Objective

You need to troubleshoot an issue with your Google Ads conversion tracking integration via Segment where you are seeing a major discrepancy and a low match rate. This article explains how to validate your GCLID mapping, timestamp formatting, and other required fields to successfully attribute conversions.

Product

Twilio Segment

Environment

Segment Console

Procedure 

• Nest the GCLID property inside the properties object. The gclid must be passed within the properties object as properties.gclid. If it is passed at the root level, the Google Ads destination will fail to capture it, preventing a successful match.

• Provide fallback user identifiers. If the gclid is missing or drops from the payload for certain users, Google will immediately reject the conversion. Send user identifiers like an email address or phone number as a fallback.

• Format the Conversion Timestamp. The Conversion Timestamp field is strictly required and must be formatted exactly as yyyy-mm-dd hh:mm:ss+|-hh:mm (for example, 2019-01-01 12:32:45-08:00), including the timezone. Ensure that the conversion timestamp occurs chronologically after the click time associated with the gclid.

• Configure Consent Mode for EEA users. If you have users in the European Economic Area (EEA), you must explicitly send the Ad User Data Consent State and Ad Personalization Consent State fields mapped as GRANTED.

• Send User Identifiers for Enhanced Conversions. To drastically improve your match rates, pass the user's Email Address and Phone Number. Passing First Name, Last Name, and address fields also helps improve matching accuracy.

• Send Session Attributes. Add the Session Attributes Encoded Plugin action to your destination to automatically capture URL parameters, landing page URLs, referrers, and user agents. This provides additional attribution context to Google Ads when gclid or user identifiers are missing.

Additional Information

• Google Ads Conversions Destination: Data normalization