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Create and sync ad conversion events with your Google Ads account

Last updated: December 1, 2023

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Available with any of the following subscriptions, except where noted:

Marketing Hub Professional, Enterprise

After connecting your Google Ads account, you can create events to sync your CRM lifecycle stage changes from HubSpot. This will allow the ad network to optimize the delivery of your ads when a contact has been attributed in the HubSpot Ads tool.

You can also create new enhanced events or enhance your existing Google events with form submissions from HubSpot. This uses Google's enhanced conversions, which allows the ad network to optimize the delivery of your ads through accurate conversion measurement.

You can also create and sync ad conversion events with your LinkedIn Ads account or Facebook Ads account

Before you get started

Before getting started with ad conversion events, do note the following:

  • When creating a lifecycle stage ad conversion event:
    • Only the lifecycle stage changes that occur after creating the conversion event in HubSpot will be counted and used to optimize the delivery of your ads.
    • The lifecycle stage change must occur within 90 days after the ad interaction to sync with your Google Ads account. 
    • To sync contact lifecycle data from Google, the Included in account-level goals setting must be set to Yes for each ad event. 
    • After you create a conversion event in HubSpot, lifecycle stage data from contacts who engage with your ads will be synced with your Google Ads account. The contact must have a value populated for the Google ad click id contact property, which represents their Google Click Identifier (GCLID).

    • If there are multiple events created in your account for different lifecycle stages, and a single contact moves through each stage, an event will sync for each lifecycle stage change. For example, if there are lifecycle stage change conversion events created for the lead and customer lifecycle stagesand a contact goes through both these stages, there will be a sync to each of the corresponding events. 
  • When creating a form submission ad conversion event: 

Create ad conversion events

To create a Google ad conversion event:
  • In your HubSpot account, navigate to Marketing > Ads.
  • In the upper right, click Create event.
  • In the dialog box, customize the details for your event:
    • Ad network: the ad network the event is for. Select Google to create an ad conversion event for your Google Ads account. 
    • Ad account: the Google Ads account you want to sync the event with. 
    • Event trigger: select either the Lifecycle stage change or Form submission radio button.
    • Event name: the name of your event.
  • If you've selected Lifecycle stage change as the event trigger, enter the following additional details:
    • Lifecycle stage: the HubSpot lifecycle stage specified for the event. If you want to associate the HubSpot lifecycle stage with a different lifecycle stage in your ad account:
      • Click the dropdown menu below the HubSpot lifecycle stage.
      • Then, select the corresponding ad network lifecycle stage.
    • Value: specify a monetary value for your event.
      • To set the event's value to the value of the associated deal, select Use the Deal amount. The weighted amount for the most recent associated deal will be used for this value. With this option, you'll still need to enter a default value. If the deal has no value attached or is invalid (closed-lost, has a non-positive value, etc), the default value will be used. 
      • To enter a custom value for the lifecycle event change, select Use a custom value, then enter a value.
    • Include in "Conversions": if you're creating an event for a Google Ads account, you can include the CRM lifecycle event in your Google Ads Conversions column. This tells Google which conversions to optimize for in ad campaigns using an automated bidding strategy. Learn more about how this feature works in Google's documentation.


  • If you've selected Form submission as the event trigger, enter the following additional details:
    • Pixel: if you have previously installed a Google pixel to your HubSpot account, the pixel will display. If there is not, click Add pixel to install a new Google pixel. 
    • Accept Google's customer data terms: this is required the first time you create a form submission ad conversion event using Google's enhanced conversions for web. Click the link to your Google settings to read and accept the terms.
    • Google conversion action: select whether to create a new event or map the form submission to enhance an existing Google conversion event. 
      • Create a new conversion action for this HubSpot form: select a conversion action the event should be mapped to in your Google Ads account. 
      • Map HubSpot form to an existing conversion action: search and select an action from a list of existing Google conversion actions in your Google Ads account. 
    • Value: specify a monetary value for your event. This field will not display if you've chosen to map your form to an existing Google event. 
    • Consent to share data: Google requires visitors' consent to share data. Depending on the settings chosen on your individual forms, visitors will see the explicit or implicit consent to process data. Select a property and property value used to store and indicate a contact's consent to share data. 
      • Custom contact property: select a property used to collect a contact's consent to share data. 
      • Property value that indicates consent: select a property value from the above property that indicates the contact's consent. 
    • Data sharing: select the checkboxes next to the contact data that you would like to share with Google. You can choose to share a contact's email address, phone number, and address. 
    • Google Primary action: when creating an event for a Google Ads account, if you've set the event as a Primary action, it will be reported in the Conversions column in Google reports used for bidding. This tells Google which conversions to optimize for in ad campaigns using an automated bidding strategy. Learn more about how this feature works in Google's documentation.
  • Click Create event.


