Configure Offline Conversion sync with Google Ads

Ruler captures the GCLID and GBRAID from your landing page URL. We can then store this against the individual visitor and any activity they may perform on your website or from your CRM for example becoming a closed won deal and having revenue assigned to them.

Rulers integration with Google Ads allows you to send offline conversions using the GCLID or GBRAID to Google Ads whenever certain events happen in Ruler Analytics. In order to do this you will need a Google Ads Offline conversion setup for each event you wish Ruler to send data for, Ruler can configure the conversion goals in your account with our connection, you should confirm your configuration settings with your Account Manager.

Before you start please ensure your Google Ads has auto tagging enabled to allow Ruler to capture your GCLID or GBRAID.

Within Google Ads go to Admin > Settings and ensuring the check box for auto tagging is enabled.

Step One - Configure Ruler Sync Settings

Ruler can send events for various triggers in our system, see data options below. Please confirm with your Account Manager what data you wish to send and any special configurations you may want to set up.

Event Type	Default Conversion Name
New Phone Call	Ruler Phone Call
New Opportunity Stage	Ruler Opportunity (If you wish to send separate events per opportunity stage, you can create the event as per the stage name - please just update your account manager who can update your configuration)
New Revenue	Ruler Revenue

Please note we can change the name of your conversion goals, please let us know prior to setup if you wish to re name the goals.

Step Two - Authenticate Google Ads API

You will receive an invite to authenticate your Google Ads API from Ruler Analytics.

Please ensure the Customer ID provided is for the account you wish us to create the conversion goals in and send data to.

Your customer ID is displayed in the top-right corner of your Google Ads account.

For Manager(MCC) accounts, click the down arrow next to the MCC account name in the top-left corner. The customer ID will be displayed under the drop-down arrow near the name of the MCC account.

Step Three - Ruler will create the Conversion Goals within your Google Ads

Ruler will create the relevant conversion actions in your account based on your requirements. Please note 'Actions' can be set to either Primary or Secondary. Ruler will create 'Secondary' conversion goals as default, However once data sync is confirmed you can update the Actions in your Google Ads account to be primary.

Step Four - Confirm Data Sync

Once confirmed data should begin to sync and show in your Google Ads report within 24 hours of configuration.

Update Conversion Actions to be 'Primary' goals

Once setup is configured you are able to update your goal actions to be Primary to include in your optimisation bidding.

To update your Google Ads conversion goal settings go to Admin > Conversions > Edit Goal and update the action drop down to be 'Primary'

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Something to Keep in Mind

When sending offline conversions to Google Ads for your Sales/Opportunity data, the conversion will attribute to the date the 'GCLID/GBRAID' was obtained. ( the date the visitor landed on your site via that Google Paid Ad). This can mean the reports in Google Ads and Ruler Analytics do not align when looking at a set date range.

Google Ads also has a 90 day maximum lookback window, meaning clicks older than 90 days cannot be uploaded and attributed in Google Ads, However you will still be able to attribute any Revenue to Ads within Ruler Analytics as we have no lookback window limitations.