How to: Google Ads Salesforce Conversion Tracking Integration

Yes, a Google Ads Salesforce conversion tracking integration is still very much possible—and powerful. With the right setup, you can not only track conversions but also report on every stage of the funnel, from TOFU (Top of Funnel) to BOFU (Bottom of Funnel), giving you deeper insight into ad campaign engagement and true ROI. While the integration may seem straightforward in theory, there are a few critical steps you’ll need to follow to ensure it runs smoothly.

The core process involves capturing and passing Google Ad’s GCLID parameter into Salesforce Lead and Contact records. Then, as the record progresses through funnel stages that are tied to transitions using custom conversion events in AdWords. For example: You want to track ROI when a Lead converts from a paid search campaign and a Sales reps attaches that Lead as a converted Contact on a new Opportunity, allowing the Lead to pass the GCLID field on to Contact and Opportunity.

Prerequisites

To set up this integration, you’ll need the following:

• Salesforce Administrator Access
• AdWords Admin Access
• Google Analytics 4 Admin Access
• Ability to modify website code or use Google Tag Manager
• Access to Web Form fields

Step 1: Configure Salesforce Opportunities

1. Create custom text fields for GCLID, utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
2. Set the GCLID field as unique and read-only.
3. Enable ‘History Tracking’ for the opportunity “Stage” field.

Step 2: Configure Salesforce Leads and Contacts

1. Create the same custom fields that you did on Opportunities (GCLID, utm_*) on the Lead and Contact objects.
2. Map Lead Fields to their equivalent Opportunity fields.
3. Map Lead Field to their equivalent Contact fields.
4. Enable History Tracking for the “Lead Status” field or “Funnel Stage” field (whatever field your business uses to track funnel stages)

Step 3: Edit Your Website to Save URL Parameter Values as a Cookie

1. Place unique JS script that will capture the values in utm and GCLID fields and save parameter values to a cookie in the header of all site pages. Read more on this process here>
2. If using subdomains, adjust the setCookie function to include the domain.

Step 4: Modify Your Lead Forms

Option 1: Salesforce Web-to-Lead Forms

1. Add the custom fields to your Web-to-Lead form. (utm_source, utm_medium, utm_content, utm_term, utm_campaign, GCLID)
2. Make the fields hidden: Modify the form HTML to hide the custom fields and remove labels.

Option 2: Other Forms (WordPress with Gravity Forms)

1. Install Gravity Forms in WordPress<>Integration plugins.
2. Add the new hidden fields to your form(s).
3. Configure the Gravity Forms with the Salesforce Web-to-Lead URL.
4. Map form fields to Salesforce fields.

Option 3: Lead Automation Platforms (Marketo)

1. If your Salesforce and Marketo are synced, the custom fields you built in Salesforce should be viewable in Marketo.
2. Add these fields to Marketo’s forms. Fields should be hidden.
3. Configure hidden fields to get values from URL parameters, leave default value blank, and save them as hidden.

Step 5: Add Code to Form Pages to Insert Parameter Values

1. Add JS Code to the page where your form resides to populate hidden fields with cookie values on form submit.
2. Configure autofill for hidden fields from cookie values if using a Marketo landing page.

>>Related: How to Measure Lead Follow-Up Beyond First Touch<<

Step 6: Test Form Hidden Fields

1. Add test parameters to your form URL and submit.
2. Verify the Lead and custom field values passed into their Salesforce record.

Step 7: Link Adwords and Salesforce Accounts

1. Link your Salesforce account in Google Ads settings.
2. Authenticate with Salesforce credentials.

Step 8: Set Up Google Ad Conversion Actions

1. Select Lead statuses and opportunity stages to import as AdWords conversions.
2. Configure conversion names, values, counts, and windows.
3. Set import schedules.
4. Import conversions.

Google Ads Settings Pro Tips

• Define conversion actions clearly.
• Add Contacts to Opportunities in Salesforce to report on Opportunity amounts, thus giving you tangible. ROI numbers in reports.
• Google Ads imports all conversions, regardless of whether they have a GCLID.
• In Google Ads, if an error exists, it could be due to Opportunities not having Contacts with roles attached in Salesforce.

This integration helps you gain insights into your Ad performance and track the effectiveness of your marketing efforts.