Google Ads

Prefer to watch instead of read? Every step on this page also has a short video. They are bundled together at Google Ads video guides - watch top-to-bottom to set everything up without reading.

Connect Google Ads

Connecting Google Ads is a Google OAuth flow with three screens after you click the button in TrueMetriks. The whole thing takes about 60 seconds.

Video guide

Prefer to read along? The full step-by-step is below.

Step 1 - Click Connect Google Ads in TrueMetriks

In the TrueMetriks dashboard, open Settings > Ad integrations, pick the Google Ads tab, and click the highlighted Connect Google Ads button.

A Google OAuth popup opens. If your browser blocks popups, you will get an inline prompt to allow it - allow it and click Connect Google Ads again.

Don't revoke this app in your Google Account security settings later. If you do, your Google Ads conversion uploads stop firing until you re-run this flow. Use the Disconnect button in this card instead - it cleans up on both ends.

Step 2 - Choose your Google account

Google opens its account picker. Pick the Google account that has access to the Google Ads customer (ad account) you want TrueMetriks to upload conversions into.

Sign in with Google

Choose an account

to continue to TrueMetriks

• A

  Demo Brand

  [email protected]

• A

  Acme Holdings

  [email protected]

• M

  My Store

  [email protected]

• L

  Lead Gen Co

  [email protected]

• A

  Agency Client

  [email protected]

• Use another account

Before using this app, you can review TrueMetriks's Privacy Policy and Terms of Service.

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If the account you need is not in the list, click Use another account and sign in. The Google account you pick here only needs to be a user on the target Google Ads customer - it does not have to be the account owner.

Step 3 - Confirm the account for TrueMetriks

Google shows a confirmation screen with the email address you picked and a summary of what TrueMetriks will receive. Click the highlighted Continue button.

Sign in with Google

Sign in to TrueMetriks

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Google will allow TrueMetriks to access this info about you

[email protected]

Email address

Review TrueMetriks's Privacy Policy and Terms of Service to understand how TrueMetriks will process and protect your data.

To make changes at any time, go to your Google Account.

Learn more about Sign in with Google.

Cancel Continue

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If you picked the wrong account, click the email dropdown on the left to switch, or Cancel to bail out of the flow.

Step 4 - Approve Google Ads access

Google now asks you to approve the one permission TrueMetriks needs: read and upload conversions on your Google Ads accounts. Tick the highlighted checkbox, then click Continue.

Sign in with Google

TrueMetriks wants access to your Google Account

A [email protected]

Select what TrueMetriks can access

See, edit, create, and delete your Google Ads accounts and data. Learn more

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Review TrueMetriks's Privacy Policy and Terms of Service to understand how TrueMetriks will process and protect your data.

To make changes at any time, go to your Google Account.

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Cancel Continue

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Tick the checkbox before clicking Continue. If you skip it, Google sends you back to TrueMetriks without granting the scope and the connect button will not flip to Connected. You will need to re-run the OAuth flow and tick it on the next pass.

When you click Continue, the popup closes and the TrueMetriks dashboard card flips to Connected. Next you import the ad account this TrueMetriks site uploads conversions to.

Import your ad account

Now that TrueMetriks is connected to your Google account, you tell it which Google Ads account (customer) this site should upload conversions to. One Google account can manage many accounts; import the one this site advertises through. You can import more than one.

Video guide

This video also walks through the next section (Add conversion action goals) end-to-end.

Step 1 - Click Add ad accounts

The Google Ads card now shows Connected as <your email> and an Ad accounts section. Until you import one, it reads No accounts imported yet. Click the highlighted Add ad accounts button.

Step 2 - Pick the account in the popup and click Import

The Add ad accounts popup lists every Google Ads account your connected user can manage, with the account ID under each name. Tick the one this TrueMetriks site should upload conversions to - in the example we pick Demo Brand - then click the highlighted Import button. You can tick more than one if this site sends to several Google Ads accounts.

Step 3 - Your account card appears

The imported account drops in as its own card, showing the account name and ID with a Remove account button. Underneath is the Conversion action goals section - empty for now. This is where you tell TrueMetriks which events to upload to this account.

Add conversion action goals

A conversion action goal is how you tell TrueMetriks which event to upload to this Google Ads account. You pick a category (Purchase, Lead, Begin Checkout, and so on) - it maps to the matching TrueMetriks event automatically, so there is no separate fire-rule step - then name the action and choose when it fires. TrueMetriks creates the conversion action inside Google Ads when you click Save changes.

Video guide: the Import your ad account video above walks through this section too - jump back up to watch it.

Step 1 - Click Add conversion action goal

On the account card, click the highlighted Add conversion action goal button (shown in the previous step). The Add conversion action goal popup opens.

Step 2 - Fill in the Add conversion action goal popup

Fill in the popup:

• Category - the kind of conversion this goal is. The dropdown lists Purchase, Lead, Book Appointment, Begin Checkout, Engagement (View Item), Page View and Add to Cart. Each one maps to a TrueMetriks event automatically (Purchase to Purchase, Lead to Lead, Book Appointment to Schedule, Begin Checkout to InitiateCheckout, Engagement to ViewContent, and so on). The line under the dropdown confirms which event it fires on - you never pick the event yourself.
• Conversion action name - the label this action shows under inside Google Ads (for example Demo Brand Purchase). Pick something you will recognize in the Google Ads goals list.
• Fire when - for Purchase, Lead and Book Appointment you can limit the goal to New customers only or Returning only instead of Always - useful if you want to bid differently on new versus returning buyers. Leave it on Always unless you have a reason not to. (See New vs returning for what new and returning mean.)
• Product filter (Purchase only, optional) - fire only when a specific product is purchased. Covered in Product filter below. Leave it blank to fire on every Purchase.

