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Create and sync form submission ad conversion events using Google's enhanced conversions for web (BETA)

Last updated: January 21, 2023

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In Beta

Applies to:

Marketing Hub Professional, Enterprise

After connecting your Google Ads account, you can 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 conversion events such as lifecycle stage ad conversion events for your Google, Facebook. and LinkedIn Ads accounts.

Please note: if you're using a Google Ads Manager account or My Client Centre (MCC), you cannot use Google's enhanced conversions to sync your form submission ad conversion events. While you will be able to create the event in HubSpot, the form data will not sync. 

Create form submission ad conversion events

To create or modify a form submission 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: click the dropdown menu and select Google Ads
    • Ad account: the Google Ads account you want to sync the event with.
    • Event trigger: select the Form Submission radio button. 
    • 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 event: select whether to create a new event or map the form submission to enhance an existing Google conversion event.  
      • Create a new event for this HubSpot form: select a conversion event type the event should be mapped to in your Google Ads account. 
      • Select an existing event that you want to enhance conversions for: search and select an event from a list of existing Google conversion events 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.
    • Event name: enter the name of your event.
  • Click Create event. If you created a new event, it will also be displayed in Google Ads. If you updated an existing event, the event will be enhanced and associated with the selected HubSpot form.


How your form submission data will sync with Google

After creating a 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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