Manage events in HubSpot

To review and manage your conversion events:

  • In your HubSpot account, navigate to Marketing > Ads.
  • Click the Events tab. You can review all conversion events. 
  • To disable syncing data from your HubSpot account, click to toggle the switch off next to the name of the corresponding event.


  • To view more details on each event, click the name of the event. In the right panel, review additional details for your conversion event. 
  • To delete an event in your HubSpot account, click the name of the event. Then, in the right panel, click Delete
    • When an event is deleted in HubSpot it will not automatically delete the corresponding event in Google Ads. The event must be deleted manually from your Google Ads account. 
    • If an event is created with the same details as a previously deleted event, and the name conversion action in the Google Ads was not edited, the new HubSpot event will send offline conversions to the same Google Ads conversion action as before.


Reviewing ad conversion events in Google

In Google Ads, ad conversion events are referred to as conversion actions. Each conversion action will have an All Conversions column displaying the total count of conversions for that conversion action.

The All Conversions column will only display the attributed conversions according to your conversion action settings in Google Ads.

Enhanced Conversion events synced from HubSpot will be included in the All Conversions column only if that conversion can also be attributed to a Google Ads campaign.

Please note: the All conversions total in Google Ads is not expected to match the data in HubSpot due to Google's requirements for how each metric is calculated. Learn more about All Conversions and conversion actions in Google's documentation here.


View and use lifecycle stage change events in your Google Ads account

Google will use the CRM lifecycle data from your HubSpot account to optimize the delivery of your ads. You'll also be able to report on the value of your CRM lifecycle event changes from within your Google Ads account.

The CRM lifecycle event changes will sync to your Google Ads account as Conversion Actions. Google will use this data to optimize the bidding strategy for your ads.

  • To view the events you created in HubSpot in your Google Ads account:
    • Sign in to your Google Ads account.
    • In the upper right, click Tools & Settings.
    • In the dropdown menu, under Measurement, click Conversions.


  • To use your events when creating a Google ad campaign:
    • In the left sidebar, click Budget and bidding
    • Click the What do you want to focus on? dropdown menu, then select Conversions.



How your form submission data will sync with Google

After creating a form submission conversion event in HubSpot, contact data from contacts who submit HubSpot forms on your site will be synced with your Google ad account. Data such as email addresses, phone numbers, first names, last names, and street addresses will be hashed using the SHA-256 algorithm before being uploaded.

The Turn on enhanced conversions option in your Google conversions settings will also be automatically selected within 48 hours of the first event sync from HubSpot. You do not need to manually turn on this option to sync new or existing conversion events for form submissions.

HubSpot adheres to the following process when sending data for Google's enhanced conversions for web. This information will be configured by HubSpot, and users will not need to take any action. For reference, the process for sending data for enhanced conversions is similar to other Google conversion adjustments, keep the following key differences in mind when populating the ConversionAdjustment:

  • order_id is required.
  • adjustment_type must be ENHANCEMENT.
  • conversion_action must be the resource_name of a ConversionAction with a type of WEBPAGE and enhanced conversions enabled.
  • user_identifiers must contain between one and five identifiers. Enhancements support the following identifiers:
    • hashed_phone_number
    • address_info
  • user_identifier_source of each identifier is optional.
  • gclid_date_time_pair with conversion_date_time is optional but recommended. Set this to the date and time at which the conversion with the specified order_id occurred. Include the timezone offset, and use the format yyyy-mm-dd HH:mm:ss+|-HH:mm, for example: 2022-01-01 19:32:45-05:00 (ignoring daylight saving time) .

    Setting the gclid of the gclid_date_time_pair is optional.

  • user_agent is optional but recommended. This should match the user agent of the request that sent the original conversion so the conversion and its enhancement are either both attributed as same-device or both attributed as cross-device.

  • restatement_value with adjusted_value and currency_code are optional but recommended.

In addition, you must upload the enhancement adjustment within 24 hours of the original conversion for the order_id. To avoid errors due to differences in clock times, upload the adjustment no later than several minutes before the end of the 24-hour period.

Necessary disclosure: your use of our Google Ads integration is subject to the Google Ads Terms and Conditions and our Customer Terms of Service. By using our Google Enhanced Conversions feature, you authorize us to provide necessary data to Google in order to make this functionality available to you; you also agree to comply with Google's Customer data policies and Customer Data Terms. Please review Google’s Customer data policies carefully as they contain examples of where you can collect customer data, requirements, restrictions on measurements in sensitive categories, ramifications for violations of these policies, and user choice and control. Please note that your legal team is the best resource to give you advice on how to comply with these policies.

HubSpot will be able to view and manage your account, and will store your Google Ads account number. When you authorize the integration, HubSpot receives a user token with permissions on the connected ad accounts. HubSpot can view but does not store all the ad accounts you have permission for. Google will share settings details (e.g., name, budget, bid strategy, creative) and performance metrics (impressions, clicks, etc.) for all campaigns, ad groups, and ads in the ad accounts you connected.


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