Google Ads

Google Ads measures which ads produce results. Its conversion tracking tag only sees what happens in the browser, so anything that happens afterwards — a lead that closes weeks later, a subscription that renews, a purchase confirmed in your backend — never reaches it.

Jitsu's Google Ads destination sends those conversions server-side, from data you already collect.

What it can send

Pick the Conversion Type that matches what you're measuring.

Conversion — report new conversions

The default. Jitsu creates a conversion in Google Ads for each matching event.

This covers both offline conversions, matched to the original ad click through a gclid, and Enhanced Conversions for Leads, matched through hashed customer data such as an email address or phone number. They're the same upload; the difference is only which identifier is available.

Use a conversion action of type Import (upload from clicks).

Enhancement — Enhanced Conversions for Web

Use this when your Google tag already records the conversion on your website, and you want to improve how many of those conversions Google can attribute.

Jitsu doesn't create a conversion here. It attaches hashed customer data to the conversion the tag already reported, matched on order ID. Events without an order ID are skipped, because there's nothing to attach them to.

Use a conversion action of type Website, and make sure your tag sends the same order ID (transaction_id) that appears in your Jitsu events.

Choosing which events convert

Jitsu sends track, page and screen events. Two settings control what goes where:

Events — which events to send at all. Leave empty to send only track events, list event names separated by commas, or use * for everything.
Conversion Actions — route individual events to different conversion actions, one eventName=conversionActionId per line. Anything not listed uses the default Conversion Action ID.

Order Completed=111222333
Signed Up=444555666

How conversions get matched

Google needs at least one signal to connect a conversion to an ad. Jitsu supplies whatever the event has:

Signal	Where it comes from
`gclid`, `gbraid`, `wbraid`	the landing page URL, or Google's own conversion-linker cookie
Email, phone number	`traits.email`, and the trait named in Phone Trait Name
First and last name, country, postal code	user traits, falling back to Jitsu's IP geolocation
IP address and user agent	the event itself

Events with none of these are skipped rather than sent — Google would have no way to attribute them.

Click IDs are remembered

People rarely click an ad and convert in the same visit. When someone arrives from a Google ad, the click ID is in the landing page URL — and by the time they buy something, days later, it's long gone.

So Jitsu watches every event for a click ID and keeps it against that user for 90 days. When the conversion finally happens, the ad that earned it is still credited. Turn this off with Remember Click IDs if you'd rather only use click IDs present on the converting event itself.

This works with any recent version of @jitsu/js. Version 2.x and later also reads Google's conversion-linker cookies, which helps when a visitor returns directly rather than through a new ad click.

Conversion value

Jitsu reads the conversion value from properties.total, then properties.value, then properties.revenue, and the currency from properties.currency. The order ID comes from properties.orderId or properties.order_id.

If your events name these differently, map them with a Function before the destination.

If you collect consent signals, set ad_user_data and ad_personalization under context.consent.categoryPreferences and Jitsu forwards them with every conversion, as required for users in the EEA and UK.

Privacy

Email addresses, phone numbers and names are normalized and SHA-256 hashed before they leave Jitsu — Google never receives them in plain text, and neither does anything in between. Country and postal code are sent as-is, which is what Google's matching expects.

Phone numbers must be in E.164 format. If yours are stored locally, set Default Phone Country Code and Jitsu will normalize them; without it, numbers that have no country code are left out rather than sent in a form Google rejects.

Testing a new setup

Enable Validate Only to have Google check every request and report problems without recording any conversions. Watch Live Events for the responses, then turn it off once the setup looks right.