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Create and update your lifecycle stage change ad conversion events using Google's Enhanced Conversion for Leads (BETA)

Last updated: January 30, 2024

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

Marketing Hub Professional, Enterprise

Use Google's Enhanced Conversion for Leads to create ad conversion 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.

If you've previously created lifecycle stage ad conversion events in HubSpot, you can also update these events to use Google's Enhanced Conversion for Leads. 

Before you get started

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

  • 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 of 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 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 must be shared with Google, such as email address, phone number, or address.
  • 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. 

Create a new lifecycle stage change ad conversion event

To create a lifecycle stage change ad conversion event using Google's Enhanced Conversions for Leads:

  • In your HubSpot account, navigate to Marketing > Ads.
  • In the top right, click Create. Then, select Event
  • 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: you must select the Lifecycle stage change option. 

 

 

    • 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: 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. 
      • Custom 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 HubSpot contact data that you would like to share with Google. HubSpot will use a secure one-way hashing algorithm called SHA256 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 network: select which contacts to share with Google. 
      • All contacts that move to the selected lifecycle stage(s): sync all HubSpot contacts that have moved to the selected lifecycle stage. It is strongly recommended to use this option to provide the best ad optimization.
      • All contacts that move to the selected lifecycle stage(s): 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.

 

 

  • If you're creating a Lifecycle stage change using Google's Enhanced Conversions for Web for the first time, you will need to turn on the Enhanced conversions for leads settings 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 for leads section. 
    • Click the Turn on enhanced conversions for leads checkbox. 
    • Click the Choose a method for setting up and managing user-provided data dropdown menu and select Google tag or Google tag manager
    • Click Save
       
  •  
  • After updating your Google Ads account settings, navigate back to your HubSpot account.
  • Click Create event
     

Please note: the number of lifecycle stage ad conversion events you can create depends on your HubSpot subscription. Please review HubSpot’s Product & Services Catalog for the most up-to-date pricing and packaging information.

  • If you have a Marketing Hub Professional subscription, you can create up to 50 lifecycle stage ad conversion events.
  • If you have a Marketing Hub Enterprise subscription, you can create up to 100 lifecycle stage ad conversion events. 

 

Update existing lifecycle stage change ad conversion events to use Google's Enhanced Conversion for Leads

To review and update your conversion events:

  • In your HubSpot account, navigate to Marketing > Ads.
  • Click the Events tab. You can review all conversion events. 
  • To update an existing event, click Update to EC. If you do not see the option to replace an existing event, this means that the event is already using Google's Enhanced Conversions for leads. Your ad conversion event should continue to sync without issue. 


 
  • In the right panel, update the following details: 
    • Event name: by default, the existing event name will appear. You can update the event name. 
    • 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. 
      • Custom 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 HubSpot contact data that you would like to share with Google. HubSpot will use a secure one-way hashing algorithm called SHA256 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 network: select which contacts to share with Google. 
      • All contacts that move to the selected lifecycle stage(s): sync all HubSpot contacts that have moved to the selected lifecycle stage. It is strongly recommended to use this option to provide the best ad optimization.
      • All contacts that move to the selected lifecycle stage(s): sync only HubSpot contacts that have moved to the selected lifecycle stage and interacted with your Google Ads. 
    • After updating your lifecycle stage change ad event, click Save
       

  • If you do not want to update the event, hover over the event and click Maybe later. This will dismiss the Update to EC button. Your ad conversion event should continue to sync without issue. 
  • To disable syncing data from your HubSpot account, click to toggle the switch off next to the name of the event.
     

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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