Google Conversions

With Google's conversion tracking, you can gauge the impact of your advertisements on real-world outcomes. At times, an advertisement might not directly result in an online purchase but can initiate a customer journey that eventually results in a conversion.

For example, a user clicks on your ad, arrives on your website and fills up a form and becomes a lead for your business. At a later time, when the user converts from a lead to a paid customer, you can send this conversion data to Google Ads. Similarly, you may have a brick and mortar store for which you advertise with Google Ads. A user might click on your ad, and visit your website to learn more about your products. Later, when they visit your physical store and make a purchase, you can send this conversion data to Google Ads.

By sending conversion actions to Google Ads at a later time, you can recover conversions that otherwise wouldn't have been measured. You can then use this additional data to improve your bidding optimization and thereby increase the ROI of your Google ad spend.

Setup overview

Here are the steps involved in setting up integration with Blueshift and sending conversion data to Google from a campaign:

1. Prerequisite: Define a conversion action in your Google Ads account
2. Configure the Google Conversion app in Blueshift to authorize Blueshift to use your Google Ads account to send data on your behalf
3. Choose from one of the three quick-start templates based on your use case
4. Set up an event triggered campaign journey using the above template
5. Launch your campaign.

Prerequisites

Before you can set up integration with Blueshift, you must have your Google Ads account set up.

The following information is required for integration with Blueshift:

• The Client Customer ID from your Google Ads account.
• You must Add a Conversion action where the Conversion source is set as Website (Import from clicks). Click the Conversion Action to go to the details. From the URL in the browser, copy the ctid parameter which represents the Conversion Action ID.

• Optional: You can also pass the GCLID as an attribute of the conversion action/ event you send to Blueshift. (The Google Click ID (GCLID) is a parameter passed in the URL with ad clicks, to identify the campaign and other attributes of the click associated with the ad for ad tracking and campaign attribution).

Set up integration

To add a Google Conversions adapter in Blueshift, complete the following steps:

1. Sign in to the Blueshift app, and click App Hub in the left navigation menu.
2. Go to All Apps, search for, and select Google conversions.
3. You can also go to Advertising Apps and select Google conversions.
4. Click Configure to view all the configured adapters.
5. Click +ADAPTER to add an adapter.

   

6. Add a Name for the adapter.  If you have multiple adapters, the adapter name helps you to identify the integration.
7. Add the Client Customer ID that you obtained from your Google Ads account.
8. Click Log in to Google Conversions and log into your Google Ads account.

   The adapter is now added and you can use it in your Cloud App template. 

Quick start templates

When you create an adapter in the App Hub, the below-mentioned quick start templates will added to your account:

1. Upload a Google Offline Conversion - This requires a GCLID as an attribute in the conversion event that you send to Blueshift
2. Upload a Google Enhanced Conversion for Web - This leverages Google's Enhanced Conversions for Web to report web conversion data to Google ads without the need of a GCLID
3. Upload a Google Enhanced Conversion for Leads - This leverages Google's Enhanced Conversions for Leads to report offline conversion data to Google ads without the need of a GCLID

Consider the following points about quick start templates:

• You can find these in the following location: Templates > Cloud App
• Quick start templates are identified by the label "QUICK START".
• A quick start template is added only when you create the first adapter for the app in App Hub. If you have multiple adapters for an app, you can edit the Adapter details on the template Properties tab to select the required adapter.
• You can use this template as-is in your campaigns. You cannot make any changes to the schema for a quick start template.
• If you need to change the schema, you can clone the template and then edit the schema as required.

Add a Google conversions cloud app template

A Cloud App template is required to send the conversion action data to Google Ads from Blueshift using a campaign. For more information, see Cloud Apps templates.

To use a quick start template or to add a Google conversions Cloud App template, complete the following steps:

1. Go to Templates > Cloud App.
2. Complete one of the following actions:
   • Select from one of the 3 quick start templates mentioned above.
   • To create a clone of the quick start template, go to the action menu for the template and click Clone.
   • To create a new template, click +TEMPLATES on the Cloud App Templates page. Select the Google Conversions app.

     Note: Only apps that support Cloud Apps templates and have at least one adapter configured are displayed on the Cloud App Templates page.

3. Go to the Properties tab.
4. Specify a name for the template to identify it on the index screen.
5. Select the adapter to use to send the payload.
6. The API endpoint is added by default to the quick start template. If you have added a new template, copy the API endpoint from the quick start template and use it.
7. In the Advanced Settings section, select the HTTP Method as POST. This is selected by default in the quick start template.
8. Add the following HTTP Headers and the corresponding values. These values are added by default in the quick start template.

   login-customer-id	{{adapter.login_customer_id | replace: '-', ''}}
   developer-token	{{adapter.developer_token}}

9. Add tags and other relevant information.
    

   

10. Go to the Content tab.
11. If you are using a cloned quick start template or a new template, go to the Schema tab and configure the schema for the form.
12. Go to the Content Form tab.
13. For the conversionAction field, the value is added as
    "customers/{{adapter.client_customer_id | replace: '-', ''}}| /conversionActions/<conversion-action-id>"
    Replace the <conversion-action-id> with the Conversion Action ID that you obtained from your Google Ads account. Refer to the prerequisites section above.
14. If you are using the 'Upload a Google Offline Conversion' template, the value of the gclid field is populated using the 'gclid' attribute in the conversion event used to trigger the campaign. If you are using a different attribute name to send the GCLID information to Blueshift, you should select the appropriate attribute.
15. If you are using one of the enhanced conversion templates viz. 'Upload a Google Enhanced Conversion for Web' or 'Upload a Google Enhanced Conversion for Leads':
    1. The template will automatically populate the value of the 'order_id' field using the 'order_id' attribute in the conversion event used to trigger the campaign. If you are using a different attribute name to send the Order ID to Blueshift, you should select the appropriate attribute.
    2. The template will also automatically populate the hashed values of the customer's email address, phone number, first name, last name and address. These hashed identifiers will help Google match the customer record to their database. Make sure that these fields are mapped to the appropriate customer attributes for your account
16. If you are using the 'Upload a Google Enhanced Conversion for Leads' template, it will also include the customer's consent for Google Ads using the standard customer attributes 'google_ad_user_data' and 'google_ad_personalization'. You can choose to remove them from the template if you do not collect ad consent data from your customers. 

17. In the preview tab, you can also switch to JSON and view the content in JSON format.

18. The quick start template uses attributes from the purchase event. If you are sending your conversion actions via a different event,  change the Sample event on the Data tab > Preview Data section to the appropriate event.
19. In the Show Data section, go to the bsft_event_context object. This contains the event specific data that you can use in your template.
20. Save the template.

Next steps

1. Create an event triggered campaign journey using the conversion event you want to report to Google Ads.
2. In your campaign journey, add a Google Conversions trigger. Select the template that you just created.
3. Launch your campaign