How to Set Up Google Ads Conversion Actions for Sparkforge

By Sparkforge Support Team ·Last reviewed May 3, 2026

Create the conversion action in Google Ads first, set Count, attribution model, and value, then connect it to Sparkforge through Ad Manager or a Workflow action.

This is the Google-side setup for offline conversion actions. Sparkforge posts conversions back to Google Ads using identifiers like GCLID, GBRAID, or WBRAID, but Google Ads needs a properly scoped conversion action before any data lands.

What a conversion action does

A conversion action is a rule in Google Ads that records a desired event such as a lead, form submission, call, or offline sale. For offline conversions (a deal marked won in Sparkforge), Google matches the click identifier to attribute results back to the right ad and keyword.

Prerequisites

Admin or standard access to the correct Google Ads account.
A clear goal taxonomy (Lead vs. Submit Lead Form vs. Qualified Lead).
A decision on whether this action will be a primary action used for bidding.
Plan for which identifier (GCLID, GBRAID, or WBRAID) you will capture and store at first touch.

Create the conversion action in Google Ads

Sign in at ads.google.com.
Click the + button and choose Conversion Action.
When asked for a data source, select Conversions offline. Sparkforge supports offline conversions only — not website, app, or phone-call sources.
Click Edit Data Sources and choose Skip this step and set up a data source later, then Save and Continue.
Pick a conversion category that matches what you are measuring. Click See all for the full list.
Open Edit settings and leave the action set to Primary action used for bidding optimisation if it should drive Smart Bidding.
Name the conversion (for example, Qualified Lead - CRM Won). Save the name where you can find it again — Sparkforge will reference it.
Set a value: same, different, or no value depending on whether each conversion has a fixed dollar amount.
Set Count. Use One for lead-gen so a repeat contact does not inflate conversions. Use Every for revenue events like purchases.
Set the click-through window to 90 days. Pick an engaged-view window if relevant. Set the attribution model to Last Click or Data Driven (recommended).
Click Done, then Save and continue, then Finish.

Sending conversions from Sparkforge

Once the action exists in Google Ads, choose how Sparkforge will post conversions to it:

Ad Manager for a centralized ad workspace with built-in mapping.
Workflow action — Add to Google Ads for granular automation tied to specific events.

Both can target the same conversion action. Pick one path per goal to avoid double-counting.

Frequently Asked Questions

Should Count be set to Every or One?

Use One for lead generation so a contact who repeats the same form does not inflate conversions. Use Every for revenue events like purchases or repeat orders.

How long until conversions show in Google Ads?

Processing takes from a few hours up to 24-48 hours depending on volume and upload method. Use absolute date ranges when checking reports because of reporting latency.

Do I need GCLID, GBRAID, or WBRAID to upload conversions?

Yes. At least one identifier is required for reliable matching. Capture whichever is available on first touch and store it on the contact for later use.

Should I use Ad Manager or Workflows to send conversions?

Ad Manager is faster if you want a central ads workspace with mapping. Workflows give you granular control when each conversion needs custom logic.

Why are my uploads not matching?

Common causes: missing identifier, wrong timezone, currency or value mismatch, or sending to the wrong conversion action. Verify conversion ID/name and event timestamps first.