Method to use for sending leads and post-lead conversions

[G San]

Hi Google Ads API Support Team,

I would just like to get assistance in clarifying which method to use for our lead and post-lead conversion action posting to Google Ads via API.

I have a lead generation site that has an initial conversion action for Leads

We send conversions to Google Ads via GTM on website

Then we also have our custom CRM that collects the leads from the website - and I am working on creating Google Ads API integration for posting conversions to Google Ads from it to make sure leads are recorded towards the conversion actions we created under Google Ads.

Which method should our API use: 

Upload Click Conversions or Enhanced Conversions for Leads or Adjust Conversions

Also, our internal CRM would also like to send post-lead conversions like Appointments and Purchase. In this case, what method should we use?

For Appointments, do we send another Enhanced Conversions for Leads using a different conversion_action_id (made for Appointment) OR do we use Adjust Conversions ?

And what about Purchase conversions? which one of the 3 should we use?

Upload Click Conversions or Enhanced Conversions for Leads or Adjust Conversions

I'm confused which method to follow to post Leads, Appointments, and Purchase conversions that are set as enhanced conversion actions under Google Ads.

Thanks in advance.

Kind regards,

G San

Upside Digital

[Google Ads API Forum Advisor]

Hi San,

Thank you for reaching out to the Google Ads API support team.

Please find the below responses for your queries:

1) I would just like to get assistance in clarifying which method to use for our lead and post-lead conversion action posting to Google Ads via API. Which method should our API use: Upload Click Conversions or Enhanced Conversions for Leads or Adjust Conversions.

• I would suggest you to use the Enhanced Conversions for Leads for posting conversions and to capture initial website leads.

2) Also, our internal CRM would also like to send post-lead conversions like Appointments and Purchase. In this case, what method should we use?

• Appointments: I recommend you use Adjust Conversions because you can send data from your CRM with unique customer IDs and a conversion value associated with each appointment.
• Purchase: Kindly note that if the purchase happens directly on your website, you can use Enhanced Conversions for Leads and Adjust Conversions for better attribution data. If purchases happen outside your website you can use Upload Click Conversions with transaction details imported from your CRM.

I hope this helps. Kindly get back to us if you have any further queries.
 

This message is in relation to case "ref:!00D1U01174p.!5004Q02rz5zb:ref"

Thanks,
 

Google Ads API Team

 

[G San]

Hi thanks for this but there's some details that is not giving the full picture. 

So to clarify, we are a lead generation company so we don't deal with the actual sales - it happens on our client end, but regardless we get updates from our clients when sales happens so we would like to post that as a conversion to help with our campaigns.

We currently have the following conversion points:

1. Lead - Processed by GTM (enhanced conversion already) - this is when a lead submits our forms on the landing page. A transaction_id is created for the lead at this point and is passed to Google Ads via GTM.

2. Validated Lead - This one we want to process via API - this is when the lead data is pushed to our CRM (with the transaction_id) and then the details are validated. 

3. Qualified Lead - This one we want to process via API - this is when the lead is updated to Appointment.

4. Converted Lead -  This one we want to process via API - this is when the lead data has made a Purchase which happens on our client's end, but our CRM is updated with this event.

Which we can use to make the lead journey is tracked up to Converted Lead.

So with the above said, do you still think we should send the leads as:

Validated Lead ==> Enhanced Conversions for Leads ?

Qualified Lead (Appointment) ==> Adjust Conversions ? Is the adjustment method the one needed to adjust a transaction_id's conversion action from Validated Lead to Appointment? Is there another way to do this that won't require a delay of 24 hours, because appointment setting is usually happens the same day the lead comes in.

Converted Lead (Purchase) ==> Upload Click Conversions ? Do we use Click Conversions or do we use Upload Store Sales Conversions

Thank you! Looking forward to finalising which are the methods we should use.

[G San]

Or can we just post all of our conversion actions (Validated, Qualified and Converted Leads) as Enhanced Conversions for Leads?

[Google Ads API Forum Advisor]

Hi,

Thank you for getting back to us.

By reviewing your concern, I understand that you are looking for guidance related to the type of conversions that you need to implement for your requirement. Kindly note that for all type of leads (Lead, Validated, Qualified, Converted), you can just send the each conversion action point as "Enhanced Conversions for Leads". I would recommend you to kindly follow the prerequisites before sending the enhanced conversions for leads. Also, I would also suggest you to refer to the "Implement Enhanced Conversions for Leads" documentation for more information. Also, keep the following best practices in mind when implementing enhanced conversions for leads. If you encounter any issues while implementing I would recommend you to kindly refer to the "Troubleshoot Enhanced Conversions for Leads" guide to troubleshoot your issues. I hope this helps.