Google Ads

Send your conversions to Google Ads from your server, so Google can see and bid on the sales your browser tag missed.

Google Ads only optimises on the conversions it can see. A browser tag misses sales to anyone using an ad blocker, anyone who switches device between the click and the purchase, and anyone whose session expires before they come back to buy. Connecting Google Ads to Zappush closes that gap: your conversions go to Google from your server, with the matching details Google needs, whether or not the shopper's browser cooperated.

Open Connections → Destinations → Google Ads to connect an account.

Choose how Zappush works with your account

There are two ways to run this, and picking the right one matters more than any other setting on the page.

Send conversions. Zappush becomes the source of your Google Ads conversions. Use this when you want complete server-side tracking, or when your existing Google tag is missing sales. This is the right choice for most stores.

Improve existing conversions. Zappush leaves your existing Google tag in charge and adds better matching information to the conversions it already records. Use this when your Google tag is already working well and you only want a higher match rate.

Do not run both at once for the same conversion. If your Google tag is recording purchases and Zappush is also sending them, Google counts each sale twice, your reported conversions roughly double, and Smart Bidding learns from numbers that are not real. When you choose Send conversions, turn off your existing Google Ads purchase tag, or set it so it does not count towards Conversions.

Connect your account

You will need your Google Ads customer ID, and your manager account ID if an agency runs your account. Zappush walks you through granting access during setup.

Once connected, the connection stays in test mode until you verify it. In test mode Zappush prepares every conversion and checks it against Google without recording anything, so you can confirm the setup is right before a single number moves in your ad account.

Match your events to your conversion actions

Google Ads does not have a fixed list of conversion names the way some platforms do. Every conversion you record belongs to a conversion action that you created in Google Ads, and Zappush needs to know which one each of your events belongs to.

After you connect, Zappush reads the conversion actions already in your account and lists them. Match your events to them:

Find the event you want to send, starting with Purchase, which is filled in for you.
Choose the conversion action it should count towards.
Save. Only the events you match are sent.

Only conversion actions that accept the mode you chose appear in the list. If a conversion action you expected is missing, it is almost always because it was built for the other mode. Create one in Google Ads that matches, and it will appear next time.

Purchase is filled in for you because a sale has an unambiguous value and currency. Other events are yours to map deliberately, since Google bids on the value you send and a guessed number teaches it the wrong thing.

Leads

If you use Zappush Leads, you can send a conversion to Google when a lead reaches a stage that matters to you, such as qualified or closed. Match the stage to a conversion action the same way you match an event. This is how Google learns which clicks produce real customers rather than which produce form fills.

What gets sent

Zappush sends the conversion, its value and currency, the Google click that led to it when one is known, and matching details drawn from the customer's own information. Everything personal is scrambled beyond recovery before it leaves, using the method Google specifies, so Google can match a customer it already knows without ever receiving readable details from you.

Marketing consent is respected on every send. A shopper who declined is never sent, and one who opts out later is dropped even if their order is already queued.

On stores using our strictest privacy mode, some address details are never stored in a readable form at all, so they cannot be included. Email, phone, and name matching still work. Expect a slightly lower match rate than a store on standard privacy, in exchange for holding no readable customer data at rest.

You'll know it worked when

The connection shows as Active, a test conversion reports success without appearing in your ad account, and within a few hours the conversion action you matched starts showing conversions in Google Ads. Conversions are sent in batches, so allow a little time rather than expecting one to appear the moment an order is placed.