Help / Integrations

Google Ads

Connect Google Ads to count the bookings your ads bring as conversions. You choose which 42min events count, for example a confirmed booking, and give each one its conversion label from Google Ads. Google Ads receives those events and nothing else.

As with Google Analytics 4, the Google tag loads only on your public pages, only after the visitor accepts the cookie notice, and never inside an embed. The ad click identifiers Google uses (gclid, gbraid, wbraid) stay in the page address, and are also saved with each booking.

Setting it up

You need the Owner or Admin role.

1. In Google Ads, create a conversion action for each thing you want to count, for example "Booked a call", set up with the Google tag. Note your Conversion ID (it starts with AW-, followed by 6 to 15 digits) and each action's conversion label.
2. In 42min, open Integrations, pick Analytics, and click Connect on the Google Ads tile.
3. Enter the Conversion ID.
4. Under Conversions, a row for Booking confirmed (x42min_booking_confirmed) is ready. Paste its conversion label into Conversion label. Click Add a conversion to count another event. Each event can be used once.
5. Click Save.

The events you can count:

A conversion carries the booking's ID as its transaction ID where there is one, so a booking counts once even if it arrives twice. x42min_checkout_started carries the price as its value and currency.

Enhanced conversions

Turn on Enhanced conversions to send the invitee's email address and phone number with the conversions of confirmed bookings, booking requests and submitted routing forms, so Google can match more of them to ad clicks. They are hashed with SHA-256 in the visitor's browser before they leave it. They go only to Google Ads, never to Google Analytics, and only with x42min_booking_confirmed, x42min_booking_requested and x42min_routing_form_submitted, when that event has a conversion row.

Before hashing, the email address is trimmed and lowercased, with the dots removed from the name part of Gmail addresses, and the phone number is written in international format with its +.

Turn on enhanced conversions in Google Ads as well: under Goals, open Settings, expand Customer data use, check Turn on enhanced conversions, and confirm that the Google Ads Data Processing Terms apply. An account that had already agreed to Google's customer data terms was switched over automatically, so check that the box is on. Until it is, Google doesn't use the hashed details.

From an embed on your website, enhanced conversions go through your own Google Tag Manager: see the Google Tag Manager recipe.

Under the toggle, the page says: "If you turn on automatic collection of customer data in your Google tag settings, Google collects it from your booking pages whatever this setting says." That setting lives in your Google tag, not in 42min.

Websites that may receive hashed identifiers from embeds

This list sits on both the Google Ads and the Meta Pixel pages, and it is one list: editing it on either page changes it on both. Add the address of each of your own websites that embeds your booking pages or routing forms, one per line, with https:// and no path, for example https://www.example.com. The list holds up to 10 websites.

An embed on a listed website passes the hashed email address and phone number to that website's page, when Enhanced conversions or Advanced matching is on, for your Google Tag Manager tags or your own code to use. Embeds anywhere else never do, and an empty list means no embed ever does. See Events from embeds.

Pages with their own settings

An event type, a routing form or a team can follow the organization's settings, turn analytics off, or use a Google Ads setup of its own. See Pages with their own settings. The Google Ads page lists them too. The websites list is always the organization's: a page with settings of its own doesn't get a list of its own.

Removing it

On the Google Ads page, click Remove Google Ads and confirm. The websites list stays, and so do the event types, routing forms and teams with settings of their own.

Common pitfalls

• No conversions. Google Ads counts only visitors who accepted the notice, and shows new conversions with a delay. Check that each label matches its conversion action exactly.
• "Each conversion needs its label from Google Ads: 4 to 64 letters, digits, hyphens or underscores." A row without a valid label can't be saved. Paste the label, or remove the row with its × button.
• Conversions from embeds. The Google tag never runs inside an embed. Use the Google Tag Manager recipe on your website instead.