Google Ads – Leadwon

Leadwon reports qualified leads and won deals that came from a Google ad click to Google Ads, with their value. Smart bidding then learns which clicks become customers. Leads with a Google click ID are reported: gclid, or gbraid and wbraid for clicks from iOS apps.

There are two ways. Connecting the account is recommended: conversions are sent within minutes, enhanced conversions are possible, and ad spend and campaign names are imported. With the scheduled upload, Google downloads a file from your site once a day, without a sign-in.

Connect your account

Open Leads → Ad platforms and click Connect Google Ads.
Sign in with a Google user that has access to the ad account and allow access. Leadwon never sees your password.
Choose the ad account. With only one account, Leadwon chooses it for you; accounts under a manager account are listed too.
Under Qualified lead and Won deal, keep created by Leadwon, recommended, or choose an import conversion action you already have.
Save. Leadwon creates its conversion actions in your account.

Leadwon creates its actions as secondary conversions, so your bidding does not change until you make them primary in Google Ads under Goals → Conversions. Google needs a few hours before a new action accepts its first upload; conversions wait until then.

Enhanced conversions for leads

With Also match leads without a click ID by email and phone turned on, Google can also match leads that arrived without a click ID, for example after a visitor switched devices. Email addresses and phone numbers are normalised and hashed with SHA-256 on your site before they are sent. This needs the customer data terms to be accepted in Google Ads; if they are not, Leadwon turns the option off by itself and sends the conversions without email and phone.

Is Google using my conversions?

Google processes uploads in the background. About 20 minutes after sending, Leadwon asks for the result. Until then the lead shows Google is still processing it; if Google could not use the conversion, the lead says why, for example because the click belongs to another account or is older than the conversion window. Leads → Ad platforms lists the recent conversions and retries failed ones.

Scheduled upload, without signing in

Choose Use a scheduled upload on the Ad platforms page. Leadwon shows a private file address and the steps for Google Ads:

In Google Ads, go to Goals → Conversions → Summary and click New conversion action. Choose Import, then Other data sources or CRMs → Track conversions from clicks.
Create one action for each name Leadwon shows, with the category Qualified lead or Converted lead, Use different values for each conversion and the count One.
Go to Goals → Conversions → Uploads, open Schedules and add a schedule. Choose HTTPS as the source and paste the file address. If Google asks for a username and password, enter leadwon in both fields; the address itself is the key.
Choose Every 24 hours, then Save and preview.

The file contains the qualified and won leads of the last 90 days with a gclid. Google ignores conversions it already has, so nothing is counted twice. Your site must use HTTPS. Keep the address private: it shows click IDs and deal values. New address replaces it if it was ever shared.

Campaigns for every Google click

When Google Ads is connected, Leadwon looks up the campaign and ad group of each Google click, so leads are credited to the right campaign even when your links carry no UTM parameters.

Good to know

Auto-tagging must be on in Google Ads (Admin → Account settings), so that clicks carry a gclid.
A lead is reported about two minutes after its status changes. If you set it back before that, nothing is sent.
A won deal is reported as a qualified lead as well, even if you skipped that status. Nothing is ever sent twice.