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Workflow Action: Add to Google AdWords

Track real user actions—like form submissions or chat replies—as Google Ads conversions directly inside your workflows using the "Add to Google AdWords" workflow action in Stack. This guide will walk you through setting it up, why it's beneficial, and how to troubleshoot for accuracy and improved ROI.

Table of Contents​

What Is the Add to Google AdWords Workflow Action?​

The "Add to Google AdWords" action lets you send conversion events from Stack to your Google Ads account. This is perfect for tracking offline conversions like form submissions, chat replies, purchases, or appointment bookings that occur after a user clicks your ad. By linking these actions back to the original click, you gain deeper insights into your campaign performance, enhancing Google's optimization capabilities.

To function correctly, Stack uses unique identifiers such as GCLID, GBRAID, or WBRAID, which are passed during the ad click. These values must be present on the contact record for proper conversion attribution.

Note: Ensure you set up the conversion event in Google Ads before using this workflow action.

Key Benefits​

  • Offline Conversion Tracking: Track offline events like form submissions, chat replies, or booked appointments for better attribution.
  • Direct Event Syncing: Send conversion events directly to Google Ads without needing Zapier or manual data uploads.
  • Enhanced Campaign Optimization: Improve ad performance by providing Google with better data for optimization.
  • Click ID Support: Compatible with GCLID, GBRAID, and WBRAID for comprehensive tracking.
  • Flexible Trigger Options: Works with multiple workflow triggers, including form submissions, link clicks, and page views.
  • Lead Quality Attribution: Accurately measure the source and quality of your leads, improving ROI tracking.

Configuring the Workflow Action​

Step 1: Connect Your Google Ads Account​

To use the "Add to Google AdWords" workflow action, connect your Google Ads account to Stack. This integration allows Stack to send conversion events directly to Google Ads via API. Navigate to Settings > Integrations in Stack, select Google, and follow the prompts to authenticate your account. Ensure you link the correct Google Ads account.

Step 2: Access the Workflow Builder​

Navigate to the Automation section in Stack to manage and create workflows. You can either click + Add New Workflow to start fresh or select an existing workflow where you want to add the Google Ads conversion action.

Ensure you have a relevant workflow trigger set up. This trigger should reflect the action or event you want to track, such as a form submission or appointment booking. Examples of effective triggers include:

  • Form Submitted
  • Appointment Booked
  • Trigger Link Clicked
  • Customer Replied

Step 3: Add the "Add to Google AdWords" Workflow Action​

Once your trigger is in place, click the + icon at the point in the workflow where you want the conversion to fire. This opens the action selection panel. Choose "Add to Google AdWords" to send conversion data directly to your connected Google Ads account via API.

Step 4: Configure the Action Details​

Link your workflow to the proper conversion event and ensure all tracking parameters are accurately in place. Missteps like typos in the conversion name or missing click IDs can prevent conversion syncing.

  • Action Name: Give your action a clear name, like "Submit Lead Conversion" or "Book Appointment Conversion."
  • Conversion: Select or paste the exact name of the conversion event from your Google Ads account. The name must match exactly, including capitalization and spacing.
  • Custom Mapping: Toggle on Custom Mapping if you want to manually map specific Google Ads conversion parameters to fields within your workflow.

Step 5: Understand Trigger & Event Matching​

Ensure this action is paired with a meaningful conversion event. Popular triggers include:

  • Form Submitted: Capture leads from opt-in or contact forms.
  • Appointment Booked: Track booked meetings or sales calls.
  • Trigger Link Clicked: Measure high-intent actions like pricing clicks.
  • Order Form Submission: Capture purchase-based conversions.
  • Customer Replied (Chat Widget): Track incoming messages from your site chat.

Step 6: Monitor Workflow Execution Logs​

Monitor the execution logs to ensure the action is firing properly. Look for the "Add to Google AdWords" action and its result:

  • Executed: The conversion was successfully sent to Google Ads.
  • Skipped: An issue occurred, such as a missing GCLID or mismatched conversion name.

Frequently Asked Questions​

Q: What should I do if the action says “Skipped” in logs?

Ensure the contact in Stack has a valid GCLID, GBRAID, or WBRAID from a legitimate Google ad click, and the conversion name in the workflow matches the one in your Google Ads account exactly.

Q: What’s the difference between GCLID, GBRAID, and WBRAID?

  • GCLID: Used for traditional web tracking.
  • GBRAID/WBRAID: Used in privacy-focused environments, mainly on iOS. Only "multi-per-click" conversions accept GBRAID/WBRAID. If your conversion setting is "one per click," GCLID is required.

Q: Can I track leads that come through the chat widget?

Yes. Use the Customer Replied trigger and add a filter: Reply Channel = Chat Widget. This ensures the event only fires when a user replies via the widget.

Q: Do I need to configure anything in Google Ads before using this?

Yes. Before using the "Add to Google AdWords" action in Stack, ensure your Google Ads account is configured. Create the conversion action in Google Ads, copy the exact conversion name, and paste it into the workflow action in Stack. Confirm that your Google ad URLs are passing tracking parameters like GCLID, GBRAID, or WBRAID.

Q: Is Google Tag Manager required for this to work?

No. This action does not require Google Tag Manager, though it can be helpful for tracking additional client-side events.