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Create and sync ad conversion events with your Google Ads account

Last updated: May 23, 2023

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 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:

  • 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 in order 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. 

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. 
    • 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.
    • Event name: the name of your event.
  • 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 lifecycle 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.

 

View and use 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.

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