The CRM keeps it waiting and sends it to Google Ads automatically as soon as the click ID arrives, whether it comes from CallRail, CallTrackingMetrics, a workflow, an import or an integration. Google receives it with the date and time the conversion actually happened.
Contents
1. Before You Start
2. How It Works
3. Where the Click ID Lives on a Record
4. Filling the Click ID With a Workflow
5. Filling Click IDs With an Import
6. Leads Converted Before the Click ID Arrived
7. Frequently Asked Questions
1. Before You Start
You will need:
Google Ads connected under Settings → Integrations → Google Ads, with at least one conversion rule (for example, "Lead Status changes to Interested").
A source of click IDs: CallRail or CallTrackingMetrics call tracking, or your own process that brings the click ID into the CRM (a workflow, an import or an integration).
Access requirements: nothing to switch on. It works automatically with the Google Ads workflows Dazos provides. Administrators manage the conversion rules, workflows and imports described below.
If your conversions still do not reach Google Ads, contact Dazos support so they can check your Google Ads connection and workflows.
2. How It Works
The click ID is called the GCLID (Google Click Identifier). Google needs it to credit a conversion to the ad that was clicked.
Situation | What the CRM does |
The record already has a GCLID when the conversion rule is met | Sends the conversion to Google Ads straight away, as before. |
The record has no GCLID yet | Keeps the conversion waiting instead of dropping it. |
The GCLID arrives later | Sends every waiting conversion for that record, in the order they happened, dated when each one happened. |
More than 90 days have passed since the conversion | Does not send it, because Google no longer accepts it. |
The GCLID can arrive from any of these, and each one sends the waiting conversions:
Source | Example |
CallRail | A caller's ad click is reported on a later call. |
CallTrackingMetrics | The click is reported after the call, or picked up by the regular CTM check. |
Workflow | An Update Fields action fills the GCLID field, on the record itself or on a related record. |
Import | A spreadsheet with GCLIDs updates existing records. |
Integrations | A connected system updates the record through the API. |
Tip: Only a GCLID that goes from empty to a value counts as arriving. Changing an existing GCLID to a different one does not send anything.
3. Where the Click ID Lives on a Record
Leads, Accounts and Intake Opportunities each have a GCLID field in the Web Traffic section. Open the record, go to the Details tab and select Web Traffic.
This section is filled automatically by call tracking and your integrations; users do not type the GCLID by hand.
4. Filling the Click ID With a Workflow
If your process stores the click ID somewhere else first, or receives it later, a workflow can copy it into the GCLID field. As soon as the workflow fills an empty GCLID, the waiting conversions for that record are sent.
1. Go to Settings → Automation → Workflows and open (or create) a workflow on the module that receives the click ID.
2. Under Workflow Actions, click Add Action and choose Update Fields.
3. Give the action a title, click Add Field, choose GCLID and set its value (a fixed value, another field, or an expression).
4. Click Save, then save the workflow.
The same works across records: a workflow on an Intake Opportunity can fill its Account's GCLID, and the Account's waiting conversions are sent.
5. Filling Click IDs With an Import
You can deliver click IDs for many existing records at once with an import.
1. Prepare a CSV with a GCLID column, a column that identifies each existing record (for example Email), and the columns your instance requires for that module.
2. Go to the module (for example Leads) and click Import.
3. Upload the CSV and click Next.
4. Under Select how duplicate records should be handled, choose Merge. Move the identifying field (for example Email) into Fields to be matched on, and click Next.
5. On Field Mapping, map your GCLID column to the GCLID field. Fields marked (*) must be mapped as well. Click Import.
The import summary shows the records as merged. Waiting conversions for every record whose GCLID was filled are sent during the import.
Important: Use Merge so the existing records are updated. Skip leaves them unchanged, and nothing is sent.
6. Leads Converted Before the Click ID Arrived
A lead can reach a conversion point, then be converted into an Account and Intake Opportunity before its click ID shows up. When the GCLID later lands on the new Account or its Intake Opportunity, the lead's waiting conversions are sent.
Tip: This works when the conversion creates a new Account (Create new Account & Opportunity). If you choose Use existing account, the lead's waiting conversions are not linked to that existing Account.
7. Frequently Asked Questions
Q: Do I need to turn this on? No. It works automatically for the Dazos-provided Google Ads workflows.
Q: Can a conversion be sent twice if the GCLID is updated again? No. Each conversion is sent once per record and rule. Updating the GCLID later does not send it again.
Q: A wrong GCLID came in. Will correcting it resend the conversion? No. Changing one GCLID to another does not send waiting conversions. Contact Dazos support if a conversion needs to be re-sent.
Q: Which date does Google Ads see? The date and time the conversion actually happened, not the time the click ID arrived.
Q: How long does a conversion wait for its click ID? Up to Google's 90-day limit. Older conversions are not sent, because Google rejects them.
Q: Does this include my own custom Google Ads workflows? Only the Google Ads workflows Dazos provides keep conversions waiting. Custom workflows behave as before.
Q: What if Google rejects a conversion? It is recorded as failed and not sent again automatically. Dazos support can see the reason.
Q: Are calls from a related contact or outbound calls used? No. Click IDs are only taken from inbound calls made from the record's own phone number.
Need Help?
If you run into issues:
1. Open the record and check that the GCLID field in Web Traffic has a value.
2. In Google Ads, check the conversion action's report (conversions can take a few hours to appear). 3. Contact Dazos support with the record name and reference CRM-4163.