Google Ads Tracking & Attribution with LeadMetrics

What the Google Ads integration does

LeadMetrics connects to your Google Ads account and syncs campaigns, ad groups, ads, their status and daily metrics including spend. LeadMetrics then combines these costs with the leads, deals and payments coming in through your website, your CRM or your payment provider.

For every campaign and every ad you see cost per lead, cost per deal, revenue and ROAS – not just the clicks and conversions Google reports on its own. In the dashboard you drill down from channel to campaign to ad group to the individual ad. In the ad analysis you compare up to four ads with three metrics each side by side, even across projects – for example your Google campaigns against Meta Ads.

Attribution via the gclid

When someone clicks your Google ad, Google appends the gclid to the landing page URL. The LeadMetrics script captures it along with UTM parameters and the LeadMetrics ad parameters and stores it in the session. When that person submits a form later, LeadMetrics matches the lead to the session – via session ID, email address or phone number, up to 90 days back. For reporting you can use first-click or last-click attribution.

This matters most in lead generation with long sales cycles: the deal closes in your CRM weeks later, but the gclid stays attached to the lead.

Conversion API for Google Ads

With the Conversion API, LeadMetrics sends events to Google Ads server-side – including events that never happen in the browser, like a won deal or a payment.

• Events: lead, purchase, trial started, subscription created, canceled or paid, deal won or lost, and custom metrics.
• Mapping per project: you decide which LeadMetrics event maps to which Google Ads conversion.
• Data: gclid, value and currency, plus email, phone number and names – hashed with SHA-256 before sending.
• Deduplication: every event gets an event_id.
• Attributed data only: LeadMetrics sends attributed data to Google Ads. The "all data" option is available for Meta and TikTok only.
• Log per lead: for every lead you see which events were sent to Google.

That way Google optimizes your bids for the leads and deals that actually matter.

Analyze, monitor, share

Your synced Google Ads data is available everywhere in LeadMetrics: in dashboard widgets like the ad table, top/flop ads or funnel analysis, in alerts with daily thresholds on ad metrics (shown in the app), and in the AI Marketing Copilot, which explains your campaigns based on live data. For clients or colleagues you create a share link to the dashboard or a PDF report that can be emailed automatically on a schedule.

How to set it up

1. Connect your Google Ads account

   Connect your Google Ads account to your project in LeadMetrics.

2. Install the tracking script

   Add the LeadMetrics tracking script to your website so visits, gclids and leads are captured.

3. Map your events

   Choose which LeadMetrics events are sent as which Google Ads conversions via the Conversion API.

Learn more

• Conversion API in LeadMetrics
• Lead tracking & attribution
• Guide: Campaign tracking with UTM and click IDs
• UTM builder