Import conversions from Salesforce

The 'Linked accounts' page under Admin Admin icon has been moved to 'Data manager' under Tools Tools icon. Google Ads Data Manager is a data import and management tool with a point-and-click experience that lets you bring your customer data from outside of Google and activate it in Google Ads. Learn more About Data manager.

If you track leads and opportunities in Salesforce’s Sales Cloud, you can import your offline conversions from Salesforce's Sales Cloud into Google Ads. This will help you better measure how your online Google Ads investments are generating offline value.

In this article, we'll show you how to set up your accounts to import conversions from Salesforce.

Note: This information applies to the standard integration with Salesforce. If you're using the tab called 'Salesforce' under Goals > Conversions, or if you see 'Salesforce' on the list of import sources while creating a new conversion action from import, you’re using the legacy integration with Salesforce, which is being updated to a new experience. To learn about the migration to the new experience, see Salesforce integration upgrade FAQ

Before you begin

Check the minimum permissions requirements for your Salesforce account below before you set up the Salesforce integration

  1. To link your Google Ads and Salesforce accounts you need to have administrative access in Google Ads and access to Salesforce account credentials. You should use a dedicated Salesforce login, instead of your own personal login.
  2. For you to query Salesforce, the Salesforce user needs to meet the minimum permissions requirement.
  3. Make sure to request minimum data scope during the Salesforce OAuth handshake.
  4. The Salesforce integration allows you to have control over what to import via field mappings and conversion definition.
  5. You should delete the OAuth tokens upon unlinking.
  6. The Salesforce account credentials must contain and retain a minimum of READ-Only permissions specific to the events you wish to import into Google Ads as a conversion. Review the below table for guidance on which permissions are required.
    • For example, if you want to import conversions when the Leads:Status Object in Salesforce changes to Qualified, the permissions in the first column would apply.
      Salesforce Object Lead-based conversions Opportunity-based conversions
      Lead No issues detected and positive check mark icon  
      LeadStatus No issues detected and positive check mark icon  
      LeadHistory No issues detected and positive check mark icon  
      Opportunity   No issues detected and positive check mark icon
      OpportunityStage   No issues detected and positive check mark icon
      OpportunityFieldHistory   No issues detected and positive check mark icon
      OpportunityContactRole   No issues detected and positive check mark icon
      Organisation No issues detected and positive check mark icon No issues detected and positive check mark icon

      Contact

        No issues detected and positive check mark icon
  1. The following must be enabled within Salesforce:

In addition to enabling the above fields, you need to track old and new values for the fields that you used to define event conditions later. This means that whatever you choose as your event condition in Google Ads should align in Salesforce to import as offline conversions based on business goals and bidding best practices (for example when Leads: Status changes to 'sales qualified lead'). Then depending on the event conditions, you should enable the tracking of the corresponding field history.

Note: For agency-owned Google Ads accounts, an advertiser must have access to Salesforce credentials or the advertiser must be given temporary access to the Google Ads account in order for the 1-time authentication.

Learn more about How to set up a Salesforce integration.

Are you using a legacy integration with Salesforce for offline conversion imports?

Check the minimum permissions requirements for your Salesforce account below before you set up the legacy integration with Salesforce:

Google Ads Conversion Import for Salesforce requires access to the following fields, organised by object. A user account with System Administrator access may already have access to these fields.

Note: Organisation fields referenced below are located in the 'Company settings' under 'Company information', not under your standard 'Object manager'.
  • Organisation: ID, Name, OrganisationType
  • LeadStatus: ID, MasterLabel, SortOrder
  • OpportunityStage: ID, MasterLabel, SortOrder, IsActive
  • LeadHistory: CreatedDate, OldValue, NewValue, Field
  • Lead: Status, GCLID (a custom field that you’ll create in the steps below)
  • OpportunityFieldHistory: CreatedDate, OldValue, NewValue, Field
  • Opportunity: Amount, Probability, StageName, GCLID (a custom field that you’ll create in the steps below)

If you use Group Edition or Professional Edition, field access is granted by simply adding the necessary fields to your Lead and Opportunity page layouts. To do this, select Setup, then Customise, then Lead (or Opportunity), then Page Layout. Then simply drag the required fields onto the page.

If you don’t want to link your Google Ads and Salesforce account, you can follow the instructions to manually import conversions from Salesforce.

Learn more about How to set up a legacy integration with Salesforce.

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