Overview
Connecting Google Ads enables:- Offline Conversion Import — NSM uploads attributed conversions with
gclidmatching, giving Google’s Smart Bidding algorithms more complete conversion data - Ad spend sync — Campaign and ad group spend data is imported every hour
Google Ads offline conversion import is particularly valuable for stores using Smart Bidding strategies (Target CPA, Target ROAS, Maximize Conversions). More conversion signals mean better automated bidding decisions.
Prerequisites
Before connecting, make sure you have:- A Google Ads account (direct or via MCC)
- A Conversion Action created in Google Ads (type: “Import > From clicks”)
- Admin or Standard access to the Google Ads account
Creating a Conversion Action in Google Ads
If you do not already have a conversion action for imported conversions:Open Google Ads
Go to ads.google.com and select your account.
Select Import
Choose Import as the conversion source, then select Other data sources or CRMs > Track conversions from clicks.
Configure the Action
- Name: Choose a descriptive name (e.g., “NSM Purchase” or “Server-Side Purchase”)
- Value: Select “Use different values for each conversion”
- Count: Select “Every” (for e-commerce, every purchase counts)
- Click-through window: Set to 30 or 60 days (should match your NSM attribution window)
- Attribution model: “Data-driven” recommended, or match your NSM model
Remember the exact Conversion Action name — you will need to enter it in NSM. The name is case-sensitive.
Connecting Google Ads to NSM
Navigate to Integrations
In your NSM dashboard, go to Dashboard > Integrations > Google Ads and click Connect Google Ads.
Authenticate with Google
Sign in with the Google account that has access to your Ads account. Grant the requested permissions for reading ad data and uploading conversions.
Select Customer ID
Choose your Google Ads Customer ID. If you use a Manager Account (MCC), select the specific sub-account for this store.
Enter Conversion Action Name
Type the exact name of the Conversion Action you created earlier. This is case-sensitive and must match exactly.
What Data is Sent to Google
NSM uploads the following for each attributed conversion:| Field | Source | Description |
|---|---|---|
gclid | URL parameter from Google ad click | The Google Click ID — required for matching |
conversion_action | Your configured action name | Which conversion action to attribute to |
conversion_time | Order timestamp | When the purchase happened |
conversion_value | Shopify order total | Revenue amount for ROAS bidding |
currency_code | Store currency | Currency (e.g., USD, EUR, GBP) |
Google Ads offline conversion import uses only the
gclid for matching — no PII is sent. This makes it the most privacy-friendly ad platform integration. Only orders that originated from a Google Ads click (with a captured gclid) are uploaded.How gclid Capture Works
Thegclid (Google Click ID) is automatically appended to your landing page URL when a visitor clicks a Google ad:
gclid is stored in the visitor’s session and linked to their fingerprint, so even if they return later without the parameter, the original click is still attributed.
How long is a gclid valid?
How long is a gclid valid?
Google Click IDs are valid for 90 days from the click. NSM stores the gclid for up to 90 days to match within Google’s window. However, your NSM attribution window (default 30 days) may be shorter — only clicks within your configured window will be attributed.
What if auto-tagging is disabled?
What if auto-tagging is disabled?
If auto-tagging is disabled in your Google Ads account, no
gclid will be appended to your URLs. NSM can still track these visitors via UTM parameters, but offline conversion import requires gclid. We recommend keeping auto-tagging enabled.Smart Bidding Optimization
Uploading offline conversions to Google Ads directly improves Smart Bidding performance:| Strategy | How NSM Helps |
|---|---|
| Target ROAS | More accurate conversion values help Google optimize for your true return on ad spend |
| Target CPA | Server-side conversions fill gaps from iOS 14+ and ad blockers, improving CPA predictions |
| Maximize Conversions | More conversion signals mean better allocation of budget across campaigns |
| Maximize Conversion Value | Accurate order values help Google prioritize high-value conversions |
Troubleshooting
Conversions not appearing in Google Ads
Conversions not appearing in Google Ads
Google Ads typically shows imported conversions with a 24-72 hour delay. If after 3 days you still see no conversions:
- Verify the Conversion Action name — It must match exactly (case-sensitive)
- Check for gclid — Only orders with a captured
gclidcan be uploaded. Check your orders in NSM to verify gclid capture - Verify auto-tagging — Go to Google Ads > Settings > Account settings and confirm auto-tagging is enabled
- Check the gclid window — Google rejects conversions where the gclid is older than 90 days
Conversion values don't match order totals
Conversion values don't match order totals
NSM sends the Shopify order total as the conversion value. If this does not match what you expect:
- Check your store’s currency settings
- Verify that refunds/cancellations are not being double-counted
- Note that partial orders (split payments) may show different values
Spend data shows $0 for active campaigns
Spend data shows $0 for active campaigns
- Verify the integration status shows “Connected” in NSM
- Check that you selected the correct Customer ID during setup
- For MCC accounts, ensure you selected the sub-account, not the manager account
- Wait 1 hour for the next sync cycle, or click “Sync Now”
'Conversion action not found' error
'Conversion action not found' error
This means the Conversion Action name in NSM does not match any action in your Google Ads account.
- Go to Google Ads > Goals > Conversions and copy the exact name
- Update the name in NSM’s integration settings
- Remember: the name is case-sensitive