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To access this integration, you’ll a Google Ads account with ADMIN or STANDARD access.You are not required to provide your own developer token, as OneView is a Data Provider for Google Ads API.
This article is meant as a guide for OneView customers to understand how Google Ads fully managed integration works. With OneView, you can:
  • Automatically send Online Conversions to Google Ads
  • Automatically send Offline Conversions to Google Ads
  • Automatically send Enhanced Conversions to Google Ads
  • Automatically send user data to Google Ads
  • Automatically send consent information to Google Ads
  • Automatically send click identifiers to Google Ads
  • Automatically send conversion timestamps to Google Ads
Without having to manually set up any configuration, data mapping, or routing rules requiring deep technical knowledge of Google Ads API, potentially risking bugs or issues. You simply need to select your Conversion Actions on OneView, and OneView will take care of the rest. You can check what data is sent to Google Ads by checking the logs under “Integrations” -> “Google Ads” -> “Logs”.

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What gets sent to Google Ads

OneView automatically sends the following data fields to Google Ads for conversion tracking and optimization:

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Click Identifiers

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gclid
string
Google Click ID - Captured from URL parameters when users click on your ads and navigate to your website.
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gbraid
string
Google App Bridging Ad ID (gbraid) - Present when a user clicks on an ad on the web and is directed to your iOS app.
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wbraid
string
Web Bridging Ad ID (wbraid) - Present when a user clicks on an ad in an iOS app and is directed to your webpage.

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User Data

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user_identifiers
array
Enhanced Conversion Identifiers - Normalized and hashed user-provided data for enhanced conversions. It uses your Identity Graph to match the identifiers to the same user.
  • Maximum of five identifiers per conversion
  • Supports email, phone number
    User data is only sent when:
    • Enhanced Conversions are enabled on Google Ads.
    • PII Handling is set to Hashed on OneView for your Google Ads account.

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Conversion Details

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conversion_date_time
string
required
Conversion Timestamp - The date and time when the conversion occurred.Format: yyyy-mm-dd HH:mm:ss+|-HH:mm
Example: 2022-01-01 19:32:45-05:00
OneView automatically converts timestamps using DST-aware conversion, to the timezone as your Google Ads account, for accurate cross-dashboard reporting comparisons.
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transaction_id
string
Google Ads uses different identifiers to handle idempotency. Depending on the type of Conversion Action, OneView automatically chooses between:
  • the Transaction ID (in the context of Online Conversions)
  • the Order ID (in the context of Offline Conversions),
  • the timestamp - gclid pair whenever an ID is not accepted by Google Ads.
OneView automatically uses the Idempotency-Key of your event as the Event ID, or, if absent, it generates a one, based on the event payload.
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consent
object
Consent Information - Consent information for the conversion, using the Google Consent Mode framework.
OneView automatically sets the consent information for the conversion, using the Google Consent Mode framework, and the ad_user_data and ad_personalization values to enforce consent compliance.

