Google Ads
Add server-side customer data to the conversions your Google tag already records, so Google matches more of them to the ads that drove the sale.
Google Ads only credits an ad when it can match the sale back to the click. Its browser tag records the sale, but often cannot match it: the shopper switched device, cleared their cookies, or came back to buy days later. Connecting Google Ads to Zappush fixes the matching rather than the recording. Your Google tag keeps recording conversions exactly as it does now, and Zappush adds the customer details Google needs to match more of them, sent from our servers.
Open Connections → Destinations → Google Ads to connect an account.
What you need before you start
Five things. Gather all of them first, because the setup cannot finish without any one of them.
| What you need | Where it comes from | Required |
|---|---|---|
| Google Ads customer ID | Top corner of your Google Ads account. Ten digits, shown as 123-456-7890. | Yes |
| Manager account ID | The same place, in the manager account itself. | Only if an agency or manager account runs your ads |
| Customer data terms, accepted | Google Ads → Goals → Conversions → Settings | Yes |
| A website conversion action that records an order ID | Google Ads → Goals → Conversions → Summary | Yes |
| Account access for Zappush | Granted during setup, from a link we send you | Yes |
Accept the customer data terms first. Google rejects every conversion that carries customer details until those terms are ticked in your account, and it rejects them without a useful explanation. This is the single most common reason a connection is set up correctly and still sends nothing.
1. Accept the customer data terms
In Google Ads, open Goals → Conversions → Settings and accept the customer data terms. This is you telling Google you are allowed to share the customer details you hold. Nothing Zappush sends is accepted until it is done.
2. Check your conversion action records an order ID
Zappush improves a conversion your Google tag already recorded, so it needs to know which recorded conversion each customer belongs to. The order ID is what connects the two. It is also called a transaction ID.
You need a website conversion action in Google Ads, and your Google tag must already be firing it with an order ID attached. If your tag records purchases without an order ID, fix that in Google Ads first. Google's own walkthrough covers it: create a conversion action.
Only conversion actions Zappush can actually improve appear in the dropdown later, which means website conversion actions. If one you expected is missing, it is almost always because it is a different kind, most often an imported or offline conversion action. Those cannot be improved this way.
3. Connect your account
Setup is done together with our team today, so there is no token for you to find or paste. We send you a link, you sign in with a Google account that can reach the Ads account, and you approve access. We complete the connection from there.
Have your customer ID ready, and your manager account ID as well if an agency runs your account. Without the manager account ID, Google refuses access that only reaches your account through the manager.
Zappush asks you to confirm one thing before connecting: that your Google tag is already recording the conversion you want improved. This mode adds to conversions, it never creates them. If your tag is not recording the sale, there is nothing for Zappush to improve and nothing will appear.
4. Match your events to your conversion actions
Google Ads has no fixed list of conversion names the way some platforms do. Every conversion belongs to a conversion action you created yourself, so Zappush needs to be told which one each of your events belongs to.
Once connected, Zappush reads the conversion actions in your account and lists them.
- Find the event you want to improve. Purchase is filled in for you.
- Choose the conversion action it belongs to.
- Save. Only the events you match are ever sent.
In practice this is your purchase event. Only a conversion that carries an order ID can be improved, and a sale is normally the only thing that has one. You can map other events, but any event without an order ID is skipped rather than sent.
Purchase is filled in for you because a sale has an unambiguous value and currency. Other events are yours to map deliberately.
5. Verify the connection
Map at least one event and save it, then use Send test conversion. The test needs a saved mapping to run against, so it will not work before step 4.
The test sends a complete conversion to Google with a flag that tells Google to check it and record nothing. Google validates the whole thing: your access, your customer ID, your terms, your conversion action. Nothing reaches your reporting and no number moves.
Until that test passes, the connection stays in test mode and every conversion is checked rather than recorded. A successful test is what puts it live.
What gets sent
Zappush sends the order ID of the conversion and the 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 recognise 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.
Conversion times are sent in UTC with an explicit offset. Google buckets them by your ad account's own timezone, so counts at the edge of a day can differ from this dashboard. That is the two products counting the same conversions against different clocks, not a delivery problem.
Replacing your Google tag
You cannot, and this is Google's decision rather than ours. Google has closed the API that uploads conversions directly to new integrations, so Send conversions appears in the dashboard as unavailable. Your Google tag stays in charge of recording conversions, and Zappush improves what it records.
You'll know it worked when
The connection shows as Active, a test conversion reports success without appearing in your ad account, and your match rate on that conversion action rises in Google Ads over the following days. Conversions are sent in batches, so allow a little time rather than expecting one to appear the moment an order is placed.
Improvements apply to conversions your tag recorded from connection day onward. Sales from before you connected are not revisited.