About qualified leads and converted leads

Google Ads has replaced the “imported leads” conversion goal with 2 new goal types:

• Qualified leads
• Converted leads

Choosing the appropriate conversion goal is critical to making the most of Google AI. Learn more about how qualified leads and converted leads work.

Benefits

• Improved optimization: With qualified leads and converted leads, you’ll be able to measure and optimize towards deeper lead-to-sale funnel events and more clearly tag events by the stage of the funnel. This means that Google Ads will have more information to properly optimize and improve campaign performance.
• Take full advantage of the lead funnel report: When you select the appropriate goal, you take full advantage of the lead funnel report. The lead funnel report shows your conversion volumes across the lead funnel from interactions to leads, qualified leads, and converted leads.
• Make the most of Google AI: When you select the appropriate goal type, you’ll be able to make the most of Google AI solutions that help you drive performance, like Smart Bidding and Performance Max campaigns.

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How it works

Qualified leads and converted leads allow you to accurately identify the most promising Google generated leads using your offline conversion data and define steps based on your own lead conversion process.

• Qualified lead
  • A qualified or “interested” lead helps track Google generated leads that have also been further qualified offline (outside of Google Ads) in your customer relations management (CRM) system or internal lead generation system.
• Converted lead
  • A converted or “closed” lead helps track Google generated leads that have completed a chosen step in the lead conversion process, typically offline (outside of Google Ads).
  • This step can be determined to be the completion of a sale, an offline or online closed deal, or any step that you define as “conversion.”

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Instructions

Update your imported lead conversion actions

If you haven’t already, you should update your existing imported lead conversion actions to qualified leads and converted leads.

Google Ads offers a default suggestion based on the previous conversion goal. Make sure you carefully review and modify those suggestions to ensure the correct lead is selected.

When you update your conversion goals, if the updated goal is an account default goal, it’ll be available for all campaigns that use account default goals. In other cases, if certain campaigns are affected by this update in your conversion goals, we’ll provide a link to a filtered list of affected campaigns.

Note: You’ll need to update your existing imported leads conversions to qualified leads and converted leads. Starting in June 2022 your existing imported leads conversions will be automatically updated to converted leads.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click Update now in the conversion categories notification in the center of the page.
5. Review the suggested updated conversion categories and click Update.

Create a new qualified lead or converted lead

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click New conversion action.
5. On the “Set up conversions to measure” page, select Other sources.
6. Select Other data sources or CRMs.
7. Choose if conversions should be tracked by clicks or calls, then click Continue.
8. Use the dropdown menu next to “Conversion goal”, and select Qualified lead or Converted lead.
9. Click Update. Your goals for your conversion actions have been updated.

Note: The default goal will be “Converted lead” when you’re importing conversions from Salesforce or CRM.

Related links

• Set up conversion tracking for your website
• Add a conversion tracking tag to your website
• About conversion tracking