Google Ads (GTM)

Add server-side customer data to the conversions your Google tag already records, so Google matches more of them to the ads that drove the sale.

Google Ads only credits an ad when it can match the sale back to the click. Its browser tag records the sale, but often cannot match it: the shopper switched device, cleared their cookies, or came back to buy days later. Connecting Google Ads to Zappush fixes the matching rather than the recording. Your Google tag keeps recording conversions exactly as it does now, and Zappush adds the customer details Google needs to match more of them, sent from our servers.

Open Connections → Destinations → Google Ads to connect an account.

What you need before you start

Five things. Gather all of them first, because the setup cannot finish without any one of them.

What you need	Where it comes from	Required
Google Ads customer ID	Top corner of your Google Ads account. Ten digits, shown as `123-456-7890`.	Yes
Manager account ID	The same place, in the manager account itself.	Only if an agency or manager account runs your ads
Customer data terms, accepted	Google Ads → Goals → Conversions → Settings	Yes
A website conversion action that records an order ID	Google Ads → Goals → Conversions → Summary	Yes
Account access for Zappush	Granted during setup, from a link we send you	Yes

Accept the customer data terms first. Google rejects every conversion that carries customer details until those terms are ticked in your account, and it rejects them without a useful explanation. This is the single most common reason a connection is set up correctly and still sends nothing.

1. Accept the customer data terms

In Google Ads, open Goals → Conversions → Settings and accept the customer data terms. This is you telling Google you are allowed to share the customer details you hold. Nothing Zappush sends is accepted until it is done.

2. Check your conversion action records an order ID

Zappush improves a conversion your Google tag already recorded, so it needs to know which recorded conversion each customer belongs to. The order ID is what connects the two. It is also called a transaction ID.

You need a website conversion action in Google Ads, and your Google tag must already be firing it with an order ID attached. If your tag records purchases without an order ID, fix that in Google Ads first. Google's own walkthrough covers it: create a conversion action.

Only conversion actions Zappush can actually improve appear in the dropdown later, which means website conversion actions. If one you expected is missing, it is almost always because it is a different kind, most often an imported or offline conversion action. Those cannot be improved this way.

3. Connect your account

Setup is done together with our team today, so there is no token for you to find or paste. We send you a link, you sign in with a Google account that can reach the Ads account, and you approve access. We complete the connection from there.

Have your customer ID ready, and your manager account ID as well if an agency runs your account. Without the manager account ID, Google refuses access that only reaches your account through the manager.

Zappush asks you to confirm one thing before connecting: that your Google tag is already recording the conversion you want improved. This mode adds to conversions, it never creates them. If your tag is not recording the sale, there is nothing for Zappush to improve and nothing will appear.

4. Match your events to your conversion actions

Google Ads has no fixed list of conversion names the way some platforms do. Every conversion belongs to a conversion action you created yourself, so Zappush needs to be told which one each of your events belongs to.

Once connected, Zappush reads the conversion actions in your account and lists them. Your matches are kept in a table under Event mappings. Each row is one event and the conversion action it improves.

To add a match:

Choose to add a mapping.
Pick the event. You have three ways to pick it:
- A standard event, such as a completed checkout or a new lead.
- An event your site already sends. Zappush lists the events it has recently received from your store, so you can pick one instead of typing it.
- An event you name yourself. Type the name exactly as your site sends it. Zappush matches names exactly, capital letters included, so Form_A and form_a count as two different events.
Choose the conversion action the event belongs to.
Save. Only the events you match are ever sent.

A new connection with no matches yet and a purchase conversion action in your account starts with your purchase event and that action already chosen. Nothing is saved until you save it.

Each event improves one conversion action. If you run two forms that should improve two different conversion actions, add one mapping per form event, each with its own action. An event that is already mapped cannot be picked again.

Manage your matches

The table lists every event you have matched, in the order you added them. For each row you can:

Switch it off. The event stops being sent, and the mapping stays in the table so you can switch it back on later. Switching one mapping off never changes the others.
Change its conversion action. The event stays the same and feeds a different action.
Remove it. The mapping is deleted straight away, with no confirmation step.

Two warnings can appear in the table, and both tell you something to check:

Last seen shows when Zappush last received that event. Not seen in 7 days means nothing has arrived in the last week. Check the spelling of the event name (capital letters count) and that the form or checkout is still working.
Not in your Google Ads account means the conversion action was deleted or changed kind in Google Ads. Switch the mapping off or remove it, or change it to an action that still exists.

Any event that carries an order or transaction ID can be improved. The Improve existing conversions mode only adds customer details to a conversion your Google tag already recorded, and the order or transaction ID is how the two are matched. A purchase is the most common case. A lead form is just as supported: its event needs to send a transaction ID, and your Google tag needs to record the same conversion with that same ID. An event with no ID is skipped rather than sent.

Zappush cannot see whether Google applied an improvement. If an event reaches Google but your tag never recorded a conversion with that ID, Google quietly ignores it. When a mapping seems to do nothing, check the ID on your tag's conversion first.

Purchase is filled in for you on a new connection because a sale has an unambiguous value and currency. Other events are yours to map deliberately.

5. Verify the connection

Map at least one event and save it, then use Send test conversion. The test needs a saved mapping to run against, so it will not work before step 4.

The test sends a complete conversion to Google with a flag that tells Google to check it and record nothing. Google validates the whole thing: your access, your customer ID, your terms, your conversion action. Nothing reaches your reporting and no number moves.

Until that test passes, the connection stays in test mode and every conversion is checked rather than recorded. A successful test is what puts it live.

What gets sent

Zappush sends the order ID of the conversion and the matching details drawn from the customer's own information. Everything personal is scrambled beyond recovery before it leaves, using the method Google specifies, so Google can recognise a customer it already knows without ever receiving readable details from you.

Marketing consent is respected on every send. A shopper who declined is never sent, and one who opts out later is dropped even if their order is already queued.

On stores using our strictest privacy mode, some address details are never stored in a readable form at all, so they cannot be included. Email, phone, and name matching still work. Expect a slightly lower match rate than a store on standard privacy, in exchange for holding no readable customer data at rest.

Shopify orders

On a Shopify store, each kind of order follows its row in the Orders section of your Shopify source (Connections → Sources → Shopify). A kind you turn off there is not sent here. Draft orders follow their row alone: the Draft orders switch on your Meta pixel does not apply to Google Ads. Orders you send to your offline destination, which includes in-store sales by default, are not sent to Google Ads and show as not sent, offline only.

When a shopper accepts an offer from an upsell app after checking out, the amount the offer added reaches the same conversion action as your purchases, as its own conversion with its own order ID. You do not need a separate match for it. Google counts it as a second conversion for the order.

Conversion times are sent in UTC with an explicit offset. Google buckets them by your ad account's own timezone, so counts at the edge of a day can differ from this dashboard. That is the two products counting the same conversions against different clocks, not a delivery problem.

Replacing your Google tag

You cannot, and this is Google's decision rather than ours. Google has closed the API that uploads conversions directly to new integrations, so Send conversions appears in the dashboard as unavailable. Your Google tag stays in charge of recording conversions, and Zappush improves what it records.

You'll know it worked when

The connection shows as Active, a test conversion reports success without appearing in your ad account, and your match rate on that conversion action rises in Google Ads over the following days. Conversions are sent in batches, so allow a little time rather than expecting one to appear the moment an order is placed.

Improvements apply to conversions your tag recorded from connection day onward. Sales from before you connected are not revisited.

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