers, browser privacy settings, or a tag that fails to load.
  • Quality-based bidding. You can attach a value to each conversion (for example, your lead score), so Google Smart Bidding can optimize for better leads, not just more of them.
  • Send only the leads you want. You can choose to upload only verified or qualified leads, which keeps low-quality conversions out of your bidding.

This works alongside or instead of the Google Ads tag and Google Tag Manager. It does not replace Google Analytics 4, which is a separate product.

Before you start

  • A Google Ads account, and admin access to it.
  • If you want value-based bidding, set up Lead Scoring on your funnel first.

Step 1: Create a conversion action in Google Ads

The server-side method needs its own "Import" conversion action. A regular website-tag conversion will not accept server uploads.

  1. In Google Ads, go to Goals > Conversions > Summary.
  2. Click + Create conversion action.
  3. On the Choose data sources to measure conversions screen, select Conversions offline (the option that mentions connecting a CRM, importing a file, or the Google Ads API). Do not pick "Conversions on a website" - a website tag will not accept server uploads.
  4. When it asks you to choose a data source, select Skip this step and set up a data source later. Our server-side uploads are the data source, so there is nothing to connect here. This creates an Import from clicks conversion action, which is the type you need.
  5. Give it a clear name (for example, "LeadCapture lead"), pick a category like Submit lead form, and set your value and conversion window. Save.

Now find the two IDs you will need:

  • Customer ID

    Shown at the top right of your Google Ads account, formatted like 123-456-7890 . You will enter it without dashes (1234567890 ).

  • Conversion Action ID

    Open the conversion action you just created. Look at your browser's address bar. The number after ctId=  in the URL is the Conversion Action ID (for example ctId=987654321 ).

Turn on enhanced conversions for leads

Recommended

Enhanced conversions for leads is what lets Google match your conversions using the email and phone number from your form, not just the ad click. We always send this data (hashed, so it is private), but Google only uses it once you switch the setting on and accept the data terms.

You may see a Turn on enhanced conversions for leads checkbox on the data-source screen while creating the conversion action. You can switch it on there, or do it later:

  1. In Google Ads, go to Goals > Conversions > Settings.
  2. Open the Enhanced conversions for leads section.
  3. Turn it on and agree to the customer data terms.

There is nothing to configure in LeadCapture for this. It is the same server-side feature. If you skip this step, conversions are still recorded, but only when a Google click ID is present, so you will match fewer of them. Turning it on is the recommended setup for almost everyone.

Step 2: Connect Google Ads in LeadCapture

  1. Go to Settings > Integrations.
  2. Click Connect Google Ads.
  3. Sign in with the Google account that has access to your Google Ads account and approve the request.
  4. You will return to Settings, where the connected account is now listed.

You only do this once. The connection is shared across all of your funnels.

Step 3: Turn it on for a funnel

  1. Open the funnel in the builder and go to the Settings tab.
  2. Find Google Ads (server-side) and switch it on.
  3. Connection: choose the Google account you connected in Step 2.
  4. Customer ID: enter the Google Ads account this funnel should report to (digits only).

  5. Conversion Action ID: enter the ID from Step 1.

    Fire conversion: choose when to upload.

    • On lead submission (default).
    • Only when verified (email or phone passed verification).
    • Only when qualified (the lead was not disqualified).
  6. Conversion value (optional): No value, Use lead score, or Fixed value. "Use lead score" requires Lead Scoring to be set up on the funnel.
  7. Save and publish your funnel.

That is it. From now on, qualifying leads on that funnel are uploaded to Google Ads automatically.

Verifying it is working

  1. Submit a test lead through your published funnel. If you can, open the funnel with a test click ID in the URL, for example ?gclid=test123 , so there is a click to attribute.
  2. In Google Ads, go to Goals > Conversions. New conversions can take a few hours to appear, and the diagnostics there show recent activity.

Matching also works from the lead's email and phone, so conversions can still be recorded even when a click ID is not present.

For agencies: multiple Google Ads accounts

You can connect more than one Google account and point each funnel at the right one.

  • In Settings > Integrations, use Connect another account to add each Google login you work with. Each connection is labeled by its Google email.
  • On each funnel, pick the correct Connection plus the Customer ID for that client.
  • If one login manages several client accounts through a Google manager (MCC) account, open that connection in Settings and enter the Manager (MCC) account ID. A single connected manager login can then send to all of the client accounts it manages.

Your data and privacy

Email addresses and phone numbers are hashed (one-way encrypted) before they ever leave our servers. We never send raw email or phone numbers to Google. The hashing is what lets Google match a conversion back to an ad click without exposing the underlying contact details.

Troubleshooting

My conversions are not showing up.

Allow a few hours for Google to process. Also confirm the conversion action is the Import / from clicks type, not a website tag.

"Use lead score" is not adding a value.

Lead Scoring must be set up on that funnel. Without it, conversions upload with no value.

I disconnected or changed my Google password.

Reconnect in Settings > Integrations. Any funnels using that connection will resume automatically.

Nothing uploads at all.

Check that the funnel has the feature switched on, a connection selected, and both the Customer ID and Conversion Action ID filled in.

If you are still stuck, contact support with your funnel name and the Google Ads Customer ID you are using, and we can check the delivery logs on our side.

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