When the fields are filled, click the highlighted Create goal button.

Step 3 - The goal is staged, not created yet

The goal drops into the Conversion action goals list with a blue Not saved yet - created in Google Ads when you Save changes note. Clicking Create goal only stages the goal in TrueMetriks - nothing is created inside Google Ads until you Save changes.

Step 4 - Click Save changes to create it in Google Ads

Click the highlighted Save changes button at the bottom of the card. This is the step that actually creates the conversion action inside Google Ads and starts sending conversions for the mapped event.

If you add a goal but never click Save changes, nothing is created on Google's side - so the goal does not start firing. Always finish with Save changes.

Step 5 - Confirm the goal inside Google Ads

To verify the conversion action landed, open Goals > Summary in Google Ads and expand the goal that matches your category (Purchase in this walkthrough). Your new conversion action is listed there with the exact name you gave it, set to Website (Import from clicks). It reads No recent conversions until your site actually fires the event - we cover testing that in How to test that conversions are flowing below.

To add more goals - a Lead goal, an AddToCart goal, a second Purchase goal with a product filter - click Add conversion action goal again and repeat. Each one is created in Google Ads when you Save changes.

Product filter

The product filter is an optional setting on a Purchase goal that fires the conversion only when a specific product was bought. Leave both fields blank and the goal fires on every Purchase (the default).

Video guide

You can filter on either field, or both:

• Product name (contains) - matches if any purchased product's name contains this text. Case-insensitive, so bottle matches Upsell Bottle.
• Product ID (exact) - matches if any purchased product's ID is exactly this value (for example a SKU). Case-insensitive.

If you fill in both, the goal fires when a purchased product matches the name or the ID.

Why this is useful

Say you sell a core product plus a high-margin upsell, and you want Google Ads to optimize toward the upsell specifically. Add a second Purchase goal named something like Demo Brand Upsell, set its product filter to the upsell's name or SKU, and only those purchases upload to that conversion action. Now you can bid and report on the upsell on its own, separate from your all-Purchases goal.

How to test that conversions are flowing

To confirm real conversions are flowing in, fire one on your site and check the Google Ads diagnostics.

Video guide

Step 1 - Install the tracker and run a test

Before Google Ads can receive anything, the TrueMetriks tracker has to be installed on your site. If you have not done that yet, follow the Test your integration guide - it walks you through placing the tracker, opening your live site in an incognito window, and firing a test Purchase (or whatever event you mapped).

Once the test event lands in your TrueMetriks dashboard, conversion counts typically appear in Google Ads within 30-60 minutes.

Step 2 - Open Goals > Conversions > Summary in Google Ads

In Google Ads, click Goals in the left rail. The Conversions menu opens. Click Summary.

Scroll to the goal that matches your event (Purchase in this walkthrough) and expand it. You will see your conversion action row.

Step 3 - Hover the Recent conversions status

In the Status column of the row, hover the Recent conversions label. A small popover appears with a summary of the conversion-action health: count of recent conversions and Imported data quality. Inside the popover there is a View diagnostics link.

Click the highlighted View diagnostics link.

Step 4 - Read the Data quality page

Google Ads opens the Data quality page for the conversion action. This is the dashboard Google gives you to confirm that events are flowing in correctly.

What to look at:

• Status banner - the big label at the top reads Excellent, Good, OK, or Poor depending on how many events imported cleanly.
• Events imported - the line below shows the success rate, e.g. 100% (17 of 17) of events successfully imported on May 29, 2026. If the rate is below 100%, expand the row to see what failed.
• Conversion action active and fully optimized - confirms the action is wired up correctly and live.
• History - the bar chart at the bottom shows successfully imported events (blue) vs events with errors (red) over the last 7 days. Watch this after your real traffic starts firing - it is the single best signal that conversions are flowing through cleanly.

If you see events showing up here, conversions are flowing into the matching conversion action inside Google Ads.

Remove or recreate a goal

There are two different things you might want to do: remove a goal (stop uploading to it), or remove the conversion action inside Google Ads and recreate it (a clean rebuild that keeps its history). The video walks through both.

Video guide

Remove a goal

Click the trash icon on the goal, then click Remove goal in the confirm. TrueMetriks stops uploading conversions for that goal.

You must click Save changes for the removal to apply. Removing a goal only stages the change until you save - click Save changes at the bottom of the card to commit it. The conversion action itself stays inside your Google Ads account; if you want it fully gone, delete it in Google Ads as well.

Recreate a conversion action you removed in Google Ads

Google Ads keeps the data attached to a conversion action even after you remove it, so if you ever delete one and rebuild it under the same name, Google revives the original with all its prior history. TrueMetriks makes that a one-click Recreate.

Step 1 - Remove the conversion action in Google Ads

In Google Ads, open Goals > Summary, expand the goal, and find your conversion action row. Hover it, click the three-dots menu on the right, then click Remove conversion action.

Step 2 - Review and Save in Google Ads

Google Ads shows a Review and confirm page summarizing what will change. Click the highlighted Save button. Google removes the conversion action.

Step 3 - Back in TrueMetriks, the goal shows Not found

Switch back to TrueMetriks. Because the action no longer exists in Google Ads to receive uploads, the goal turns amber and reads Not found in Google Ads - upload paused. Click the highlighted Recreate button.

Step 4 - Confirm the recreate

A confirm dialog explains what happens. Because the name matches, Google revives the original action - it keeps its prior conversion data and stats, it does not start blank. Click Yes, recreate and the conversion action is rebuilt inside Google Ads, picking up right where it left off.

Renamed the action in Google Ads rather than removing it? Click Refresh from Google Ads on the account card instead - TrueMetriks re-fetches the live conversion actions for that account and re-syncs the names.