Google Ads conversions
Google learns from the sale.
And from the refund after it.
Each order reaches Google Ads with the click, the hashed customer details and the basket, through Google’s Data Manager API. When money goes back, Google is told: a partial refund lowers the value it holds, and a cancelled, returned or fully refunded order is taken out. On by default.
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Why does Google Ads say enhanced conversions are not set up?
Does Google still count the orders that were refunded?
Value Google bids on
₹5,299Can Google bid on leads that became customers, not just form fills?
What exactly did Google receive for this order?
What it is worth
Smart Bidding chases sales that stayed sold.
Enhanced conversions without a developer
Hashed email, phone and address go with every order, from our server. You sign in with Google; there is no tag to edit and no developer token to apply for.
Refunds taken back out
Google stops crediting campaigns with money you gave back, inside its 54 day window for changes.
Basket data for product bidding
Each item goes with its Merchant Center id, so Google sees which products sold, not just a total.
One upload
The click, the customer and the basket, in one conversion.
Each order goes to Google with your own order id as the transaction id, so Google matches it to its tag instead of counting it twice. It carries the gclid, gbraid or wbraid kept from the click, the hashed email, phone and address that make it an enhanced conversion, and the items with their Merchant Center ids. The time on it is when the sale happened, not when it was sent.
- Your order id as the transaction id
- Click ids kept past browsers that strip them from the URL
- The basket, with Merchant Center ids and your feed label
- A test mode where Google checks the upload and records nothing
your order id; Google dedupes it against its tag
kept from the click, past stripped URLs
SHA-256 hashed: this is the enhanced part
each with its Merchant Center id
what the buyer paid
when it was bought, not when it was sent
After the sale
A partial refund lowers the value. A full one removes the sale.
Google is only told about a conversion we can prove we sent, found by the transaction id in our own log. A partial refund restates the value. A cancellation, return, RTO or full refund retracts it. Nothing goes sooner than 24 hours after the sale or after Google’s 54 day window. If Google never counted the sale, nothing is retried and the order says so.
- On for every workspace unless you switch it off
- Removal uses your Google Ads connection; without it the value is set to zero, and the log says that is the weaker fix
- A removal is final, here as in Google
- Every change in plain words, on the order and in the Event stream
What Google holds
₹2,499Conversion sent
2 Oct · 14:07
₹2,499 · transaction id 10482
Refund in the store
3 Oct · 10:15
₹600 back, for one item
Waits until 24 hours after the send
Google asks for at least a day
Told Google a partial refund: value now ₹1,899
3 Oct · 14:07
same transaction id, new value
Leads
Bid on the leads that became customers.
Map any pipeline stage to a conversion action in your Google Ads account. A won lead waits a few minutes, so the deal value your rep types is the value Google gets, and a card dragged in and straight back out never reports a win. The value can be fixed, the deal itself, or what a lead like this is worth on your own close rates.
- Any stage, any pipeline, its own conversion action
- Deal value read when the conversion is sent
- Expected value from your own close rates
- A lead moved in and out of a stage never counts twice
₹42,000
Meta₹18,500
Google₹64,000
ReferralGoogle Ads conversions, on your own site.
Start a workspace and watch it work on your next order or lead, or let us walk you through it.
Switching it on
Signed in once. Then every order.
- 1
Sign in with Google
One sign-in. A manager account can upload for every account under it.
- 2
Pick the account and conversion action
Google only accepts a conversion against an action that already exists, so you choose which one.
- 3
Add your Merchant Center id
Optional. With it, every upload carries the basket.
- 4
Test, then switch on
A test send lets Google check the upload and record nothing. Then purchases flow.
Inside the module
Inside Google Ads conversions
One Google connection for conversions, adjustments and audiences, and every upload in the Event stream.
Data Manager upload
Enhanced conversions and basket data, signed in with Google
Conversion adjustments
Restated on a partial refund, removed on a full one
Lead stage conversions
Any stage to its own conversion action, with a value rule
Customer Match
A saved segment becomes a list in your Google Ads account, kept in step
Google Sheet route
Offline conversions through a Sheet, when you would rather not connect
Event stream
Every upload and every adjustment, with its payload
Every adjustment names the order and the value Google holds now, in the same words on the order page and in the Event stream.
Where this sits
One of the four steps an order goes through.
Every feature reads the same identity. Open any of them; each has its own page.
1Capture
Every visit, on your own domain.
2Understand
First click to delivered order.
3Send back
Real revenue back to the ads.
4Act
Turn it into the next sale.
Stop paying Google for refunded sales
Every sale sent with its basket.Every refund taken back out.
Sign in with Google, pick a conversion action, and the next order goes up enhanced. Refunds follow on their own.