Contents
1. Before You Start
2. Open Google Ads Settings
3. Pick the Google Ads Account and Customer
4. Build a "Send Conversion When" Rule
5. Manage Saved Rules
6. Conversion on Record Creation
7. Frequently Asked Questions
1. Before You Start
You will need:
A connected Google Ads account in the CRM with at least one Customer ID linked.
Conversion Actions already created inside your Google Ads account. (If you have not done this, follow the Setting up Conversion Actions in Google Ads help article first.)
Admin access to Settings → Integrations → Google Ads Settings in the CRM.
Access requirements: Only CRM admins who can open Settings can configure conversion rules. End users do not see this screen; conversions fire silently in the background based on what you configure here.
If you do not see the "Send Conversion When" section after picking your account and customer, contact Dazos support — your instance may need the rule builder enabled.
2. Open Google Ads Settings
From the CRM, go to Settings → Integrations → Google Ads Settings.
The page is organised top to bottom:
Section | Purpose |
Connected Google Ads Accounts | The accounts you have linked, with their authentication status. |
Select Google Ads Account & Customer | Pickers to choose which account and which Customer ID you are configuring. |
Send Conversion When | The rule builder (new). Each rule fires a conversion when a specific field change matches a condition. |
Saved Conversion Rules on Record Updates | The list of rules you have already saved. |
Conversion on Record Creation | The simpler "send a conversion every time a new X is created" table, one row per module. |
3. Pick the Google Ads Account and Customer
At the top of the page, pick the Google Ads Account you want to configure, then pick the Customer ID that the conversions should be sent to.
The page will not show fields, conditions, or saved rules until both the account and a customer are selected. All rules you build below are tied to this specific account + customer pair — switching the customer shows a different set of rules.
Tip: If the customer dropdown is empty, the account may need to be re-authorised. Use Connected Google Ads Accounts at the top to check its status.
4. Build a "Send Conversion When" Rule
Scroll down to Send Conversion When. This is where you define a single rule.
Fill the form left to right, top to bottom:
Field | Description | Example |
Module | The record type the rule watches. | Intake Opportunities |
Field | The field on that module whose value change should trigger the conversion. Populated automatically based on the module you picked. | Sales Stage |
Condition | Either Has Changed (fires on any change to the field) or Has Changed To (fires only when the new value matches one you pick). | Has Changed To |
Value | Visible only when condition is Has Changed To. For picklists you can pick one or more values; for Yes / No fields you pick Yes or No; for free-text fields you type the value. | Admitted |
Amount | The dollar value sent to Google Ads with the conversion. Google requires a value — enter 1 if you are unsure. | 100.00 |
Conversion Action | The Conversion Action in your Google Ads account that should receive this conversion. The list is pulled from your account; use the search box to filter. | Sales Stage: Admitted |
Enabled | Tick to make the rule live. Untick to keep the rule but pause it. | ✔ |
When the row is complete, click Save Rule. The rule appears immediately in Saved Conversion Rules on Record Updates below.
Tip: "Has Changed" is the right choice when any change to the field is significant (e.g. "Lead Owner changed → send a conversion"). "Has Changed To" is the right choice when only specific outcomes count (e.g. "Sales Stage changed to Admitted").
Important: A rule fires only when the field actually changes on a save. Setting the field to the same value it already had does not trigger the conversion.
5. Manage Saved Rules
Each rule you save appears as a row in Saved Conversion Rules on Record Updates. The header on each row shows the module, the field name, and the condition type in plain English.
Per-row actions:
Control | Purpose |
Pencil (Edit) | Reloads this rule into the form above so you can change the value, amount, conversion action, or enabled state. Click Save Rule to overwrite. |
Bin (Delete) | Removes the rule. You will be asked to confirm — the rule stops firing immediately. |
The list is sorted with the most-recently-changed rule first. You can have multiple rules on the same module and field (for example: one rule for "Sales Stage changed to Admitted" with one amount, and a second for "Sales Stage changed to Closed Won" with a different amount).
Tip: To temporarily pause a rule without losing its configuration, click the pencil, untick Enabled, and save. The rule stays in the list but will not fire until you re-enable it.
6. Conversion on Record Creation
Below the saved-rules list is the Conversion on Record Creation table. This is a simpler path: send a conversion every time a new record of a given type is created, no field condition required.
The table has one row per module (Intake Opportunities, VOBs, PAA, Leads, Accounts). For each module you want to use:
Enter the dollar Amount to send with the conversion (enter 1 if you are unsure).
Pick the Conversion Action to credit.
Tick the Enabled checkbox.
Leave the modules you do not want to use blank and unchecked.
Click Save at the bottom of the page when you are done. The table replaces all create-rules for the current account + customer in one go.
Tip: A module may have both a creation rule (here) and one or more update rules (in section 5). They are independent: the creation rule fires when the record is created, and the update rules fire when matching fields change later.
7. Frequently Asked Questions
Q: What happens if a Lead has no GCLID — does the conversion still send? No. The CRM looks for the Google Click ID on the record (or on the parent Lead for Intake Opportunities / VOBs / PAA).
Without a GCLID, Google Ads cannot attribute the conversion, so the rule is skipped silently.
Q: My rule does not seem to be firing — where do I check? Open Settings → Other Settings → API Activity Logs and filter for Google Ads. Each attempt — successful or failed — is logged there with the rule details and Google's response.
Q: Can two rules fire for the same record save? Yes. If a record save matches more than one rule (for example: "Sales Stage changed to Admitted" and "Admit Date changed"), each matching rule sends its own conversion. Within a single rule, only one conversion is sent per save.
Q: What if I deleted a rule by mistake? Deleted rules are retained internally for audit but cannot be restored from the UI. Recreate the rule with the same module, field, condition, value, amount, and conversion action.
Q: Why don't I see all the fields on a module? The Field dropdown excludes system fields, attachment fields, and a few field types Google Ads cannot meaningfully react to (e.g. file uploads). Custom fields you have added to the module are included.
Q: Can I enable / disable the whole Google Ads integration without touching individual rules? Yes. Use the Activate Google Ads Workflow button at the top of the Google Ads Settings page. When the workflow is off, none of your rules fire, regardless of their Enabled state.
Need Help?
If you run into issues:
Check Settings → Other Settings → API Activity Logs for the most recent Google Ads request and Google's response.
Confirm the Google Ads Workflow is active (toggle at the top of the page) and that the rule's Enabled box is ticked.
Confirm the source record has a GCLID populated — without it, conversions cannot send. 4. Contact Dazos support with the failed log entry details and reference CRM-2345.