Why This Matters
Google relies on user data and click identifiers to match conversions back to ads. If this is not configured correctly, conversions may not be attributed, which impacts optimization and reporting.
This setup ensures:
More accurate attribution in Google Ads
Better campaign optimization
Reliable tracking when cookies are limited
What Is Enhanced Conversions for Leads?
Enhanced Conversions for Leads allows Cometly to send offline conversions (like purchases or qualified leads) directly to Google Ads using hashed user data such as email or phone.
Cometly sends these conversions server-to-server using the Google Ads API.
How Matching Works (Simple Explanation)
Google connects conversions back to ad clicks using a 2-step process:
Step 1: Google Tag Captures User Data
A visitor clicks a Google ad (includes a gclid in the URL)
They fill out a form on your site
The Google tag captures their email or phone
Google links:
email/phone → gclid → ad click
Step 2: Cometly Sends the Conversion
Cometly sends the conversion to Google
Includes:
gclid (if available)
Hashed email and/or phone
How Google Matches
Google prioritizes matching like this:
gclid (best match)
Email/phone match (requires Google tag setup)
No match (still accepted but not attributed)
💡 Key Takeaway:
If your Google tag is not capturing email on form submissions, email-based matching will not work.
Steps To Ensure Cometly Conversions Are Sent To Google
Step 1: Accept Customer Data Terms in Google Ads
Go to Google Ads → Admin → Customer data terms
Review and accept the terms
⚠️ If not accepted, conversions will fail.
Step 2: Enable Enhanced Conversions for Leads
Go to Google Ads → Goals → Conversions → Settings
Turn on Enhanced conversions for leads
⚠️ If disabled, Google will reject conversions.
Step 3: Create the Correct Conversion Action
Go to Conversions in Google Ads
Create or verify a conversion action with:
Type: Import
Source: Upload from clicks (UPLOAD_CLICKS)
💡 You will map this inside Cometly’s CAPI Manager.
Step 4: Enable Auto-Tagging
Go to Google Ads → Admin → Account settings
Enable:
“Tag the URL that people click through from my ad”
This ensures the gclid is added to your URLs.
Step 5: Configure the Google Tag (Critical Step)
This is the most important step for matching. Without this, Google cannot connect your conversions back to ad clicks using email or phone.
What You Need
A Google tag (gtag.js) or Google Tag Manager (GTM) installed on your website
Access to your website or tag manager to configure tracking
Your form must collect at least:
Email (recommended)
Phone number (optional, but helps improve match rates)
What You’re Setting Up (Simple Explanation)
When someone submits a form on your website, you need to make sure:
The Google tag receives the user’s email or phone
This happens at the moment the form is submitted
Google stores this data and links it to the original ad click
This creates the connection that allows Cometly’s conversion upload to match later.
What “Capturing User Data” Means
Capturing user data means:
Passing the email and/or phone number from your form into the Google tag
Doing this on the form submission event, not just on page load
Ensuring the data is tied to the same session where the user arrived from the ad
💡 Google will handle hashing automatically. You do not need to hash anything yourself.
Two Ways to Set This Up
Option 1: Google Tag (gtag.js)
Configure your existing Google tag to receive user data
Trigger it when a form is submitted
Pass the form’s email (and optionally phone) into the tag
Option 2: Google Tag Manager (Recommended for Most Users)
Create a form submission trigger
Create or update a tag to send user-provided data
Map your form fields (email, phone) to the correct variables
Fire the tag when the form is successfully submitted
Where This Needs to Happen
You must capture the data on:
Lead forms
Contact forms
Demo booking forms
Any form where a user becomes a lead
⚠️ This should happen on the actual form submission, not just on a thank-you page unless the data is still accessible there.
How to Know It’s Working
After setup, you should verify:
The Google tag is firing on form submission
The tag includes email (and/or phone) as user-provided data
The data matches exactly what the user entered
💡 You can use Google Tag Assistant or GTM Preview mode to confirm this.
⚠️ If this is not set up, email-based matching will fail.
Step 6: Install the Cometly Pixel
Install the Cometly pixel on your website
Ensure your forms capture:
Email
Phone (optional)
The pixel captures:
User data
gclid from URL
Step 7: Configure Google in Cometly CAPI Manager
When mapping your conversion in Cometly, choose one of the following:
Option 1: Only Send Attributed Events (Recommended)
Cometly only sends conversions if:
A gclid exists
The conversion is attributed to Google
The correct Google account is identified
💡 Best for accuracy and avoiding duplicates.
Option 2: Send All Events
Cometly sends all conversions regardless of attribution.
Use this if:
Your Google tag is properly capturing email
You want Google to optimize using more data
⚠️ Risks:
Can send conversions to multiple accounts
May inflate Google reporting
Requires proper Google tag setup to work correctly
Troubleshooting
Conversions Not Showing
Issue | Fix |
No conversions at all | Accept customer data terms |
Uploads rejected | Enable enhanced conversions for leads |
Wrong conversion type | Use |
No attribution | Install Google tag properly |
No gclid | Enable auto-tagging |
Delayed data | Wait up to 24 hours |
💡 Pro Tips
Always enable auto-tagging to maximize match rates
Use Only Send Attributed Events unless you fully understand “Send All Events”
Make sure your Google tag captures email on form submission
More user data (email + phone) improves matching