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Enhanced Conversions

OneView can automatically send Enhanced Conversions to Google Ads, along with regular conversions for better matching. You can disable this feature under “Settings” -> “Accounts” -> “Google Ads” -> “PII Handling” -> “None”. The type of Enhanced Conversions OneView uses (Enhanced Conversions for Web or Enhanced Conversions for Leads) depends on the Conversion Action linked to each Conversion Event on OneView when configuring the integration.
  • Enhanced Conversions for Leads
  • Enhanced Conversions for Web
Enhanced Conversions for Leads requires you to preemptively send lead data (i.e. email, phone number) from your website contact forms using the Google Ads User-Provided Data Event tag on Google Tag Manager (Web Container).OneView will then upload the complete ClickConversion to Google Ads API at conversion time.
Enhanced Conversions for Leads are sent for Conversion Actions whose type is Offline.To use Enhanced Conversions for Leads, you need to:
  • Enable User-Provided Data in your Google Tag.
Understanding the alert: This alert appears when Google Ads receives Enhanced Conversions for Leads but cannot match the hashed user data to any known users in their system. This typically happens when:
  • The frontend Lead Form isn’t sending Enhanced Conversion data to Google Ads
  • The two-step process required by Google Ads isn’t being followed correctly
You need to set up a Lead Form capturing customer data on your website. How to. If you already have a Lead Form, make sure you are capturing the same data as the Conversion Action.How Google Ads processes Enhanced Conversions for Leads:Google Ads uses a two-step process for Enhanced Conversions for Leads:
  1. Frontend submission: When a user submits a lead form, the Google Ads tag (gtag.js or Google Tag Manager) must send the Enhanced Conversion data (email, phone) to Google Ads from the frontend
  2. Backend confirmation: Later, when the conversion is complete, OneView sends the conversion event with the same user data to “confirm” the conversion
If step 1 is missing, Google Ads cannot match the user data in step 2, even though the conversion is still tracked correctly via gclid. This is why conversions appear in your reports but trigger the “No user-provided data matches” alert.
Solution:Implement Google Ads Enhanced Conversions on your frontend lead forms using one of these methods:
Google Tag Manager Server-side containers do not satisfy this requirement. The Enhanced Conversion data must be sent from the client-side (browser) to Google Ads before OneView sends the conversion event.
Why this happens: Enhanced Conversions for Leads were designed to improve attribution when click identifiers are missing or unreliable (such as offline conversions). When OneView consistently provides a gclid, Google Ads doesn’t need the Enhanced Conversion data for matching, triggering this alert.
Technical context:Similar to Microsoft Ads’ behavior with msclkid, Google Ads prioritizes click identifiers over user-provided data when both are available. When a gclid is present, Google Ads:
  • Matches the conversion directly to the click using the gclid
  • Ignores the Enhanced Conversion user data for attribution purposes
  • Generates this alert because the Enhanced Conversion setup appears unnecessary
When this alert matters:This is typically a low-priority alert. Your conversions are being tracked correctly via gclid. However, Enhanced Conversion data becomes valuable when:
  • Privacy-focused browsers (Safari, Brave) remove click identifiers
  • Users navigate across devices between click and conversion
  • Cookie deletion occurs before conversion
Recommendation: Keep Enhanced Conversions enabled. As browser privacy features become more prevalent, having Enhanced Conversions configured ensures OneView can still attribute conversions when click identifiers are unavailable.
No action required unless you want to disable Enhanced Conversions entirely via Settings → Accounts → Google Ads → PII Handling → None.
Understanding the alert: This alert appears when Google Ads receives conversion data with click identifiers that are outside the acceptable time window for attribution.
Why this happens:This alert occurs when the of your Conversion Action has expired. Common scenarios include:
  • Expired click-through window: The conversion occurred after your Conversion Action’s click-through window
  • Bookmarked URLs: Users bookmark or share landing page URLs containing gclid parameters, only to convert much later
How OneView handles this:OneView automatically marks these conversions as SKIPPED when Google Ads rejects them due to expired click-through windows.
OneView-created Conversion Actions always have a click-through window of 90 days, which is the maximum allowed by Google Ads.
What you can do:
  • No action required: OneView handles this automatically by marking conversions as SKIPPED, even though the conversion will not appear in Google Ads reporting.
  • Monitor patterns: If you see frequently SKIPPED conversions, you may simply experience longer customer journeys than Google Ads expects.
  • Attribution model: For repeatable conversions, you may want to use a last_touch attribution model, which will credit the last touchpoint before the conversion (e.g. a “Black Friday” sale), and not the first touchpoint (i.e. whenever the user made their first purchase with you).

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Apple LTP Compliance

OneView achieves full LTP compliance by using Offline Conversions API and Enhanced Conversions for Leads, which are compliant with Apple LTP. Using Enhanced Conversions is required to achieve full LTP compliance.

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Troubleshooting

To automatically populate UTM parameters from your Google Ads campaigns, you need to configure tracking templates at the campaign or account level in your Google Ads interface.Recommended Tracking Template
{lpurl}?utm_source=google_ads&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={keyword}
Parameter Breakdown
UTM ParameterGoogle Ads VariableDescription
utm_sourcegoogle_ads (static)Traffic source
utm_mediumcpc (static)Marketing medium
utm_campaign{campaignid}Campaign identifier
utm_content{adgroupid}Ad group identifier
utm_term{keyword}Keyword that triggered the ad
Learn more: Google Ads Tracking Template Guide
Google Ads and OneView show the same data, but from different perspectives:
  • Google Ads reports conversions based on the timestamp of the ad click. So “yesterday’s” reported conversions are those where the ad was clicked yesterday.
  • OneView reports conversions based on the timestamp of the conversion event itself. So “yesterday’s” reported conversions are those that happened yesterday.
Also, if you operate in multiple regions, make sure you use the same timezone:
  • OneView uses UTC, but reports use the timezone you choose
  • Google Ads uses UTC, but reports use your ad account timezone
If the above doesn’t resolve your issue, consider these common delays in Google Ads reporting:
  • Recent conversions (< 15 hours ago) Most conversion statistics appear in Google Ads within 3 hours. However, OneView uses Google Ads’ most accurate EXTERNAL attribution model, which can sometimes be delayed by up to 15 hours in reporting.
  • Campaigns not using gclid When your campaigns use gbraid or wbraid tracking, Google Ads can take up to 72 hours (3 days) to process conversions, regardless of your attribution model.
  • New conversion actions After creating a new conversion action, you need to wait 4-6 hours before Google Ads can accept conversions for it.
If you’re still experiencing issues, these Google Ads limitations might be the cause:
  • Conversions outside the lookback window Google Ads only accepts conversions within its lookback window of up to 90 days. Conversions outside this window are rejected and won’t appear in Google Ads reporting (they’ll show as SKIPPED in OneView Conversion API logs). OneView has an unlimited lookback window, so it can attribute all conversions as long as data is retained.
  • Missing click identifiers In rare cases, privacy-focused browsers remove Google’s click identifiers altogether (gclid, gbraid, wbraid). Without these, Google Ads cannot accept the conversion. OneView can still recover this traffic if you’ve configured partner-specific utm_source parameters.
Learn more: https://support.google.com/google-ads/answer/13321563