Create and sync ad conversion events with your Google Ads account

Once your Google Ads account is connected, you can create ad conversion events that sync your CRM lifecycle stage changes from HubSpot using Google's Enhanced Conversions. This helps Google optimize your ad targeting based on contacts attributed in HubSpot's ads tool.

You can also create new enhanced events or enhance your existing Google events with HubSpot form submissions. This uses Google's Enhanced Conversions for more accurate conversion measurement and better ad optimization.

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

Before you get started

Before you create your first ad conversion event, keep the following in mind:

• When creating a lifecycle stage ad conversion event:
  • Only lifecycle stage changes that occur after creating the conversion event in HubSpot will be counted and used to optimize the delivery of your ads.
  • To sync contact lifecycle data from Google, the Included in account-level goals setting must be set to Yes for each ad event.
  • After creating a conversion event in HubSpot, lifecycle stage data from contacts who engage with your ads will sync with your Google Ads account. To sync, a contact needs at least one of the following:
    • A value populated for the Google Ad click id contact property, which represents their Google Click Identifier (GCLID).
    • Contact data such as email address, phone number, or address must be shared with Google.
  • If you've created events for multiple lifecycle stages and a contact moves through each one, an event will sync for each stage change. For example, if you have events for the Lead and Customer stages and a contact passes through both, each stage change will sync separately.
• If you're using a Google Ads Manager account or My Client Centre (MCC) for form submission and conversion events, you can't sync using Google's Enhanced Conversions. You can still create the event in HubSpot, but the form data won't sync.

Create ad conversion events

The number of ad conversion events you can create depends on your HubSpot subscription. Review HubSpot's Product & Services Catalog for the most up-to-date pricing and packaging information.

• Marketing Hub Starter: up to five events.
• Marketing Hub Professional: up to 50 events.
• Marketing Hub Enterprise: up to 100 events.

To create an ad conversion event using Google's Enhanced Conversion:

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly.
2. In the upper right, click Create, then select Conversion event.
3. In the right panel, 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 the Lifecycle stage change radio button.
   • 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. 
   • Consent to share data (optional): Google recommends obtaining your contacts' consent before sharing data with third parties. If you send consent data, Google will only use consented contacts for measuring and optimizing ad events.
     • To set up the consent to share data fields with an existing property, select a property used to store consent and a property value that indicates that a contact has consented to share data.
     • If you’re setting up consent for the first time, we recommend creating a custom contact property. You can use this property to: 
       • Store your contact’s consent data. 
       • Use it as a consent field in your forms. When using a custom consent field, it is recommended to use this in all forms where visitors can convert. For example, you can create a single checkbox property with the label I consent that this data may be shared with third parties such as Facebook, LinkedIn, and Google. 
   • Data sharing: select the checkboxes next to the HubSpot contact data that you would like to share with Google. HubSpot will use a secure one-way hashing algorithm called SHA-256 to secure customer data before sending it to Google.
     • To use Enhanced Conversions, at least one option must be selected.
     • It is recommended to select at least the default Email property for a better identity match.
   • Choose contacts to share with the network: select which contacts to share with Google.
     • All contacts that move to the selected lifecycle stage(s): syncs all HubSpot contacts who reach the selected stage. We strongly recommend this option for the best ad optimization. 
     • Only contacts that move to the selected lifecycle stage(s) and have interacted with your ads: sync only HubSpot contacts that have moved to the selected lifecycle stage and interacted with your Google Ads. 
   • Set the event as a primary action in Google: select the checkbox to set the event as a primary event in your Google Ads account. Select this option to report on the event in the Conversions column of your Google reports and use the event for bidding.
   • Event name: enter a name for your event.
4. If it's your first time creating a lifecycle stage change event with Enhanced Conversions, you'll need to turn on this setting in your Google Ads account:
   • Click Sign into Google Ads to sign in to your Google Ads account. 
   • In your Google Ads account settings, click to expand the Enhanced Conversions section.
   • Click the Turn on Enhanced Conversions checkbox.
   • Click the Choose a method for setting up and managing user-provided data dropdown menu, then select Google Ads API.
   • Click Save.
5. After updating your Google Ads account settings, return to your HubSpot account.
6. Click Create event.

Create form submission ad conversion events

To create a form submission ad conversion event:

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly.
2. In the upper right, click Create, then select Conversion event.
3. In the right panel, 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 the Form submission radio button.
   • Pixel: if you've previously installed a Google pixel in your HubSpot account, the pixel will display. If there isn't one, click Add pixel to install a new Google pixel.
   • HubSpot form: select a form to use as the event trigger. Each HubSpot form can only be used as an event trigger once.
   • 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. If you've selected this option, it is recommended to set a value for the form submission. 
   • Consent to share data: Google recommends obtaining your contacts' consent to share data. Select a property and property value used to store and indicate a contact's consent to share data.
   • Data sharing: select the checkboxes next to the HubSpot contact data that you would like to share with Google. HubSpot will use a secure one-way hashing algorithm called SHA-256 to secure customer data before sending it to Google.
     • To use Enhanced Conversions, at least one option must be selected. 
     • It is recommended to select the default Email property for a better identity match.
   • Event name: enter a name for your event.
4. After setting up your lifecycle stage or form submission conversion event, click Create event.

Manage events in HubSpot

To review and manage your conversion events:

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly.
2. Click the Events tab. You can review all conversion events.
3. If any of your conversion events have stopped syncing, a Needs Attention section appears at the top of the tab. It shows which events have stopped syncing so you can navigate directly to the affected event and resolve the issue. Events with authentication errors are flagged in red; other issues appear in yellow.
4. To disable syncing data from your HubSpot account, toggle the switch off next to the name of the corresponding event.
5. To view more details on each event, click the name of the event. In the right panel, review additional details for your conversion event and view error messages with guidance on how to fix the issue.
6. To delete an event in your HubSpot account, click the name of the event. Then, in the right panel, click Delete.
   • Deleting an event in HubSpot 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 conversion action name in Google Ads was not edited, the new HubSpot event will send offline conversions to the same Google Ads conversion action as before.

Review ad conversion events in Google

In Google Ads, ad conversion events are called conversion actions. Each one has an All conversions column that shows the total count of conversions.

The All conversions column only displays 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 may not match HubSpot's data because Google calculates each metric differently. HubSpot Support can only pull event syncing logs when there's an error, so Support won't be able to investigate discrepancies unless an error is present. Learn more about All conversions and conversion actions in Google's documentation.

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 HubSpot form submissions on your site will sync to your Google Ads 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 be automatically selected within 48 hours of the first event sync from HubSpot. You do not need to turn this on manually.

HubSpot adheres to the following process when sending data for Google's Enhanced Conversions. This information will be configured by HubSpot, and you 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_emailers.google.com/google-ads/api/docs/conversions/upload-adjustments
  • 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 time zone 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 is 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.