Salesforce and Google Ads offline conversions
How to send Salesforce stages back to Google Ads: capture the click ID, store it in Salesforce, trigger uploads, and avoid common mistakes.
The short answer: to send Salesforce outcomes to Google Ads, you capture the Google click ID (GCLID) when the lead arrives, store it in a custom field in Salesforce, and send it back with the event name, time and value when the record reaches a stage you care about. The principle is in our guide to Google Ads offline conversions from your CRM; this page covers what is specific to Salesforce.
Capture the click ID
- Turn on auto-tagging in Google Ads so each click carries a GCLID.
- Save the GCLID when the visitor lands, in browser storage or a cookie, so it is still there when they reach the form later.
- Add a hidden field for it to every Salesforce form or to the form tool you use, and fill it from the saved value. Capture the UTM tags the same way; see what UTM parameters are.
Store it in Salesforce
Create a custom field for the GCLID on the Lead, and map it to the Contact and Opportunity when a lead is converted. Web-to-Lead forms and most form tools can write to a hidden field. The conversion mapping is the step most often missed: without it the click ID stays on the closed Lead and the Opportunity has nothing to send.
Trigger the upload
Use a Flow, or code, to trigger when the Opportunity stage changes, and send the data to Google Ads through the Data Manager API, a connector or an automation tool. Check the current options for Salesforce and Google Ads, because available connectors vary by edition and over time.
- Choose the stages that count, for example qualified lead and closed-won, and create a matching conversion action in Google Ads for each.
- Send the GCLID, the action name, the conversion time and, for deals, the value and currency.
- Upload automatically on a schedule, and keep a log of what was sent so you can check match rates.
Gotchas
- Map the click ID field from Lead to Contact and Opportunity in the lead conversion settings, or it is lost at conversion.
- Opportunity stage names differ between teams and record types, so confirm which one marks a real win.
- Currency and amount fields vary in multi-currency orgs, so send consistent values.
Setting this up and monitoring it is part of our Salesforce service. Not sure what your leads carry today? The free CRM audit checks it.
Questions people ask
Can I send Salesforce deal stages to Google Ads?
Yes, provided each record carries the Google click ID, or matching contact details where that route applies, and you can trigger an upload when the stage changes. How you trigger it depends on your Salesforce plan and set-up.
Do I need a developer?
Not always. Simple setups can use native options or an automation tool. Reliable, automatic and monitored uploads usually need some build work.
Does the GCLID survive lead conversion in Salesforce?
Only if you map the custom field from the Lead to the Contact and Opportunity in the lead conversion settings. Otherwise it stays on the converted Lead.
Related: check your click ID coverage with the GCLID coverage checker.
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