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Google Enhanced Conversions

Send conversion events from Factors to your Google Ads for improved targeting and measurement

Updated this week

Overview

Not all B2B leads are equal—some are far more valuable than others. With Factors, you can now help Google Ads understand which conversions really matter to you. For example, a lead from an enterprise account might mean a bigger deal size than one from a small business.

Many key buyer touchpoints—like demos, offline calls, or CRM updates—happen outside of Google’s direct view. That’s where Factors helps. We track the full customer journey and send important conversion signals (and their value) back to Google Ads.

By doing this, Google’s smart bidding algorithms get better at understanding:

  • Which conversions are happening.

  • Which users are converting.

  • Which leads are more valuable.

The result? More efficient targeting and improved return on ad spend (ROAS)

How does it work?

  1. When a user clicks on your Google Ad, Google generates a special click ID called a GCLID.

  2. Factors tracks the user’s journey and stores that GCLID.

  3. When a meaningful conversion happens (like a demo booked or a deal created), Factors matches the lead to their GCLID and sends the event (plus its value) to Google Ads.

  4. Google then uses this data to optimize future ad delivery.

How to set up Google Enhanced Conversions in Factors

The pre-requisite for setting up Google Enhanced Conversions is to integrate your Google Ads account with Factors AI. This can be done by navigating to settings > integrations > Google Ads

Make sure that the user who authenticates Google Ads has write access. This is required to be able to send conversion events to Google

Optional Step - If you store your GCLID value as a separate property in your CRM, you can choose to select it from the advanced configuration shown above. Otherwise, Factors will use the "user latest GCLID" user property that is captured and stored by the Factors SDK

Once this is done, we are ready to set up our first conversion rule!

  1. Head over to the Adpilot Page

    Navigate to Adpilot > Google Enhanced Conversions > Click on "Sync New Conversion"

2. Sync New Conversion

  • Select your connected Google Ads account

  • Select Conversion Feedback Type
    ​a. Conversion Feedback for Leads : This option sends feedback for identified leads where Factors will send additional identifiers such as email and phone number

    b. Conversion Feedback for Clicks : This option is leveraged for anonymous users where no email or phone number is found but there is a GCLID which helps Google identify (recommended for web-based events)

  • Select the Google Conversion Action against which you would like to send the conversion data from Factors

Now that we've configured the Google Ads part, we can move onto configuring the event, value and identifiers part from Factors

3. Conversion event configuration

  • Click on "Select event" under "Select Factors Event" heading and choose the event that best describes your desired conversion event and add additional filters

  • For example - here we've set up contact updated in Salesforce and filtered based on the company Firmographics data like revenue and employee range. In addition, we want to send leads which are highly engaged with our company, so we add another filter for engagement score

  • This helps you narrow down to the leads that matter the most for you depending on the conversion action selected on Google Ads

Tip : For click conversion events, make sure to add a filter which reflects that the email and phone number of the lead is unknown

4. Conversion value configuration

  • Here you can select two options :

    a. Deal Amount - This option let's you choose any deal property which best represents the conversion value according to you. This will be found from the deal associated to the particular contact being sent in the conversion. If there are multiple deals associated, the latest one will be referred. There is also a "default value" sent whenever there is no appropriate or blank values found against the property
    b. Custom Value - This option let's you send a static and fixed value against all conversions sent in the particular rule. If you have done your calculations in quantifying the lead value separately which does not reflect in any particular deal property, use this option

5. Identifiers Configuration

  • Here you can add the relevant user property that stores the contact's email ID and phone number

  • The GCLID is sent automatically if found along with these identifiers

  • Go ahead and click on "Publish" to set the rule

That’s it!

Google will now receive high-quality conversion signals from Factors, helping it better understand which leads drive value—and improve your ad performance accordingly

1. What’s the difference between Click and Lead conversions?

  • Click Conversions use the GCLID to identify users and are best suited for anonymous web events (e.g., page visits or button clicks).

  • Lead Conversions include user identifiers like email or phone and are used for identified users (e.g., after form submissions or CRM updates).

2. What happens if there’s no GCLID, email, or phone number?

If no identifier is found (GCLID, email, or phone), the conversion event will not be sent to Google. Make sure your tracking setup captures at least one valid identifier.

3. Can I use both Click and Lead conversion feedback at the same time?

Yes! You can create multiple conversion rules in Factors:

  • One for Click conversions for anonymous web activity.

  • One for Lead conversions once the user is identified.

This allows you to send feedback at different stages of the buyer journey.

4. What is the fallback behavior if deal amount is missing?

If the selected deal property (e.g., Amount) is blank or missing, Factors will use the default value you've set during configuration. This ensures the conversion is still sent with a usable value.

5. Can I update or delete a conversion rule later?

Yes, you can edit or delete any existing rule from the Enhanced Conversions dashboard inside Adpilot. Updates take effect immediately after publishing.

6. How can I confirm if conversion data is successfully syncing with Google Ads?

You can check this in Google Ads → Tools & Settings → Conversions:

  • Look under the Status column to verify if conversions are being received.

  • A “Recording (recent activity)” status means it’s working as expected.

We also recommend keeping an eye on conversion counts in the campaign reports after a few days.

7. What if the same lead has multiple deals?

Factors will use the latest associated deal for calculating the conversion value. If that deal has no value set, the fallback (default) value will be used.

8. Can I send past conversion events to Google Ads?

Currently, only real-time or forward-looking events are sent after the rule is published. Historical events are not backfilled into Google Ads.

9. How often does Factors send conversion data to Google Ads?

Factors sends conversion feedback in batches which are scheduled every few minutes

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