About qualified leads and converted leads

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

  • Qualified leads
  • 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 Google Ads will have more information to properly optimize and improve campaign performance.

An animation demonstrating how to choose a qualified lead or a converted lead as an offline conversion goal in your Google Ads account.

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.”

A funnel diagram demonstrating Google generated leads from your Google Ads offline conversion data.

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 category. 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. Sign in to your Google Ads account.
  2. In the upper right corner, click the tools icon Google Ads | tools [Icon] , and under "Measurement", click Conversions.
  3. Click Update now in the conversion categories notification in the center of the page.
  4. Review the suggested updated conversion categories and click Update.

Create a new qualified lead or converted lead

  1. Sign in to your Google Ads account.
  2. Click the tools icon Google Ads | tools [Icon] in the upper right corner.
  3. Under “Measurement”, click Conversions.
  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 conversions actions have been updated.
Note: The default goal will be “Converted lead” when you’re importing conversions from Salesforce or CRM.

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